Submitted by: Submitted by eishamjad
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Category: Other Topics
Date Submitted: 11/04/2010 09:05 PM
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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