• Home   /  
  • Archive by category "1"

Starbucks Delivering Customer Service Case Study Essay Examples

Timothy Little BAD 345 Case Study 2 Starbucks: Delivering Customer Service The story of Starbucks’ success is simply extraordinary. Indeed, the vision that Howard Schultz had for the small coffee shop back in 1982 has become a cultural phenomenon. In fact, according to Schultz, “The idea was to create a chain of coffeehouses that would become America’s ‘third place.’ At the time, most Americans had two places in their lives-home and work. But I believed that people needed another place, a place where they could go to relax and enjoy others, or just be by themselves. I envisioned a place that would be separate from home or work, a place that would mean different things to different people” (2). Clearly, Schultz’s long-term vision has become a reality. Perhaps the biggest contributor to Starbucks’ success in the early 1990s was the company’s attractive value proposition. Indeed, the company focused on creating an experience around coffee for the consumer. Striving to integrate its “live coffee” mantra into everyday life, Starbucks developed three important components to its branding strategy: coffee (the product itself), service, and atmosphere. The company prided itself on providing what was believed to be the highest-quality coffee in the world, sourced mainly from the African, Central and South American, and Asian-Pacific regions of the world. The second component is customer service, which Starbucks often refers to as customer intimacy. While friendly customer service is always appreciated, customer intimacy focuses

Starbucks: Delivering Customer Service Essay

Problem statement:

Recent market research has revealed that Starbucks is not meeting customer expectations in the area of customer satisfaction. Starbucks must come up with a plan to target specific areas of improvement identified in the research to improve sales while keeping the potential impact on bottom line to the minimal.

Situation analysis:

Key results that stood out from the recent market research conducted showed that Starbucks:

* Was perceived as a corporate giant primarily concerned with growth.

* Attracted a new breed of younger, less well-educated, lower income, less frequently visiting customers.

* Was not meeting customer expectations in terms of customer satisfaction.

Senior Management at Starbucks have the task of analyzing the results of the market research to understand the real reasons behind this fall in customer satisfaction levels and developing a plan to positively impact these statistics and ultimately increase sales and profitability.


The demographics of a typical customer at Starbucks have changed drastically from its early days. Newer customers are younger, less well-educated, earned less, visited the coffeehouse less often and had very different perceptions of the Starbucks brand than those that were regulars who had been customers for a longer time. The historical customer profile of an affluent, white-collar female aged between 25 and 44 had expanded and reflected the market realities of a multicultural population. A typical customer visited Starbucks five times a month. While many factors influenced customer satisfaction, overall service and speed of service were identified as the most influential.


Starbucks was clearly ahead of its competitors in terms of size of operations and profitability. In the US, Starbucks competed against:

* Regional small-scale specialty coffee chains like Caribou Coffee

* Numerous independent specialty coffee shops

* Donut and bagel chains like Dunkin Donuts


Starbucks pursued its overall objective to establish itself as the most recognizable and respected brand in the world by focusing on retail expansion and product innovation. Starbucks believed in creating an experience around the consumption of coffee and to achieve this they developed and operated on an experiential branding strategy. Customer service was an important component of this strategy and tied into customer satisfaction. Part of the DNA of...

Loading: Checking Spelling


Read more

marketing plan Essay

3545 words - 14 pages BA (HONS) BUSINESS MANAGEMENTASSESSMENT COVER SHEET / FEEDBACK FORM Student ID: 119109591 Student Name: YONG PEY GEEY Module Name: Principles of Marketing Module Code: UGB 112 Centre/ College: ...

Starbucks Company Motivational Concepts Essay

2129 words - 9 pages Learning Team E has chosen Starbucks as its company to profile for this assignment. Starbucks is the worlds largest coffee company, they not only sell their own coffee products, they also are a popular coffee house where people from all diversity's like to go to socialize, use an internet connection or just order coffee. Starbucks is known for its popularity and profitability as well as customer service and employee satisfaction.In this...

Starbucks Coffee

894 words - 4 pages Starbucks Coffee Coffee is not the main drink in my culture. In Taiwan, people used to drink tea. However, young generations like to pursue the Western culture. When Starbucks was launched in Taipei, I saw a lot of people go...


3598 words - 14 pages Company BackgroundStarbucks start their business since Year 1971 with first located in Seattle, Washington. The founder of the Starbucks is Jerry Baldwin, Zev Siegl and Gordon Bowker. Starbucks just sold the only coffee, coffee bean and some of the dessert. Howard Schultz becomes the Director of Retail Operation after 10 years. The first store out of...

"Ground Control" - To What extent could the concept of "service as theatre" be applied to Starbucks?

1185 words - 5 pages SummaryThis report explains similarities between service of a theatre and coffee shop Starbucks. Marketing mix tools people, process and physical evidence are explained to assist in better understanding of services. The article Ground Control is analysed.IntroductionTo satisfy a customer needs it takes enormous amount of effort, however it can be achieved easier with assistance of various marketing mix tools such as...

Service management

3381 words - 14 pages IntroductionThe service sector plays an increasingly important role in modern economies. Service managers and academic researchers are now directing their efforts towards the to understanding how customers perceive the quality of services (Berry, Parasuraman & Zeithaml, 1994). For myself, I had a really bad experience in Starbucks when I went back to China during my holiday. On 14th July, I went to shopping with my friend, after that, we...

Value-Driven Organizations

1761 words - 7 pages Introduction An individual’s leadership performance may depend on the ability, commitment, and values to effectively guide others to grow into self-actualizing members of the organization. Through the process of training, coaching, and collaboration, leaders may assist stakeholders to evolve and become empowered to sustain performance outcomes. According to Seligman and Katz (Watson, Papamarcos, Teague, & Bean, 2004), values are those traits...

Target Market Segments

1434 words - 6 pages Target market segments There are four different market segmentations that Starbucks coffee has targeted to establish its brand equity in the industry. First of all, Starbucks coffee’s demographic segmentation targets men and women in between the age of 25 to 40 years old. (Huff Post, 2013) However, later on the company decided to modify its segmentation to also target students. Starbucks coffee’s geographic segmentation is to target individuals...

The Starbucks Coffee Company

1112 words - 4 pages The Starbucks Coffee Company is a business that operates on the cutting edge of the latest consumer needs and trends. This innovative company, at just over 30 years old, can brag of lighting fast growth as well as sustained profit. Starbucks' success can be attributed to its winning recipe of organization, quality, skilled management, and its ability to get people to over pay for its products. Starbucks has enjoyed success with managing its...


1046 words - 4 pages Hye a very good evening to everyone, my name is Sandra and I have choose starbuck a well known coffee place. My part is all about the starbucks 's strengthbrand imageStarbucks is the first name that comes to mind whenever one thinks about specialty retail coffee. This close relationship between the company's brand and the consumers' perceptions is very strong. The main strengths of Starbucks come from the...

Starbucks Analysis Paper

4267 words - 17 pages PAGE PAGE 17 Starbucks Coffee Running head: STARBUCK'S COFFEE ANALYSISStarbuck's Coffee Analysis PaperJona Boney, Laurie Spivey, Suzi Hunt,Sky Borromeo, Jarrod Trantham, Billi Jo DoyleUniversity of PhoenixTEC/401Professor InlongApril 30, 2008Starbuck's...

One thought on “Starbucks Delivering Customer Service Case Study Essay Examples

Leave a comment

L'indirizzo email non verrà pubblicato. I campi obbligatori sono contrassegnati *