2023 Starbucks Business Strategy Analysis & Future Coffee Trends

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Starbucks Announces New Leadership

Last September, Starbucks announced Laxman Narasimhan as Chief Executive Officer (CEO), who will take charge of the company in April. During this period, Howard Schultz will continue to serve as interim CEO, leading Narasimhan in managing the company team, deeply engaging with the brand and company culture, and participating in Starbucks' reshaping plan.

Challenges Ahead

Narasimhan's arrival will require urgently addressing the unionization issues of baristas in the American region, while also facing challenges such as slowing global competition, shipping disruptions, and coffee price fluctuations. Additionally, he will need to drive changes in underperforming market regions, develop new business operations, and redesign store layouts.

However, all these efforts require cooperation from other company management departments. Yet, after Schultz resumed the role of CEO last year, Starbucks underwent leadership reorganization and corporate reforms, with many senior executives departing. The current situation is a shortage of personnel across all departments.

In the past year, Starbucks North America head Rossann Williams, General Counsel Rachel Gonzalez, Executive Vice President of Global Supply Chain George Dowdie, and Chief Operating Officer John Culver have all left or been dismissed. Long-time board member Javier Teruel also resigned at the end of 2022. Just a few days ago, Starbucks' Vice President of Creative Studio also announced her departure after working 14 years at the coffee chain giant.

New Leadership Strategy

This executive turnover may indicate that both Schultz and Narasimhan have new candidates and strategies in mind. Narasimhan has nearly 30 years of leadership experience at McKinsey, PepsiCo, and Reckitt, as well as experience advising global consumer-facing brands.

Whenever Narasimhan joins a new company, he acts decisively, often dismissing veteran management personnel and introducing new talent. This aligns with Schultz's statement last year: "My return is not a long-term solution; we need younger, more visionary people with high execution capabilities to take over." This statement applies not only to the CEO position but to all senior executive positions.

Current Challenges

Based on the current situation, Howard has resolved some issues and begun reshaping Starbucks' corporate culture, but challenges remain with American unions, rising employee turnover rates, and declining performance in the Chinese market. Howard's efforts alone are not sufficient.

Another reason for selecting Narasimhan is his extensive and rich qualifications in the consumer industry and overseas market management, with the United States and Asia being Starbucks' two largest markets.

Future Outlook

Currently, after China's policy relaxation, Starbucks' performance in the Chinese region has shown some recovery, but new layouts and strategies are still needed. Meanwhile, the American union issue remains a challenging problem. We hope that Narasimhan's appointment will bring a new chapter to Starbucks.

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