Starbucks - 2008
Cognition gives the companies information on how consumers respond to different marketing stimuli they face for the products used. It has to do with customer’s thinking and how do they behave toward a particular product. To be more specific and also reading the book “cognition refers to the mental structures and processes involved in thinking, understanding, and interpreting stimuli and events.” (Peter & Olson, pg. 21) Based on my personal experience I don’t really know a lot about Starbucks, but as everyone else I have tried their coffee. I was really very satisfied as a customer for their quality and service. Reading the case study on the book and searching on Starbucks’ main web page I explored many things about Starbucks that I really didn’t know. Reading on their company profile I learned that Starbucks began in 1971 with a single store, and today they have expanded “in more than 16,000 locations in over 50 countries.” (As of Dec.2009) The first thing that seemed very interested to me was their mission statement, “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” (Starbucks, 2010) Starbucks considers the customer service as a process of human connection by laughing and communicating with them. The second interest thing about Starbucks is that to support their mission statement the company has created a program on Business Ethics and Compliance. This program helps to protect the company’s culture and reputation by encouraging the staff on making ethical decisions at work. The third thing that I learned for Starbucks from the case study is that on 2003 “it became a Fortune 500 company.” (Peter & Olson, pg. 32) Its massive expansion started in early 1990s and Bonander has written on his article about Starbucks that “on average, two new Starbucks have opened every day since 1987.” (Bonander, 2008) The fourth thing about Starbucks is the answer of the secret how it achieved the success it...
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