Starbucks: Delivering Customer Service Starbucks is dominant coffee brand in North America‚ which also is well-known worldwide. Established in 1971 as coffee shop oriented to a niche of coffee purists‚ in late 1980’s it turned to be a constantly growing chain of stores that sold whole-beans and premium-priced coffee to mostly affluent‚ well-educated customers. In years 1992-2002 company was showing at least 5% annual growth. And by 2002 Starbucks was serving already 20M customers in 5886 stores
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Bibliography: Smith‚ A. (1804) ‘An inquiry into the nature and causes of the wealth of nations’. 2nd ed. Lincoln and Gleason‚ P178. Taylor‚ F W. (1911) ‘Principles and Methods of Scientific Management’ New York: Harper Horton S.‚ & Farnham D Peters T. & and Waterman‚ Jr. R H. (1982) ‘In Search of Excellence’ Harper & Row http://www.bbc.co.uk/aboutthebbc/insidethebbc/whoweare/mission_and_values/‚ [Accessed : 26/11/12] Sachdev S. (2001) ‘Contracting culture:
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regarding the product’s breakthrough success‚ customers found the price a small drawback next to great service and friendly ambiance and gladly cashed out upwards of a dollar for a single cup of coffee. The product line was simultaneously evolved‚ with a new warm beverage hitting stores at least once every holiday season. Over the years‚ the Starbucks experience was adopted by a far wider range of customers than the initial upscale 25-44 female white collar coffee lover. This is in part due to Starbucks’
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within their organizational contexts Readily applicable models and frameworks for implementing IT strategies Proven strategies and best practices from leading-edge organizations Useful and practical advice and guidelines for delivering value with IT There will be more ten mini cases-each based on a real company presented anonymously. Mini cases are not simply abbreviated versions of standard‚ full-length business cases. They differ in two significant ways: ▪
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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
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STARBUCKS: DELIVERING CUSTOMER SERVICE Background Case P.1 According to their data‚ Starbucks are not always meeting our customers’ expectations in the area of customer satisfaction. They came up with a plan to invest an additional $40 million annually in the company’s 4‚500 stores‚ which would allow each store to add the equivalent of 20 hours of labor a week. The idea is to improve speed of service and thereby increase customer satisfaction. P.1 Day‚ Starbucks’ senior vice president of
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Starbucks: Delivering Customer Service Starbucks: Delivering Customer Service The elusive goal of customer satisfaction has long provided companies with endless headaches and difficult decisions. In the end‚ associating specific customer satisfaction metrics to company profit and loss would provide the undeniable proof needed to make changes‚ and then invest the required capital to address any concerns. Starbucks‚ not unlike the rest of the business world‚ has found itself in the same situation
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increased geographical and segmental diversification since the 1990s. At present‚ Tesco operates in clothing‚ books‚ furniture‚ electronics‚ petrol and software; internet and telecoms services; financial services; music downloads; and DVD rental. Delivering Customer Value Tesco is one of the leading companies that focus upon the customer service delivery and creating value for them. The company creates values for its customers in the following manner: Marketing Mix
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products by controlling as much of their supply chain as possible. In addition to their high quality products‚ Starbucks offered the public great product variety. They introduced and launched an array of products on a regular basis‚ ranging from new holiday beverages to their Frappuccino beverages‚ distributed by PepsiCo. This product innovation is one of the leading factors contributed to Starbucks’ positive sales growth throughout the years. Customer service also played a key role in Starbucks’
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Cited: Ho‚ T.-H. (2006). Incorporating Satisfaction into Customer Value Analysis: Optimal Investment in Lifetime Value. Marketing Science ‚ 260-277. MOON‚ Y. (2006). Starbucks: Delivering Customer Service. Harvard Business Review .
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