Pembagian
1. Case type, Identify Subject, Overall Evaluation (1)
2. Criteria selection & Analysis (2)
3. Action + Contingency (1 org)
Identification of Case Type
“Evaluation scenario portrays a main character as a subject of the evaluation.” Pada
kasus ini, Howard D.Schultz menjadi karakter utama (founder) untuk dievaluasi atas
dedikasinya dalam membangun Starbucks hingga menjadi bisnis yang sukses.
“Schultz was reflecting on Starbucks’ enormous growth and success since he and a
group of Seattle-based investors purchased the coffee company in 1987.”
(Paragraph 1)
Identification of the subject
Howard Schultz, founder starbucks, yang lahir di Brooklyn, New York pada tahun
1953. Howard Schultz memiliki prestasi menjadi seorang legacy untuk mentornya
Warren Bennis tahun 2006 yang disponsori oleh Harvard University, meskipun
berasal dari keluarga yang kurang mampu.
● Schultz adalah anak sulung dari 3 bersaudara.
● dari keluarga kurang mampu ( bapaknya blue collar worker, ibunya
housewife)
● suami dari Sheri
Criteria selection
● Budaya (Culture) Perusahaan (positive)
● Personality Schultz sebagai leader/founder (both)
● Perkembangan Perusahaan (both)
● Kompetitor (negative)
● Customer Experience (positive)
Criteria-based analysis
● Budaya (Culture) Perusahaan (positive)
Evidence
“Starbucks implemented generous employee benefits, training programs, and
employee stock ownership programs that provided concrete evidence of
Starbucks’ commitment to its employees. “ (Paragraph 36. Page 5)
“Schultz explained the benefits of holding open forums where employees
were free to express their views on company policies and strategy, saying, “At
Starbucks, people have a voice. “ ( Paragraph 37 Page 6)
● Personality Schultz sebagai leader/founder (both)
Positive:
“Reflecting on Starbucks’ growth, Schultz believed that his willingness to
move out of his comfort zone as the company grew was crucial to his
success. “By being curious, asking questions, and not ignoring difficult
situations, you become smarter,” he explained. “ (Paragraph 32 Page 5)
“ I wanted to build the kind of company my father never had a chance to work
for, where you would be valued and respected no matter where you came
from, the color of your skin, or your level of education…” (Par. 5. Page 5)
Negative: “I feared all my influential backers would defect to this new
arrangement,” he said. (Par 23. Page 4)
● Perkembangan Perusahaan (both)
Positive: With processes in place to manage its expansion, Starbucks’ sales
exploded, growing at a compound rate of 61% in the mid-1990s. (Par. 39
Page 6)
Negative : “As they invested to advance growth and learned from operating
mistakes, losses continued to mount….” (Par 29 Page 5)
● Daya Saing/Kompetitor (negative)
Negative : “Since we have no patent and no secret sauce,” he said, “the
business model is replicable by competitors.” (Paragraph 42 Page 6)
● Customer Experience (positive)
“While championing ambitious growth goals, Schultz focused on the customer
experience as the key to Starbucks’ brand and future success. “ (Par. 64
Page 9)
“ The values of openness and customer service were reinforced through
regular and special events alike.” (Paragraph 37. Page 5)
Overall evaluation
Howard D. Schultz berhasil memimpin perusahaan Starbucks menjadi bisnis yang
sukses. Hal ini didukung karena budaya organisasi yang berfokus pada
kesejahteraan pekerja, serta gaya kepemimpinan Schultz yang sangat menghargai
keberagaman dan berfokus pada customer experience sebagai konsumen
Starbucks. Namun di sisi lain, bisnis tersebut mudah ditiru oleh kompetitor karena
belum terdapat paten dan secret recipe sehingga dapat berpengaruh pada bisnis dan
personality Schultz yang merasa takut dan tidak yakin terhadap investor yang
dianggap dapat menyingkirkan perannya terhadap bisnis Starbucks.
Identification of contingencies
1. Konsumen berpaling ke coffee shop kompetitor karena business di bidang ini
mudah untuk di take over dan bisa saja ada perubahan preferensi konsumen.
2. Budaya perusahaan yang kemungkinan dapat luntur mengingat Howard
Schultz akan pensiun dan menyerahkan jabatan serta tanggung jawab
kepada penerusnya.
Recommended actions
● Short-term
1. Menjaga nilai-nilai kultur yang telah ada sejak awal yaitu menghargai
value karyawan dan customer experience
2. Mengevaluasi untuk mempertahankan kualitas kinerja karyawan agar
tetap sesuai dengan value perusahaan
● Long-term
1. Starbucks dapat melakukan inovasi atas produknya, dari sisi
packaging yang lebih menarik atau rasa yang lebih variatif (secret
sauce) sehingga sulit ditiru oleh kompetitor.
2. Starbucks dapat membuat paten atas produknya agar tidak ditiru oleh
kompetitor.
3. Menjaga kualitas produk Starbucks agar tetap menciptakan customer
experience yang baik.
