2스타벅스 starbucks study case
TRANSCRIPT
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Table Of Content
Main Case of Starbucks
Main Issues
Survey Results
Conclution
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3
Delivering customer ServiceCase
American coffee company and coffeehouse chain.
Starbucks founded in
Seattle
1971
Schultz joined the Starbuck
marketing team
1982
Starbuck founder (Gerald Baldwin,
Gordon Bowker, and Ziev Siegl) sold
theirs company to Schultz.
1987
Company had 140 stores in
Northwest and
Chicago
1992
Schultz as Chairman & Chief global New
CEO Orin Smith,Estabilished as
dominant in North America
2002
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Branding strategy
5
Quality product
Atmosphere
Service
6
Channels Distribution
High-trafficHigh-visibility
Office buildingsUniv campuses
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Basic Service Criteria• Service• Cleanliness• Product qual-
ity• Speed of Ser-
vice
measuring
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Product Innovation
Launched new prod-uct on regular basis
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Service Innovation
Starbucks’ Stored-Value Card (SVC)
T-Mobile Hotspot
Starbucks Aplication
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Main Issues
Customer satisfaction
- Changes in customers - Competitors
ProblemsRough brand Image
SolutionsBarista/ Baking ClassesFundraising CSR
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2000년
2001년
53%
61%Make Money
Starbucks cares primarily about
Building more stores was also up from 48%
to 55%.
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Main Issues
Product Innova-tion
Prob-lems
SolutionStarbucks’ R&D needs to make
more research to find new various products to catch customer satis-
faction.
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Main Issues
Research Method Mystery Shop-
per
Real Customer Mind
Solu-tions
Problems
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Are customer satisfied?
Maybe.. We can use the result to strengthen our suggestions
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82 Re-sponded
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Conclusion
We thought Starbucks offers good products and services to customers with their strengths. But from this case,
we could know that Starbucks had some problems to meet customer’s satisfaction, also they agree that
they have some insufficient parts to solve their problems. So if Starbucks tries to solve these problems,
then we think it can optimize its customer satisfaction.
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Reference Starbuck Delivering Customer Service Harvard casenhttp://www.nfcworld.com/2014/06/04/329509/starbucks-korea-lets-customers-place-orders-mobile-phone-coun-tries-follow/