By Oh Young-jin
Staff Reporter
What's the secret to Starbucks' success?
American ingenuity is only one of the reasons for the coffee franchise's achievement. Another is the size of the U.S. market where it began. Apple, Microsoft, Caterpillar and other multinationals owe their success to the fact that they grew out of the world's biggest market.
However, talking to Darrel Kim, the Korean-American director in charge of Starbucks' consumer products in the Northeast Asian market, peels away another layer behind the secret, coming one step closer to the core truth behind the American myth ― in a good way.
He's concerned with the selling of bottled or canned Starbucks products in convenience stores, discount outlets and ``shaded houses'' in the middle of golf courses.
He used to work for Ernest & Young and handled Korean accounts with Samsung, among others. With his ethnic background and knowledge of Korea Inc.'s modus operandi, he looks comfortable with his Korean partner. Of course, Kim's case can't be overly generalized because of many exceptions but ― at least during a 40-minute meeting ― Kim gave those impressions. He also elaborately stuck to his message and rarely went astray despite repeated attempts.
He took pains to stay on focus at the end of the interview, but when asked about the ``faulty'' bottle caps on Starbucks products, he instantly checked his notebook and wrote down the concern with a promise to get back to me. It was at that moment that the press interview turned into customer service interaction.
Kim was all ears. ``I didn't know,'' he said, busy with a pen in hand. ``I will get back to you,'' he said. His enthusiasm looked genuine, with his mind already working in order to figure out how to address the consumer complaint.
His reaction was reassuring and he explained why he thought he was the person who had the best job in the world.
``I wake up every morning to find myself part of the brand called Starbucks, which helps our customers feel better about themselves,'' Kim said.
Kim was tactically silent when asked about allegations that snack bars at some golf courses don't sell any other brand besides Starbucks because of Starbucks' precondition that they should sell only their products.
``I don't have any information about it,'' Kim said.
He answered this question by reciting his company's philosophy. ``We have a famous quote ― Starbucks is not a coffee company serving people but a people's company serving coffee.''
He also talked about a special place Korea has in his mind and the pride he feels as a Korean-American when he talked about Korea's trend-setting role for the rest of the time he is in charge.
A mint-flavored Starbucks beverage was launched in Korea last year. It is now being launched in Hong Kong ― the first case in which a product produced outside the United States has been marketed in another international location. He said that the first shipment sent to Hong Kong had been sold out, with orders for more already placed.
He was reassured of Starbucks' continued success in its Asian market as well as in Korea, saying his job is listening to customers and doing his best to satisfy their needs.