Starbucks Case Study
Starbucks Case Study 1
MKTG 220
September 18th, 2012
Table of Contents
Case Review3
Determining the Root Problem4
Identifying the Problem Components4-5
Generating Alternatives5
Evaluating Alternatives6
Choose an Alternative7
Implementation Plan7
Alternative Choice8
Work Cited9
Case Review
Starbucks is one of the leading coffee retailers in the world; according to their company profile they are operating nearly 18,000 retail stores in 60 countries. They serve millions of customers daily; our mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. (STARBUCKS COFFEE COMPANY, 2012) Starbucks has become much more than just a place to get coffee, it has become a brand. Starbucks offers a range of exceptional products that customers enjoy in our stores, at home, and on the go. * Coffee: More than 30 blends and single‐origin premium coffees. * Handcrafted Beverages: Fresh‐brewed coffee, hot and iced espresso beverages, Frappuccino® coffee and non‐coffee blended beverages, smoothies and Tazo® teas. * Merchandise: Coffee‐ and tea‐brewing equipment, mugs and accessories, packaged goods, music, books and gifts. * Fresh Food: Baked pastries, sandwiches, salads, oatmeal, yogurt parfaits and fruit cups. * Coffee and Tea: Whole bean and ground coffee (Starbucks and Seattle’s Best Coffee brands), Starbucks VIA Ready Brew, Starbucks® K‐Cup® portion packs, Tazo tea filter bags and tea latte concentrates. Ready‐to‐Drink (RTD): Starbucks bottled Frappuccino coffee drinks, Starbucks Discoveries chilled cup coffees, Starbucks Double shot espresso drinks, Starbucks Double shot Energy+Coffee drinks; Seattle’s Best Coffee Iced Lattes, Starbucks Refreshers™ beverages, Tazo bottled iced and juiced teas. Starbucks Ice Cream: Super‐premium coffee and coffee‐free flavors. (STARBUCKS COFFEE COMPANY, 2012)
Determining the Root Problem Starbucks is a huge company with many different moving parts; the
MKTG 220
September 18th, 2012
Table of Contents
Case Review3
Determining the Root Problem4
Identifying the Problem Components4-5
Generating Alternatives5
Evaluating Alternatives6
Choose an Alternative7
Implementation Plan7
Alternative Choice8
Work Cited9
Case Review
Starbucks is one of the leading coffee retailers in the world; according to their company profile they are operating nearly 18,000 retail stores in 60 countries. They serve millions of customers daily; our mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. (STARBUCKS COFFEE COMPANY, 2012) Starbucks has become much more than just a place to get coffee, it has become a brand. Starbucks offers a range of exceptional products that customers enjoy in our stores, at home, and on the go. * Coffee: More than 30 blends and single‐origin premium coffees. * Handcrafted Beverages: Fresh‐brewed coffee, hot and iced espresso beverages, Frappuccino® coffee and non‐coffee blended beverages, smoothies and Tazo® teas. * Merchandise: Coffee‐ and tea‐brewing equipment, mugs and accessories, packaged goods, music, books and gifts. * Fresh Food: Baked pastries, sandwiches, salads, oatmeal, yogurt parfaits and fruit cups. * Coffee and Tea: Whole bean and ground coffee (Starbucks and Seattle’s Best Coffee brands), Starbucks VIA Ready Brew, Starbucks® K‐Cup® portion packs, Tazo tea filter bags and tea latte concentrates. Ready‐to‐Drink (RTD): Starbucks bottled Frappuccino coffee drinks, Starbucks Discoveries chilled cup coffees, Starbucks Double shot espresso drinks, Starbucks Double shot Energy+Coffee drinks; Seattle’s Best Coffee Iced Lattes, Starbucks Refreshers™ beverages, Tazo bottled iced and juiced teas. Starbucks Ice Cream: Super‐premium coffee and coffee‐free flavors. (STARBUCKS COFFEE COMPANY, 2012)
Determining the Root Problem Starbucks is a huge company with many different moving parts; the
Cited: Alderman, L. (2012, March 30th.). Business Day. Retrieved September 18, 2012, from The New York Times: http://www.nytimes.com/2012/03/31/business/starbucks-tailors-its-experience-to-fit-to-european-tastes.html?pagewanted=all&_moc.semityn.www American Customer Satisfaction Index. (2012). Scores by Company. Retrieved September 18, 2012, from American Customer Satisfaction Index: http://www.theacsi.org/index.php?option=com_content&view=article&id=149&catid=&Itemid=214&c=Starbucks&i=Limited-Service+Restaurants Lucas, R. W. (2012). Customer Service: Skills for Success. New York, New York: McGraw Hill. Ostdick, J. H. (2010). Rekindling the Heart & Soul of Starbucks. Retrieved September 18, 2012, from Success.com: http://www.success.com/articles/1272-rekindling-the-heart-soul-of-starbucks Riley, C. (2012, July 27th). CNN Money. Retrieved September 17, 2012, from CNN.com: http://money.cnn.com/2012/07/27/news/companies/starbucks-earnings/index.htm STARBUCKS COFFEE COMPANY. (2012, August). Company profile. Retrieved September 16, 2012, from Starbucks.com: http://assets.starbucks.com/assets/9a6616b98dc64271ac8c910fbee47884.pdf Complete the case study using the 8 AMA step process (a guideline can be found below). Be sure to support your answers using the text, the ACSI, the Starbucks website, and at least 1 additional outside resource. Your paper should follow APA guidelines. Please submit this task through the link provided in the Assignment Submission Folder.