starbucks case study marketing 영문

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목차

1. What factors accounted for the extraordinary success of Starbucks in the early 1990s? What was so compelling about the Starbucks value proposition? What brand image did Starbucks develop during this period?

2. Why have Starbucks’ customer satisfaction scores declined? Has the company’s service declined, or is it simply measuring satisfaction the wrong way?

3. How does the Starbucks of 2002 differ from the Starbucks of 1992?

4. Describe the ideal Starbucks customer from a profitability standpoint. What would it take to ensure that this customer is highly satisfied? How valuable is a highly satisfied customer to Starbucks?

5. Should Starbucks make the $40 million investment in labor in the stores? What’s the goal of this investment? Is it possible for a mega-brand to deliver customer intimacy?

본문내용

1. What factors accounted for the extraordinary success of Starbucks in the early 1990s? What was so compelling about the Starbucks value proposition? What brand image did Starbucks develop during this period?
Of course, the taste of differentiation is main factor of success, I think new experience and culture of coffee attract the customers. Americans needed to have the third place where they could go to relax and enjoy others, or just be by themselves. However, Starbucks solve that problem and provide the third place. Schultz imagined that the customer`s experience should be wonderful from the moment he or she walked in the door of a Starbucks. The Starbucks value proposition consists of three parts. First, they provide highest quality coffee so that it can be controlled distribution to retail stores around the world. Second is the service. The Barista should recognize the customer and greet him or her by name. The Barista should also know the customer`s regular order and start preparing it right away so that they can make customer intimacy. Third is atmosphere. Using universal appeal and basing on a sense of community, they make people stay and interact each other.

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