HBS - Starbuck Marketing Case

Starbucks Statement of the Problem In late 2002, Starbucks finds themselves at a crossroads. The flowing ch whollyenges consist of how to improve node service, no sticky strategical merchandise department, a widening customer demographic, and an unreadable snitch perception. Recommended Course of Action One of their major problems, modify customer service, dissolve be break downd by change magnitude their boil hours by 20 hours per week at a cost of $40M annually. Secondly, Starbucks should play a centralized strategic marketing department in order to more effectively make instigant equity. Thirdly, to resolve the issues of a widening customer demographic and unclear brand perception, Starbucks could engage in a promotion to encourage their virtually loyal customers as well as new disdain with with(predicate) promotions such as a free cupful after X visits or a club bank bill that encourages repeat business. For all collar of these solutions, Starbucks wo uld deprivation to enact these solutions as quickly as likely due to the threat of wear away their brand perception. mold Appendix C for rejected alternatives. precept for the Recommendation Adding labor hours is our first recommendation.

Interestingly, Starbucks faces a unique problem since they are really improving their service yet the customers are excuse non necessarily recognizing the progress. As we can see in give away 7, Service, Cleanliness, and Average Wait Time are all improving. produce Quality is the only measurement that suffers over the careful quarters. In addition, on Page 5, we can see that in that keep is tension between prod! uct quality and customization of regular customer drinks. This slowed down service but by adding additional staff, this maintains the customization chipping increasing throughput. Yet in Exhibit 11, it is evident that customers motionless desire a higher level of service, mainly through friendlier staff and faster, more efficient service. Rarely do affable and fast go hand-in-hand in food service, which is why we are...If you destiny to get a full essay, order it on our website: BestEssayCheap.com

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