Starbucks Analysis

Coffee tasting „Gold coast“

- dark roast - full body - quite heavy on the tongue - almost no acid - nut & choclate taste - fits to N.Y cheesecake & chocolate

International Marketing • Prof. Dr. W. Pelz Helene • Markus • Shuang • Kristina

Starbucks value proposition

Branding Strategy: 1. Keeping national coffee culture alive 2. Creating an experience around the consumption of coffee Starbucks as the THIRD PLACE Three components: 1. Highest-quality coffee 2. Atmosphere 3. Service

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General definition of Customer Service

Customer Service . . . is not Just about Looking Good & Being Friendly Anymore Customer Service is a function of how well an organization is able to constantly and consistently exceed the needs of the customer."

Starbucks’ idea of customer service

• Starbucks’ target group

People who work, travel, shop or dine, etc.

• Unique customer service

Hard skills and soft skills Customer Snapshot Legendary Service Music coffeehouse tradition

Reference:“China Daily”

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Measuring service performance

Self-control: Hazard analysis critical control point (HACCP) External-control: Customer Snapshot ∗ service ∗ cleanliness ∗ product quality ∗ speed of service

Retail expansion

Located

Stores opened the last 6 month ended April 2, 2006

U.S.

International

648 336 984

Total

(C) 2006 Starbucks Coffee Company. All rights reserved.

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Product innovation

→ 2 new beverages for each summer & winter → New beans twice year → Every month changing pastry offers Currently promoted

Service Innovation

Starbucks stored value card

Starbucks office coffee service

Wireless-LAN

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Rediscovering Starbucks Customer

• Younger, less well-educated, lower income bracket • Historical customer profile expanded Hispanic customers in California, Cuban-Americans in Florida, etc.

Future estimations

Coffeinating the world…

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