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Starbucks: Delivering customer service - Essay and Term Paper
1. EXECUTIVE SUMMARY
Starbucks, the dominant specialty-coffee brand in North America, must respond to recent market research indicating that the company is not meeting customer expectations in terms of service. Other problems that surfaced include lack of product differentiation, and dilution of ‘experiential branding’ perceived by customers. To increase customer satisfaction, the company is debating a plan that would increase the amount of labor in the stores and theoretically increase speed-of-service. However, the impact of the plan (which would cost $40 million annually) on the company's bottom line is unclear. Before deciding on Starbucks’ future strategies, several strategic options must be considered. These strategic options include: (1) restatement of values, (2) product price discrimination, (3) employees investments, and (4) equipment investments. A tactical plan is then formulated by weighing all the strategic options.
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Total Word Count: 1880
Page Count: 7.5 (250 words a page / double spaced)
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