I mentioned at my previous entry about a book called ‘The Starbucks Experience’ by Joseph Michelli. Well, I should say that I like that book very much that I used it for my book review at the last 14 December 2007. However, after I done my book review, my supervisor asked me whether I would be interested or not in helping him to write a case about Starbucks. Specifically, Starbucks in Indonesia.
I agreed at that time and I should say that it was the fastest case that I ever wrote. It took me around 5 consecutive days to search the data and information available and sum it all up into a full case study. Fortunately my supervisor was glad with the case and even though he said that the case might need more additional information, it was ready to be used inside classrooms.
So, anyway, I would like to tell about this case. As you can see, the title is about Starbucks Indonesia. The reasons why we took Starbucks Indonesia are first of all, we already fed up with case studies about Starbucks. Yea yea we all know it was a guy named Howard Schultz who went to Italy during his business trip and inspired with the ambience in Milan’s coffee shops he came back to Seattle and made his first coffee store. At first it was named Il Giornale.
Wait, you asked, I thought the name is already Starbucks…
