Download to read offline
Uploaded byAgung Primarsabudhi
2스타벅스 Starbucks Study case
Starbucks began in 1971 in Seattle and grew to over 140 stores in the Northwest and Chicago by 1987 when founder Gerald Baldwin sold the company to Schultz. Under Schultz's leadership as Chairman and CEO, Starbucks established itself as the dominant coffee chain in North America, growing to over 6,000 stores by 2002 through focus on quality products, atmosphere, service, and innovative distribution channels. However, surveys found problems with brand image and meeting evolving customer needs and preferences. To improve customer satisfaction, Starbucks conducted more market research, enhanced training, and engaged in corporate social responsibility initiatives.
More Related Content
![홍보광고학과1212693송수연 브랜드북[모노치즈]](https://cdn.slidesharecdn.com/ss_thumbnails/1212693-161127141209-thumbnail.jpg?width=640&height=640&fit=bounds)
![[SNS] 브랜드별 인스타그램 활용도 조사](https://cdn.slidesharecdn.com/ss_thumbnails/2016-01-1919-20-170222074206-thumbnail.jpg?width=640&height=640&fit=bounds)
Similar to 2스타벅스 Starbucks Study case
2스타벅스 Starbucks Study case
- 1.
- 2.
- 3.
- 4. American coffee companyand 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
- 5.
- 6.
- 7.
- 8. Product Innovation Launched newproduct on regular basis 8
- 9. Service Innovation Starbucks’ Stored-ValueCard (SVC) T-Mobile Hotspot 9 Starbucks Aplication
- 10. Customer satisfaction - Changesin customers - Competitors 10
- 11. Problems Rough brand Image Solutions Barista/Baking Classes Fundraising CSR 53% 61% 2000년 2001년 MAKE MONEY Starbucks cares primarily about Building more stores was also up from 48% to 55%.
- 12. Product Innovation Problems Solution Starbucks’ R&Dne eds to make more research to find ne w various products to catch customer satisfaction. 12
- 13. Research Method Mystery Shopper RealCustomer Mind SolutionsProblems 13
- 14. Are customer satisfied? Maybe.. Wecan use the result to strengthen our suggestions 14
- 15.
- 16. 16 We thought Starbucksoffers 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.
- 17. 17 Reference Starbuck Delivering CustomerService Harvard casen http://www.nfcworld.com/2014/06/04/329509/starbucks-korea-lets-customers-place-orders-mobile-phone-countries-follow/
Editor's Notes
- #5 Starbucks was founded in seattle in 1971, and than in 1982 Schultz joined the starbuck marketing team, in 1987 starbuck founder sell their company to Schultz (Schultz acquired starbucks), and in 1992 starbuck had 140 stores in Northwest and Chicago and than in 2002 Schultz as Chairman and Chief Global and Orin Smith as new CEO.
- #6 The 1st is quality product. To eforce exacting coffee standards, starbucks controlled as much of the supply chain as possible. The 2nd is service, Starbucks gave the best service to make ‘customer intimacy’ And the last is atmosphere, starbucks had seating areas to encourage lounging and layouts that were designed to provide an upscale yet inviting environment for Reviews those who wanted to linger.
- #8 Starbucks have basic criteria to delivering customer service, there are: Service, it’s about how to the starbucks’ partner interacted with customers, like : did the register partner verbally greet the customer?, and did the barista and register partner make eye contact or Say thank you with the customer? Cleanliness, was the store, counters, the tables, the restroom clean? Product quality, was the order filled accurately? Was the temperature of drink within range? Speed of service, how long did customer have to wait?
- #10 Starbucks application - Customers can order with their mobile device. Also provide the details of their order to a barista via a QR code, rather than having to communicate their order verbally.
- #11 In this Harvard case, we have found that Starbucks wanted to focus on its customer satisfaction. There are two main reasons; One is ‘changes in customers’. Actually, Starbucks’ main customers were well-educated, rich, and ages btw 25-44. But new customers tend to less-rich, younger, and less-educated. So, Starbucks should catch not only established, but new customers’ minds to realise customer satisfaction. Another reason is ‘competitors’. In 2002, Starbucks’ share of coffee market is 42%, but there were also several competitors like small-scale, independent coffee chains, and non-coffee related like Dunkin donuts. Among these competitors, Starbucks did concentrate on people’s satisfaction not to lose their customers. (little bit more than one minute)
- #12 And we’ve also discovered that Starbucks had several problems related to customer satisfaction. Firstly, Starbucks has rough brand image to customers. According to its survey, the percentage of ‘Starbucks cares primarily about making money’ was up from 53% in 2000 to 61% in 2001. In addition, another question of ‘Starbucks cares primarily about building more stores’ was also up from 48% to 55%. So we suggest that to change brand image, Starbucks should do some activities for example, offering barista/baking classes, fundraising, and CSR. Let’s look one video clip about Starbucks’ CSR (one minute only for speaking)
- #13 Secondly, It also had a problem about product innovation. Starbucks launches seasonal drinks every year, however, in the case, we can see ‘importance rankings of key attributes in creating customer satisfaction’, the satisfaction percent of ‘new, innovative beverages’ is only 13%, the second lowest key attributes to customer satisfaction. So, we think if Starbucks’ research and development needs to make more research to find new various products to catch customer satisfaction. For example, before launch new drinks, provide samples to customers to check if it suits to customers taste.. (one minute)
- #14 Lastly, we’ve thought Starbucks’ research method is also problematic. Starbucks has mystery shopper program called ‘customer snapshot’. It was made for tracking Starbucks’ service performance with 4 ‘basic service’ criteria : Service, Cleanliness, Product quality, and speed of service. But, mystery shoppers visit stores only three times a quarter, which means the frequency of visiting is a bit not enough to check stores. And another thing is objectivity. The result would depend on mystery shoppers’ subjective prospect. The definition of cleanliness, atmosphere, and service can be different from mystery shoppers. So to get over this, we suggest that if Starbucks really wants to use this customer snapshot, then put more mystery shoppers to enhance reliability. or.. Do survey from customers to hear ‘real’’ customer’s sounds.
- #15 SO… we did survey to know REAL customers’ thinking about Starbucks service additionally.
- #16 Pls remain this …. I will check again!
- #17 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.