Individual Case #1 - Starbucks

Nova Southeastern University

Wayne Huizenga Graduate School

Of Business & Entrepreneurship

Assignment for Course: Service Operations Management – OPS 5095

Submitted to: Dr. Arvind Gudi

Submitted by: Cecil Pardave

N00493052

2000 Island Blvd Apt.301

Aventura, FL

786-247-2538

Date of Submission: February 5, 2012

Title of Assignment: Individual Case #1 (Starbucks)

CERTIFICATION OF AUTHORSHIP: I certify that I am the author of this paper and that any assistance I received in its preparation is fully acknowledge and disclosed in the paper. I have also cited any sources from which I used data, ideas of words, whether quoted directly or paraphrased. I also certify that this paper was prepared by me specifically for this course.

Student Signature: ______Cecil Pardave_____________________

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Instructor’s Grade on Assignment:

Instructor’s Comments:

I. Executive Summary

Howard Schultz, the remarkable director of Retail Operations for Starbucks who then eventually took over the company by buying them out in 1987, had a grand vision for Starbucks. Howard envisioned of a coffee place setting that would be different to every person walking in for his or her cup of coffee. But this is no regular cup of Joe coffee. Starbucks prided itself in offering what they believed to be the highest-quality coffee in the world, with beans coming from Africa, Central and South America to the Asia-Pacific regions. When Starbucks initially launched onto the market, it was tailored to the affluent, well-educated people of the society, which then exposed to other targets such as university centers and several metropolitan areas. Starbucks purpose was to create an experience that would ultimately retain customers to keep coming back for more of their coffee.

Without a doubt, Starbucks experiential branding strategy played a key part of their success. One of the components was of...