Starbucks Coffee
5 C's: Customer Needs, Company skills, Competition, Collaborators, Context
1. What factors accounted for the extraordinary success of SB in the early 1990s?
Placed value first via "value proposition:"
a. Coffee
b. Customer
c. Atmosphere
Profits were secondary to the customer
Equal emphasis on both Hard and Soft skills
Everything was tied to the customer, even expansion (to provide a service and the SB experience to the public at-large)
Customization
Retention ("partner" benefits)
a. What was so compelling about the SB value proposition?
i. Placed the Customer and service to the customer above everything else
b. What brand image did SB develop during this period?
i. "The people's coffee"
ii. Home base
iii. "Where everybody knows your name"
2. Why have SB's customer satisfaction score declined?
Looking at customers who are usually more satisfied hence the reason they come back so often.
Lost site of the initial......
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