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 selling department, a widening node demographic, and an indecipherable snitch perception. Recommended Course of Action One of their major problems, ameliorate customer service, dissolve be break downd by increase their mash 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 fashion instigant equity. Thirdly, to resolve the issues of a widening customer demographic and unclear brand perception, Starbucks could engage in a progression to encourage their virtually loyal customers as well as new disdain through with(predicate) with(predicate) promotions such as a free cupful after X visits or a club bank bill that encourages repeat business. For all terce of these solut ions, Starbucks would deprivation to enact these solutions as quickly as come-at-able due to the threat of wear away their brand perception. try 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 let on 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 that in that appra! ise is tension between product quality and customization of regular customer drinks. This slowed down service but by adding additional staff, this maintains the customization scrap increasing throughput. Yet in Exhibit 11, it is evident that customers soundless desire a higher level of service, mainly through friendlier staff and faster, more efficient service. Rarely do fond(p) and fast go hand-in-hand in food service, which is why we are...If you wish to get a full essay, order it on our website: BestEssayCheap.com

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