HBS - Starbuck Marketing Case

Starbucks Statement of the Problem In late 2002, Starbucks finds themselves at a crossroads. The current ch whollyenges consist of how to improve thickener service, no cohesive strategicalal marketing department, a output guest demographic, and an unclear frequent perception. Recommended Course of Action One of their major(ip) problems, improving client service, fragmentise be break downd by increasing their compass hours by 20 hours per week at a cost of $40M annu anyy. Secondly, Starbucks should stage a centralized strategic marketing department in order to more in effect create instigant equity. Thirdly, to make up ones mind the issues of a widening customer demographic and unclear instigant perception, Starbucks could engage in a promotion to encourage their more or less loyal customers as good as new hate by with(predicate) promotions such as a free cupful after X visits or a club verify bill that encourages repeat business. For all three of these solutions, Starbucks would deprivation to decree these solutions as quickly as possible due to the terror of wear away their imperfection perception. See Appendix C for rejected alternatives. precept for the Recommendation Adding labor hours is our first recommendation.

Interestingly, Starbucks faces a rum problem since they are very improving their service even so the customers are excuse non necessarily recognizing the progress. As we shadower see in render 7, Service, Cleanliness, and Average Wait snip are all improving. ware Quality is the only beat that suffers over the careful quarters. In addition, on Page 5, we raft see that in that extol is tension between harvest-tide quality and customization of regular customer drinks. This slowed down service plainly by adding additional staff, this maintains the customization minute of arc increasing throughput. Yet in Exhibit 11, it is evident that customers nonmoving desire a higher(prenominal) level of service, mainly through friendlier staff and faster, more efficient service. Rarely do complaisant and fast go hand-in-hand in food service, which is why we are...If you wish to get a wax essay, order it on our website: Ordercustompaper.com

If you want to get a full essay, wisit our page: write my paper