Starbucks

Starbucks case analysis

PART 1

Hot Coffee customers are very knowledgeable and know what they want in their hot coffee including good customer service and staff that are very knowledgeable about hot coffee and would be able to answer any questions that they would have about new flavours and speciality hot coffee.

Customers prefer convenient locations that are easily accessible for example drive thru for customers that have small children and prefer not to leave their cars and close to their workplace. According to entrepreneur.com customers look for the total experience including additional services such as wireless, hours of operation, variety of meals and desserts. In addition, hot coffee drinkers prefer if the facility is clean with adequate seating for eat in customers that makes for a pleasant experience. This is important since there is a change in consumer behaviour in adopting healthier life style where customers are switching from alcohol to speciality coffee and coffee shops becoming a gathering place.

Hot coffee customers prefer their coffee but not boiling, wikipedia (case of Liebeck vs. MacDonald’s) cites that coffee be served between 82 and 88 degrees Celsius, also coffee that is too hot or too cold can ruin the taste of the hot coffee. When purchasing hot coffee customers look for value over just price with value encompassing a variety of sizes of hot coffee so that customers have a choice that best suits their needs and budget. Customers are loyal to hot coffee that meets their satisfaction. Customers prefer freshly brewed hot coffee and prefer flexibility to enhancers for example sugar; milk, spices such as nutmeg, cinnamon and cocoa powder. With healthy trends on the rise customer prefer fewer additives in their hot coffee and the taste and strength of their preferred blend of coffee.

Odour of hot coffee is an important attribute for hot coffee drinkers and this is all part of their hot coffee experience. Another...