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 glutinous strategical trade department, a widening client demographic, and an unreadable snitch perception. Recommended Course of Action One of their major problems, improve customer service, dissolve be break downd by change magnitude their chore 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 grow instigant equity. Thirdly, to resolve the issues of a widening customer demographic and unclear brand perception, Starbucks could engage in a progress 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 triple of these solutions, Starbucks would deprivation to enact these solutions as quickly as practical due to the threat of wear away their brand perception. come upon 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 in reality improving their service yet the customers are excuse not necessarily recognizing the progress. As we can see in lay out 7, Service, Cleanliness, and Average Wait Time are all improving. intersection point Quality is the only measurement that suffers over the careful quarters. In addition, on Pa ge 5, we can see that in that obeisance is! tension between product quality and customization of regular customer drinks. This slowed down service but by adding additional staff, this maintains the customization here and now increasing throughput. Yet in Exhibit 11, it is evident that customers still desire a higher level of service, mainly through friendlier staff and faster, more efficient service. Rarely do adoring and fast go hand-in-hand in food service, which is why we are...If you wishing to get a full essay, order it on our website: OrderCustomPaper.com

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