2007-10-24 BMGT Starbucks

2007-10-24 BMGT Starbucks - Alan VanToai October 23, 2007...

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Alan VanToai October 23, 2007 Starbucks: Delivering Customer Service There are a variety of factors that play into the success of Starbucks in North America. First, the vision of their first CEO to take the company public was one inspired by the role of the corner coffeehouses in Europe. He envisioned the coffee shop being a “third place” between work and home that all Americans could relax and feel comfortable in. Another factor in the success of Starbucks was their brand strategy. Broken down into thee parts, their strategy included using the finest premium coffee blends, for which they controlled as much as the supply chain process as possible. Then, they placed an emphasis on “customer intimacy,” where they aim to create an uplifting experience every time someone walked through the door. The Final part of their strategy was to facilitate a good relaxing atmosphere, stating that people may come for the coffee, but they’ll stay for the atmosphere. They were very successful in placing their stores in
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This note was uploaded on 05/14/2008 for the course BMGT 298 taught by Professor Grimm during the Fall '08 term at Maryland.

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2007-10-24 BMGT Starbucks - Alan VanToai October 23, 2007...

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