Starbucks coffee: Case study

Résumé du document

Starbucks Corporation is a leading roaster and retailer of coffee in the world. The company has been in existence since 1972 and has grown to be in over 16,000 locations in more than 50 countries (Starbucks, 2010). The company serves millions of customers every day offering them the best services and products it can as it inspires and nurtures the human spirit.

In order to maintain this high quality, the company's buyers travel all over the world in search for the best quality coffee to use in its products. The company has strong emphasis in maintaining the quality of its products and services and has developed practices that ensure that this quality is maintained (Michelli, 2007).

This paper discusses the people, process and physical evidence elements of marketing mix and the service quality programs Starbucks company has implemented to assess the quality and satisfaction levels of its services. It also presents recommendations that Starbucks Company needs to make in order to ensure that the quality levels are maintained through the marketing mix discussed and the service quality programs.

Extraits

[...] Starbucks' service quality program has been integrated in each of its processes and services involving the company and those associated with the company. The coffee that the company uses is grown at the highest quality and standards using the best and most responsible growing practices. The company aims at using the most ethical trading practices with the company's buyers traveling to coffee farms far and wide to select the highest quality coffee available. The company also uses its own experts to ensure that the Arabica beans are roasted using the signature Starbucks Roast to produce the finest quality coffee (Starbucks, 2010). [...]

[...] It's about enjoyment at the speed of life—sometimes slow and savoured, sometimes faster. Always full of humanity”. Finally, a customer services exists and the aim is: want you to enjoy your trip to Starbucks every time you visit the store”. All of these promises deal with high quality coffee and drinks thanks to fair trades. However, what Starbucks is really selling through these promises is the “Starbucks experience” (Starbucks, 2010) Services Quality Research Methods Services quality researches help companies to know if customers' perception answer their expectations. [...]

[...] Starbucks coffee: Case study Table of contents: 1. Introduction Marketing Mix People Process Physical Evidence Quality Programs Services Quality Research Methods Recommendations Conclusions References Appendices Introduction Starbucks Corporation is a leading roaster and retailer of coffee in the world. The company has been in existence since 1972 and has grown to be in over 16,000 locations in more than 50 countries (Starbucks, 2010). The company serves millions of customers every day offering them the best services and products it can as it inspires and nurtures the human spirit. [...]

[...] Part 1 only considers your feelings about general coffee store. Circle your answer General coffee shops will have a large variety of quality Drinks Coffee shops will offer a nice, cosy and pleasant environment Excellent coffee shops will maintain tables clean at all time Toilets and building in excellent coffee shops will be appealing and well maintained Staff in excellent coffee shop will be polite and helpful When a customer has a problem, staff in excellent coffee shop will do everything to solve the problem Staff in excellent zoos will be able to answer question effectively In excellent coffee shops, customers will have value for money PART 2 Based on your experience in Starbucks stores, please show how a Starbucks store would deliver its service. [...]

[...] The same question in part 2 will be: Starbucks has a large variety of quality Drinks. This survey will help Starbucks to know how customer perceptions of the experience reach their expectations. [See Appendices 8.10 ] 6.0 Conclusion Starbucks is a reputable company that is known all over the world for its renowned high quality specialized coffee. The company has been improving its quality through establishing good relations with its employees who it refers to as partners, the farmers and other stakeholders who help it increase its quality. [...]