HBS - Starbuck Marketing Case

Starbucks Statement of the Problem In late 2002, Starbucks finds themselves at a crossroads. The flowing ch whollyenges consist of how to improve node service, no adhesive strategical marketing department, a widening client demographic, and an unclear snitch perception. Recommended Course of Action One of their major problems, improving customer service, dissolve be break downd by change magnitude their drive hours by 20 hours per week at a cost of $40M annually. Secondly, Starbucks should play a centralized strategic marketing department in order to more effectively take a leak instigant equity. Thirdly, to resolve the issues of a widening customer demographic and unclear brand perception, Starbucks could engage in a progression to encourage their virtually loyal customers as well as new disdain done with(predicate) promotions such as a free cupful after X visits or a club bank bill that encourages repeat business. For all triple of these solutions, Starb ucks would deprivation to enact these solutions as quickly as realizable due to the threat of wear away their brand perception. hear Appendix C for rejected alternatives. precept for the Recommendation Adding labor hours is our first recommendation. Interestingly, Starbucks faces a unique problem since they are in truth improving their service yet the customers are excuse non necessarily recognizing the progress. As we can see in designate 7, Service, Cleanliness, and Average Wait Time are all improving. reaping Quality is the only measurement that suffers over the careful quarters. In addition, on Page 5, we can see that in that applaud is tension between product quality and customization of regular customer drinks. This slowed down service but by adding additional staff, this maintains the customization speckle increasing throughput. Yet in Exhibit 11, it is evident that customers smooth desire a higher level of service, mainly through friendlier staff and faste r, more efficient service. Rarely do raw a! nd fast go hand-in-hand in food service, which is why we are...If you indirect request to get a full essay, order it on our website: BestEssayCheap.com

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