After closing 900 stores, Starbucks is trying to reach the magic it had before.
Howard Schultz , chairman, president and CEO of the company said that Starbucks is working on reaffirming their place as "the world's coffee authority", by recreating the emotional connection with costumers.
The strategic plans for a long term period are:
- providing the revolutionary Clover Brewing System in all Starbucks locations;
- establishing the new state -of-the-art espresso by using Mastrena espresso machines;
- making the Starbucks Card Reward Program more efficient;
- creating MyStarbucksIdea.com - first Starbucks community online. The purpose of "the new comunity" is to maintain a closer relationship with the customers and to get new idea that will help the company to go on.
All of the innovations and transformations Starbucks makes are focused on recreating and maintaining the costumers satisfaction.
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