CASE - Kim MinGyung Cho Seungsoo Giang Hanh Kim Min jeong...

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Kim MinGyung, Cho Seungsoo, Giang Hanh, Kim Min jeong BIZ2120 Starbucks Case (1) 1. What factors accounted for the success of Starbucks in the early 1990s? What was so compelling about the Starbucks value proposition? Howard Schultz focused on expanding Starbucks coffee stores since the early 1990s. There are three factors of branding strategy that took accounts for the success of Starbucks in the U.S. coffee retail market: coffee itself, service and atmosphere. (1)Coffee itself Starbucks tried to produce the highest-quality coffee in the world. It also tried to maintain coffee standards by controlling the supply chain such as producers of green coffee beans and coffee-roasting process. (2)Service To satisfy customers, there was a balance in “hard skills”: workers that know how to use the cash register and roast coffee; and “soft skills”: were connected with “customer intimacy.” With the customer intimacy, it helped made the customers feel like they are part of the Starbucks family. Starbucks also hired experience managers that know how to resolve client issues and know how to handle and motivate workers. Starbucks tried to satisfy their workers. Its belief is that partner satisfaction leads to customer satisfaction. For instance, there were a generously- given health insurance and promotion chance. (3)Atmosphere Starbucks tried to make its stores to be a place where customers wanted to stay in with comfortable seating areas. Its lounging area gave the place character and privacy so that customers feel more comfortable and will most like come again. Among these three value propositions, ‘service’ was the most compelling. As we think of STP, the target market of the Starbucks was “affluent, well-educated, white-collar patrons (skewed female) between the ages of 25 and 44.” To expand the target market share, Starbucks practiced its marketing strategy by improving its differentiated service. To create loyal customers who were likely to visit Starbucks more than 18 times a month, Starbucks tried to give the best service. Starbucks succeeded with its strategy, touching customers. Marketing was not a term for just selling the product. It was selling product and service. Moreover, it was delivering some value to customers. 2. How does the Starbucks of 2002 compare to the Starbucks of 1992? In 1992, the Starbucks went public and began to expand its stores widely. By 2002, Starbucks became the influential specialty-coffee brand. The Starbucks of 2002 was different from that of 1992 in six aspects: retail expansion, product innovation, service innovation, revenue and profit, customer change and expanded competition. (1)Retail Expansion In 1992, Starbucks had 140 stores in the Northwest and Chicago. [Exhibit 2] By 2002, with aggressive expansion for years, there were 5886 stores around the globe.
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This note was uploaded on 04/18/2010 for the course BUSINESS 231 taught by Professor Steven during the Spring '10 term at 카이스트, 한국과학기술원.

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CASE - Kim MinGyung Cho Seungsoo Giang Hanh Kim Min jeong...

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