Case Study on the Success and Decline of Starbucks in the Last 10 Years
Case study on the Success and Decline of Starbucks in the last 10 years
QUALITATIVE ASSIGNMENT
Case study on the Success and Decline of Starbucks in the last 10 years
1st October 2011
TABLE OF CONTENT
1. INTRODUCTION 3
1.1 CONCEPTS AND DEFINITIONS 4
1.2 JUSTIFICATION OF THE STUDY 5
2. THEORETICAL BACKGROUND 6
2.1 SUCCESSFUL SERVICE INDUSTY COMPANIES 6
2.2 Strategy Formulation in service industry 7
2.3 Customer Value, Satisfaction, and Loyalty 8
2.4 Service Quality 10
3. CASE DESCRIPTION 12
4. DATA AND METHODS 14
4.1.1 RESEARCH STRATEGY 14
4.1.2 Visual Design of Methodology 15
4.1.3 Limitations 15
4.2 Data Collection 16
5. SWOT Analysis on Starbucks 16
5.2 The Company’s timeline 19
6. RESULTS 23
7. CONCLUSIONS 24
8. CONTRIBUTION OF EACH STUDENT 24
9. REFERENCES 26
APPENDICES
Appendix I Outstanding Events of Starbucks
Appendix II Financial Data of Starbucks
INTRODUCTION
Hardly any company is as associated with coffee as is Starbucks. Starbucks has come a long way from its roots as a single coffee shop in Seattle, Washington. Now it is a multi-billion dollar business that operates 17018 coffee shops in 57 countries, through which it sells fresh, rich-brewed coffees, Italian-style espresso beverages, cold blended beverages, a variety of complementary food items, a selection of premium teas, and beverage-related accessories and equipment. Besides this, Starbucks also licenses its brand to retail stores which sell coffee and tea products, as well as ready-to-drink beverages.
Starbucks’ core-competence is selling high-quality coffee beverages at premium prices in
QUALITATIVE ASSIGNMENT
Case study on the Success and Decline of Starbucks in the last 10 years
1st October 2011
TABLE OF CONTENT
1. INTRODUCTION 3
1.1 CONCEPTS AND DEFINITIONS 4
1.2 JUSTIFICATION OF THE STUDY 5
2. THEORETICAL BACKGROUND 6
2.1 SUCCESSFUL SERVICE INDUSTY COMPANIES 6
2.2 Strategy Formulation in service industry 7
2.3 Customer Value, Satisfaction, and Loyalty 8
2.4 Service Quality 10
3. CASE DESCRIPTION 12
4. DATA AND METHODS 14
4.1.1 RESEARCH STRATEGY 14
4.1.2 Visual Design of Methodology 15
4.1.3 Limitations 15
4.2 Data Collection 16
5. SWOT Analysis on Starbucks 16
5.2 The Company’s timeline 19
6. RESULTS 23
7. CONCLUSIONS 24
8. CONTRIBUTION OF EACH STUDENT 24
9. REFERENCES 26
APPENDICES
Appendix I Outstanding Events of Starbucks
Appendix II Financial Data of Starbucks
INTRODUCTION
Hardly any company is as associated with coffee as is Starbucks. Starbucks has come a long way from its roots as a single coffee shop in Seattle, Washington. Now it is a multi-billion dollar business that operates 17018 coffee shops in 57 countries, through which it sells fresh, rich-brewed coffees, Italian-style espresso beverages, cold blended beverages, a variety of complementary food items, a selection of premium teas, and beverage-related accessories and equipment. Besides this, Starbucks also licenses its brand to retail stores which sell coffee and tea products, as well as ready-to-drink beverages.
Starbucks’ core-competence is selling high-quality coffee beverages at premium prices in
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