Case Study - Starbucks

Topics: Coffee, Starbucks, Coffeehouse Pages: 16 (5155 words) Published: January 4, 2013
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Content
Executive summary ---------------------------------------------------------------------2 History of starbucks----------------------------------------------------------------------2 From little beans big things grew ----------------------------------------------------------------3 Starbucks advertising--------------------------------------------------------------------4 Marketing situation ----------------------------------------------------------------------5 1. Customers -----------------------------------------------------------------------5 2. Competitor analysis ------------------------------------------------------------6 3. Market objectives and performance ------------------------------------------6 Mission strategy -------------------------------------------------------------------------7 SWOT and issue analysis---------------------------------------------------------------7 1. Strength --------------------------------------------------------------------------7 2. Weakness-------------------------------------------------------------------------8 3. Opportunity ---------------------------------------------------------------------8 4. Threat-----------------------------------------------------------------------------9 Market strategy--------------------------------------------------------------------------10 1. Target market ------------------------------------------------------------------10 2. Market position ----------------------------------------------------------------10 3. Marketing ----------------------------------------------------------------------11 Ⅰ Product --------------------------------------------------------------------11 Ⅱ Price -----------------------------------------------------------------------13 Ⅲ Promotion -----------------------------------------------------------------14 Ⅳ Place -----------------------------------------------------------------------14 Ⅴ Staff ------------------------------------------------------------------------15 Remain strong --------------------------------------------------------------------------16 Control -----------------------------------------------------------------------------------20

Executive summary
Starbuck is one of the fastest growing retailers in the world as it has built its market position with a linkage to its customers by providing a place for them beside work and home, where people could relax and enjoy themselves. It has over 7000 stores located worldwide. Starbucks has a mission statement of structuring a pleasant work environment in which employees are treated with respect and dignity, incorporating diversity in all its business aspects to deliver fresh coffee, satisfying customers, and developing profitability for the company’s success.

Providing excellent customer service is not an easy task. This service experience report emphasizes on the aspects of improving customer service through analysis and evaluation of the critical service point in the service encounter and formulating a market plan. I will briefly summarize problems that starbucks facing and suggest what actions should be taken to keep it in continuing improve customer satisfactions and strengthen its market position.

History

STARBUCKS COFFEE COMPANY WAS FOUNDED IN 1971 BY THREE COFFEE AFICIONADOS. STARBUCKS, NAMED AFTER THE COFFEE-LOVING FIRST MATE IN MOBY DICK, OPENED ITS FIRST STORE IN SEATTLE’S PIKE PLACE PUBLIC MARKET. DURING THIS TIME, MOST COFFEE WAS PURCHASED IN A CAN DIRECTLY FROM SUPERMARKET SHELVES. STARBUCKS’ CONCEPT OF SELLING FRESH-ROASTED WHOLE BEANS IN A SPECIALTY STORE WAS A REVOLUTIONARY IDEA.

In 1987, Howard...
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