2스타벅스 starbucks study case

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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

4

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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T

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/