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 viscid strategical selling department, a widening client demographic, and an unclear snitch perception. Recommended Course of Action One of their major problems, meliorate customer service, dissolve be break downd by increase their cranch 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 take a crap instigant equity. Thirdly, to resolve the issues of a widening customer demographic and unclear brand perception, Starbucks could engage in a forward motion to encourage their virtually loyal customers as well as new disdain done with(predicate) promotions such as a free cupful after X visits or a club bank bill that encourages repeat business. For all lead of these solutions, Starbucks would deprivation to enact these solutions as quickly as feasible due to the threat of wear away their brand perception. take 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 truly improving their service yet the customers are excuse non necessarily recognizing the progress. As we can see in march 7, Service, Cleanliness, and Average Wait Time are all improving. merchandise Quality is the only measurement that suffers over the careful quarters. In addition, on Page 5, we can see t hat in that approve is tension between pro! duct quality and customization of regular customer drinks. This slowed down service but by adding additional staff, this maintains the customization opus increasing throughput. Yet in Exhibit 11, it is evident that customers smooth desire a higher level of service, mainly through friendlier staff and faster, more efficient service. Rarely do amicable and fast go hand-in-hand in food service, which is why we are...If you motive to get a full essay, order it on our website: OrderCustomPaper.com

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