Case Study

Sample Case Study 1: Starbucks
“Starbucks continually works to please customers. Strengthening its brand and customer satisfaction is more important than ever as Starbucks seeks to regroup after the 2008-2009 recession forced the company to rethink its strategy. In addition to shutting down stores, Starbucks refocussed the brand by upgrading its coffee-brewing machines, introducing new food and drink items for the budget-conscious consumer, and refocussing on its core product. While Starbucks had for years been looking for ways to branch out into music, movies and other merchandise, 2009 found Starbucks thinking small for the first time. The company started to focus more on the quality of the coffee, the atmosphere of the coffee shops, and the overall Starbucks experience, rather than continuing its rapid expansion of stores and products.

Enhancing the customer experience in its stores also became a high priority. As a way to encourage people to relax and spend time there, Starbucks offers wireless Internet access with T1 speeds in more than 4,300 coffee houses in the U.S. and European stores. Additionally, Starbucks supports discussion in their coffee houses through ‘the way I see it’, a collection of thoughts, opinions, and expressions provided by notable figures that appear on Starbucks cups. Starbucks focuses most of its efforts on the customer, as a way to enhance their experience and to build loyalty”.

Analyse the case study above and answer the following questions:

  1. In your opinion what are the main issues in this case study

Answer

|The Firm                                     |The Customer                                 |The Customer Experience                       |
|1                                             |1                                             |1                                             |
|2                                             |2                                             |2... [continues]

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