Solution of the Starbucks case regarding the customers satisfaction and customers expectation.Full description
This study offers an in-depth analysis on the close down of a Starbucks café, a foreign firm, and its penetration in the China. As an analysis, this study is qualitative in society. We coll…Full description
saluran pemasaran dan distribusi fisikDeskripsi lengkap
saluran pemasaran dan distribusi fisik
Managing information systems - StarbucksFull description
caso de estudio de marketing, el exito y la estabilizacion del mercado, nuevas politicas y clientes objetivoDescripción completa
analisis administrativo de la empresa starbucksDescripción completa
Descripción: Ensayo del libro La experiencia Starbucks
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Descripción: ensayo
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CUSTOMER SERVICEDescripción completa
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STARBUCKS
Delivering Customer Custo mer Service Ser vice
Delivering Customer Service
11th consecutive year of
5%↑ 5% ↑store sales growth. We‟ve demonstrated that we are close to a recession proof product
But, Research says, Starbucks are not meeting customers expectations in the area of customer satisfaction
Target Affluent well-educated white-collar female between the age 25 and 44
• • • •
Sale Whole beans & premium priced coffee
Starbucks’ long-tern vision
Another place Relax Enjoy
Themselves
Company Background
Schultz decided to take the company public. Starbucks had spent almost nothing on adverts
.
Today, • Out of 16,000 branches throughout the world (300 branches in Korea) Visited by approximately three million customers •
The rate of annual growth is average
30~40%
The Starbucks Value Proposition
Starbucks‟ brand strategy “Live Coffee”
Coffee-itself
Service Customer Intimacy
Atmosphere
Channel of Distribution Location High-traffic & visibility Retail center, Office, University , Hotel, Airlines, Restaurants Online or Mail-order
4% 6%
Sales
13%
77%
Broad Distribution Strategy
Coffee Beverages Food Items -
Starbucks Partners Starbucks
employees were called “Partners” Best places to works ranked 47th.-Fortune Satisfaction rate 80~90% Encouraged promotion
Delivering on Service – Partners
Hard Skill •
•
How to use the cash register How to mix drinks
Soft Skill •
•
“Just say Yes”
The last thing we want to do is win the argument and lose the customer
Delivering on Service - Barista Make beverages to our quality standard. Customers customized their Drinks If a customer comes in and wants is their way? Customize → Slow down the service Put a lot of strain on baristas Hire more baristas to share the workload
Measuring Service Performance
Service
Cleanliness
Product
Speed of
quality
service
Basic
Service Mystery shopper program
Competition
Small-scale Independent
specialty coffee chains
specialty coffee chains Dunkin
donuts
Objective : Most
recognized and
respected brand in the world Retail Expansion 1/3 coffee consumption took place outside
Without Direct control - 8 states
Product Innovation
New product Launched
Service Innovation
SVC Card
Successful
Twice the
innovation
number of
„Frappuccino‟
cash customer
Market Research : Trouble Brewing Starbucks marketing group •
•
•
Market research group A Category group Marketing group