Howard Schultz says that after 26 years working in the company having the most coffee bars in the world – Starbucks, his blood has become brownish in color. Favorite hot drink is a double Schulz coffee with skim milk, and grains from which it is potion, must be raised on the island of Sumatra. Schulz adventure with Starbucks, which could easily be defined as love begins in the far in 1981 He lives in New York and is engaged in itinerant trading in Swedish plastic household products. Then he noticed that a small trading company in Seattle, buying unusually large quantities of plastic filter coffee machines. This creates a strong curiosity in the young businessman, and he begins his own investigation of the case. Schulz fell in both the coffee and the company and the board ignored his mother not to be separated by a well-paid job of salesman. Now, after 13 years as president of the company and away from the daily operational work, Schultz decided to take over the post of CEO and restore confidence in the company. Only in 2007, the company’s shares managed to lose over 44% of its value, and although sales grow, Starbucks is experiencing serious difficulties in trying to revive business in an already open cafes. “The strategy of the company should change,” Schultz said during his last public appearances. After last year, the company revealed more than 2 500 new establishments, analysts comment that the U.S. domestic market is becoming closer to the rapidly evolving Organization. In November and were published first in the history data to reduce the number of visitors, which is attributed to the weakening of economic development in the country.
Schultz says that something must be rapid changes in the management of the company for 10 years increased its sites from 1 000 to 10 000 in the U.S. and a further 5 000 in 42 countries worldwide. Executive Director, plans to shift business focus to global expansion and recovery of the warm connection with consumers. To this end, the company plans to focus on new products and creative design of individual coffee chain. Schultz has even promised to close all objects of the company, which are unprofitable. Schultz associated coffee with romance, its more than one trip to Italy in 1983, when I first tried this drink called “latte”. Until that time, drinking coffee in the way they do in Europe was not widespread in America. Starbucks made a successful attempt to impose a cafe culture where people go to coffee to talk, sip espresso or cappuccino. Howard Schultz describes himself as a city boy from New York, which is always burning ambition to succeed. While a student at Northern Michigan University, he played as a midfielder in the university football team, won a full scholarship and began working as a salesman. Schultz said that has always been perceived as great and lucky pet of fate.
Starbucks began as a small company created by three hippies, which opened its first facility in Seattle. The strange name of the company comes from the name of one of the characters in the book by Herman Melville “Moby Dick.” Schultz joined the company in 1982 as commercial director, but three years later, leaving as its three owners do not allow to begin expansion of the company. In 1987 he returned, and buys the company and the name Starbucks for $ 3.8 million in 1994, the company released the Exchange. Schultz has always shown very good and respectful attitude towards his subordinates. “He has the charisma to communicate a very human, with the presidents of both companies and the lowest level support staff,” said his former colleague. “Nothing happens in this company, which is not touched in some way from Schulz himself, “commented Professor at the Tuck Business School. “Starbucks accept very personal,” said Howard Schultz himself to newspaper Financial Times. As a child, he remembers his father as a truck driver without health and social insurance, and thousands of problems they encountered because of this. Now he holds all its employees have access to health insurance company. In recent years, Schultz has also become a strong advocate of the idea of health system reform in the United States.
In recent years, Starbucks has stopped the only chain that offers different types of coffee, after McDonald’s and Dunkin Donuts have started intensive campaign by imposing a hot drink in their establishments. Schultz said that this fact not only do not bother, but even enjoyed it because it is a major step towards an ever stronger enforcement of coffee culture in the American way of life. When Howard Schultz did not run the company and his favorite drink of coffee, he loves to read and makes the bicycle. He is married and has a son and a daughter currently studying in college. His wife developed his own career in Seattle, but love often accompany her husband during some of his shorter trips abroad. Schultz likes to boast of his greatest treasures, namely his many friends who are increasing from year to year. Schulz’s figure is so bright that the company’s shares jumped by 10% on the day that he realized that he again took office executive director. Forbes magazine ranks Schultz of 354th place on the personal financial situation in America with a capital of $ 1.1 billion in annual salary, which Starbucks pays its CEO a $ 4.8 million.