June 19 [Thu], 2008, 3:07
Howard Scholtz, the CEO and the founder of StarBucks Coffee, stresses to its partner that they should ensure the quality of the beverages. StarBucks’ Mission defines SB provides the third place to its customer. When it is offering the third place environment, its beverage accomplishes the core role which differentiate the other circumstances like office, school and home through its quality of taste and experience offered by SB.
There are some criticisms that the quality of SB coffee is declining. Accepting those humors, SB as a coffee house is trying to establish high-qualified coffee and protect its brand image again.
Tightening the quality of standard is necessary such a huge worldwide company to keep advantage against its rivals. Because SB made its core brand image that its rivals can’t imitate, it provides SB success.