"When a company no longer wants to make a profit or maximize its own interests, it will inevitably win the respect and understanding of consumers. A good reputation has become Costco's most expensive asset, which is much more effective than spending a lot of money on promotional advertising..."

Andy, wearing only a pair of shorts, leaned on the lounge chair on the open-air balcony. The parasol blocked the bright afternoon sunshine. While talking on the phone, he looked into the vast scenery of Puget Sound and Elliott Bay in the Pacific. The slowly flowing clear bo, the white ships floating on the sea, and the green jungle in the distance, formed a quiet picture, and the poetic and picturesque scenery could not be removed for a long time.

"I like the culture of this company. It still has deep potential to tap. On the issue of e-commerce, Costco's management thinking is somewhat conservative."

As a traditional retail industry, Costco is not without its flaws. However, they have reduced the price of goods to a minimum, and followed the membership fee system. They are indeed not afraid of e-commerce competition in the short term. However, from the long-term trend, conservatism also means backwardness. Every price negotiation with suppliers is the root cause of the huge boom in Costco's stock price.

"Boss, Costco also has its limitations. Of course, it cannot be denied that "limitingness" is the operating characteristics that distinguish Costco from other companies. In short, it is a single and ultimate product thinking. This is very consistent with the relatively simple and dedicated American values ​​and the relatively mature consumption concept. These help warehouse supermarkets continue to carry forward in the soil of American culture.

But because of this, it is difficult for Costco to compete with Walmart without the soil of North America, which also limits Costco's international expansion."

Alvetre on the other end of the phone also pointed out the limitations of Costco without any concealment. His job is to give advice to Andy, the boss, to correct his mistakes.

"Haha, isn't there enough food in the North American market?" Andy didn't care about this and smiled faintly: "Now I think it's too late to say this, so I'll slowly erode the shares and wait for the opportunity."...

After hanging up the phone, Andy sighed lightly, picked up the iced watermelon juice on the small table beside him, bite the straw and took a big sip, nodded down, and the sunglasses placed on the forehead fell on the bridge of his nose, lying leisurely on the recliner.

Dongdongdongdongdong

"Boss, I'm back."

In a daze, Andy, who was taking a nap, heard the soft call and a familiar scent in his ears. He couldn't help but open his eyes, took off his sunglasses, and squinted his eyes to look at the person coming.

He wore a flip design, emerald green solid color, and a three-dimensional flower-decorated U-collar silk shirt was added in front of him. He paired it with a pair of white straight cropped trousers and a black and white drawstring design. The little assistant who tightens his waist and makes him look slim was sitting next to him, pushing him to wake him up.

"Hmm? I'm back, how about it, everything is fine for your family, right?"

Tory Black reached out to open the mineral water on the table, poured it into a cup and handed it to Andy, and said with a sweet smile: "Everything is great, thank you boss."

Seeing the happy smile on the little assistant's face, Andy took a sip of water and rinsed his mouth. The little assistant immediately picked up another cup to catch it, took another sip of water, and then smiled and said, "It's all small things, just be happy."

Andy asked Tory's parents to be arranged to join Starbucks and live a middle-class life. Although the little assistant now is not short of money, Tory himself does not want to give his parents too much money, thus changing the peaceful life of this ordinary family. A good job is enough to make her parents live happily and calm.

As the saying goes, one person has achieved enlightenment and a dog ascends to heaven, not to mention that the little assistant has always been very obedient and obedient, and is serving 360 degrees without blind spots. Andy naturally wants to make her have no worries.

Although Tori's previous situation made her feel a little weak about her family, after all, she is no longer the little girl who was struggling in society in the past. Why don't a successful person want family and friends to share the joy of success together?

On the morning of August 28, Andy walked into the auditorium of Starbucks headquarters with a smile and energetic spirit. Store managers and headquarters management from all over North America gave warm applause.

Sitting on the rostrum with Howard Schultz, Andy straightened his body, looked around the stage for a week, reached out to press down to calm the applause. He himself knew that these applauses were not from the sincerity of everyone present. After all, as a latecomer, he had also carried out a bloody change and was unrealistic to get sincere support.

However, does Andy need to care about the opinions of these employees?

To be honest, it really doesn't need it. After all, Starbucks' layoffs have just fallen shortly after, and bloody examples are there. For such a company that has acquired and acquired halfway, Andy doesn't need the company to love him much. What he wants is awe!

Andy's smile was restrained and said in a very serious and serious tone: "After a period of change, a brand new Starbucks is on the road again, which is inseparable from the cooperation and efforts of everyone present.

I absolutely believe that after this shock-like reform, we will definitely turn the situation around the company. Although this process is extremely difficult, we have come here after all... "

"Smack it..."

The audience was applause thunderous, and this time the applause was indeed sincere to everyone... I breathed a sigh of relief and finally no longer had to live a worried life.

Andy smiled slightly, reached out to press down and continued with a calm expression: "I know, many people breathed a sigh of relief, thinking that the turbulent days have finally passed, and it has indeed passed, but in the future, the company will require you more strictly than before, and you must also ask yourself whether you can still stick to Starbucks' mission, whether you firmly believe that we can do this, and whether you are ready for the upcoming battle!"

As Andy asked the other three questions, the audience was silent. Andy's eyes flashed with a sharp light and glanced at the entire venue, his tone became more and more serious, and he continued: "In the issue of becoming the chairman, I know that many people are not optimistic about it, and even think that this may be a disaster for Starbucks... Then, I tell you, and everyone who has this idea, I don't need your vote to support you!

I just have one thing you do, it is to repair the house because it caught fire! I will never tolerate the company's previous performance. I cannot tolerate the existence of anyone in the company who does not believe in the company and our core mission."

Howard Schultz, who was sitting next to Andy, looked at Andy with a complicated look and looked at Andy with a cold face. He couldn't help but sigh in his heart. He could only smile bitterly at Andy's act of swearing sovereignty. He knew that after this conference, Starbucks would bring the mark of this young man, regardless of whether he wanted to or not.

"I came to Starbucks with a vision, that is, to make Starbucks a great company for sustainable development, to create the most famous and respected brand around the world, and to be famous for inspiring and nurturing humanistic spirit.

To this end, I have also formulated seven major measures for Starbucks…”

On the rostrum, Andy faced the burning eyes of thousands of people in the audience, stretched out a finger with a calm expression and said eruditely: "First, become the undisputed leader of the coffee industry.

Second, attract and inspire Starbucks partners, that is, everyone here and future company employees.

The third is to rekindle customers' enthusiasm for Starbucks and establish an emotional bond with customers.

Fourth, expand global business and make every Starbucks store the core of the local community.

The fifth is what we insist on, and we must be the leader in moral procurement and environmental protection.

The sixth is to build an innovative development platform that matches Starbucks' coffee, with wireless network covering all stores.
Chapter completed!