[마케팅]Starbucks: Delivering Customer Service

소개글

마케팅 강의 수강중 제출했던 starbucks케이스 스터디입니다. (영문 6P)
세계적인 브랜드로 성장한 스타벅스가 Strong Brand Awareness를 어떻게
유지해야 하는지 TUV (Total Customer Value), TCC (Total Customer Cost)
를 중심으로 제시하고 있습니다.

목차

1. Preface
2. Introduction
3. Analysis of some of the exhibits provided:
4. Examining the Decision
5. Solutions and Suggestions
6. Looking Forward

본문내용

Preface
Howard Schultz used to brag that the success of Starbucks demonstrated an emotional connection and interaction they’d built with customers. However, within this report, one can find data that suggests a discrepancy between his perception and actual customers’ satisfaction survey data.
We will briefly summarize and examine issues facing Starbucks. Building from there, we’ll pick up the most important issue and study it from the two opposing angles. In the end, suggestions focused on TUV (Total Customer Value) and TCC (Total Customer Cost) will presented for Starbucks to consider in continuing their quest to become one of the most recognized and respected brands in the world.
Introduction
With clear core values towards providing quality coffee, the best service, and an inviting atmosphere, Starbucks has enjoyed great success in the 30 years since it was founded.

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