Starbucks case study Essays

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Starbucks

1. I feel that Starbucks’ mission is to provide a comfortable atmosphere for both employee and customer. Whilst being true to their ethical values by aiming to improve the lives of coffee growers. At the same time rewarding their shareholders with substantial sustainable growth and dividends.

2. Starbucks want to continue to provide a high quality service and experience to the customer to build upon their already impressive customer loyalty. It is important for Starbucks to have customers who keep coming back; if a branch of Starbucks is located in between a person’s home and their work, it is the company’s aim to have them spend money in that branch each day.

To keep them coming back Starbucks need to be one step ahead of their customers not only by creating new, innovative products, like recently the Pumpkin Spiced Latté (PSL), but also by building upon their heritage.

They must ensure that not only every cup of coffee is consistent and reliable but that the customer experience is the same each time to do this they must have a strict training programme for all of their employees.

Take Porsche, for example, who may improve a few aspects of the 911 each year but it is fundamentally the same and has been for the past 30 years. Starbucks needs to be the same; adding incremental changes on top of their heritage, to not loose what they stand for and what the customers expect, but to improve upon it.
By attempting to stay one step ahead Starbucks has introduced new consumables to keep up with what the customer wants; they realised that people do enjoy eating a pastry with their coffee, and therefore implemented that. This was extended further when customers became more self conscious and concerned about their weight; Starbucks then introduced healthier organic cereal bars. Customers also became concerned about the amount of caffeine they were consuming; Starbucks introduces a decaffeinated version of most of their most popular beverages.

When the economic situation improved and people had more discretionary income, people had the option to spend more money on fair-trade products, Starbucks therefore increased the awareness of their heritage and what they do to improve the lives of the people who grow their coffee.

Starbucks is a performance driven global organisation that aims to become the market leader and provide profitable growth for their shareholders. A percentage of these profits are direct dividends for shareholders as partner loyalty is also important for Starbucks.
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