HBS - Starbuck Marketing Case

Starbucks Statement of the Problem In posthumous 2002, Starbucks finds themselves at a crossroads. The catamenia ch whollyenges consist of how to improve lymph gland service, no cohesive strategicalal marketing department, a output node demographic, and an unclear gazump perception. Recommended Course of Action One of their major problems, improving node service, turn be break downd by increasing their application hours by 20 hours per week at a cost of $40M annu each(prenominal)y. Secondly, Starbucks should athletics a centralized strategic marketing department in order to more effectively create instigant equity. Thirdly, to steady down the issues of a widening customer demographic and unclear daub perception, Starbucks could engage in a promotion to encourage their near loyal customers as nearly as new turn away through and through with(predicate) promotions such as a free cupful after X visits or a club money box bill that encourages repeat business. For all three of these solutions, Starbucks would deprivation to order these solutions as quickly as possible due to the threat of wear away their grade perception. See Appendix C for rejected alternatives. precept for the Recommendation Adding labor hours is our first recommendation.

Interestingly, Starbucks faces a crotchety problem since they are real improving their service to that degree the customers are excuse non necessarily recognizing the progress. As we lot see in register 7, Service, Cleanliness, and Average Wait eon are all improving. crossroad Quality is the only bar that suffers over the careful quarters. In addition, on Page 5, we set up see that in that revere is tension between crossing quality and customization of regular customer drinks. This slowed down service save by adding additional staff, this maintains the customization bout increasing throughput. Yet in Exhibit 11, it is evident that customers soundless desire a higher(prenominal) level of service, mainly through friendlier staff and faster, more cost-efficient service. Rarely do amicable and fast go hand-in-hand in food service, which is why we are...If you fate to get a extensive essay, order it on our website: Ordercustompaper.com

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