Starbucks : Delivering Customer Service
신제품마케팅 조별 사례 발표
Starbucks : Delivering Customer Service
Contents
• • • • • • • Case Summary Company Background The Starbucks Value Proposition Delivering on Service Caffeinating the World Starbucks’ Market Research: Trouble Brewing? Rediscovering the Starbucks Customer
• Suggestion
Case Summary
• > 5% ann. sales growth during 11years in a row (~2002) • close to a recession-proof product (Howard Schultz) • Lack of strategic marketing group and customer relationship management : Overlooking of market and customer-related trends. • Conducted market research and found out significant gap between company’s assumption and customers’ perception in terms of brand image and customer satisfaction • Invest extra $40m annually in 4,500 stores to improve?
Company Background
Legend : Commodity to Upscale cultural phenomenon : Starbucks Story
••In 1982, Schultz joined In 1982, Schultz joined ••Opened an espresso bar Opened an espresso bar in Seattle: in Seattle: prototype for long term prototype for long term vision vision ••The third place for The third place for Americans: Americans: positioning based on positioning based on customers’ need customers’ need ••Company taking over Company taking over ••Store expansion up to 140 Store expansion up to 140 ••Product : : Product Whole bean, premiumWhole bean, premiumpriced coffee beverages priced coffee beverages ••Customer profile: Customer profile: Affluent, well-educated, Affluent, well-educated, white-collar, 25~44, white-collar, 25~44, skewed female. skewed female. ••IPO in 1992 ($25m) IPO in 1992 ($25m) ••Unequivocally dominant Unequivocally dominant specialty-coffee brand specialty-coffee brand ••Sales CAGR of 40% since Sales CAGR of 40% since IPO IPO ••Net earnings CAGR of Net earnings CAGR of 50% 50% ••20million customers 20million customers ••5,000 stores in globe 5,000 stores in globe ••33new stores aaday (av.) new stores day (av.) ••Shultz remained as Shultz remained as chairman and chief global
Starbucks : Delivering Customer Service
Contents
• • • • • • • Case Summary Company Background The Starbucks Value Proposition Delivering on Service Caffeinating the World Starbucks’ Market Research: Trouble Brewing? Rediscovering the Starbucks Customer
• Suggestion
Case Summary
• > 5% ann. sales growth during 11years in a row (~2002) • close to a recession-proof product (Howard Schultz) • Lack of strategic marketing group and customer relationship management : Overlooking of market and customer-related trends. • Conducted market research and found out significant gap between company’s assumption and customers’ perception in terms of brand image and customer satisfaction • Invest extra $40m annually in 4,500 stores to improve?
Company Background
Legend : Commodity to Upscale cultural phenomenon : Starbucks Story
••In 1982, Schultz joined In 1982, Schultz joined ••Opened an espresso bar Opened an espresso bar in Seattle: in Seattle: prototype for long term prototype for long term vision vision ••The third place for The third place for Americans: Americans: positioning based on positioning based on customers’ need customers’ need ••Company taking over Company taking over ••Store expansion up to 140 Store expansion up to 140 ••Product : : Product Whole bean, premiumWhole bean, premiumpriced coffee beverages priced coffee beverages ••Customer profile: Customer profile: Affluent, well-educated, Affluent, well-educated, white-collar, 25~44, white-collar, 25~44, skewed female. skewed female. ••IPO in 1992 ($25m) IPO in 1992 ($25m) ••Unequivocally dominant Unequivocally dominant specialty-coffee brand specialty-coffee brand ••Sales CAGR of 40% since Sales CAGR of 40% since IPO IPO ••Net earnings CAGR of Net earnings CAGR of 50% 50% ••20million customers 20million customers ••5,000 stores in globe 5,000 stores in globe ••33new stores aaday (av.) new stores day (av.) ••Shultz remained as Shultz remained as chairman and chief global