Starbucks Case
1- Retail expansion + Product quality&Inovation = Brand awareness = Success
Retail expansion:
Growing Market in US – Biggest Growth in Speciality Coffee, the differentiation point of Starbucks
Still unfilled market potential
The view that the overall company profits or better off instead of focus on each single store focus on margins.
Product innovation – New products and frequent releases were changing the way people were drinking coffee, coffee was no longer exclusive for conosseurs,, that was for everybody.
New innovation, also in product on my view, was the coffee shop itself, an inviting environment to enjoy good moments and a new way to drink coffee again.
2 – Starbucks considered the most important topics on customer satisfaction the following:
Cleanness
Service – friendly service
Product quality – no mention about the taste of the product
Speed of the service – the 3 min rule
However for the customers, the most important topics on satisfaction were:
1 Cleanness
2 Convenient
3 Customer treated as a valuable customer
4 Friendly staff
5 Coffee Taste/Flavor
6 Coffee quality
Fast service was in the 7th place on consumer importance ranking and Day was givint it a high priority.
Although customers recognized Starbucks as a specialty coffee brand, the quali ...