Case study about Starbucks (marketing) Assignment

Case study about Starbucks (marketing) - Assignment ExampleThis identify leave alone be solely based on the Starbucks case study and will focus on how the specialty coffee player mint better survive and survive in the industry. In station to do this, this writing will look at the historical performance of the caller-up, noting the companys strategies in response to its outer market. The first portion will provide an account on how Starbucks has prospered and gained wide victory in the archeozoic 1990s. Next, this report will look at the changes which have transpired in Starbucks market which significantly differentiates it from the 1990s. Through this analysis, this paper will evaluate why the customer satisfaction rating of the specialty coffee retailer declined. Lastly, Starbucks problems will be identified, stressing on how they can be reconciled and remedied.The success of Starbucks in early 1990s has been considerably documented. The main idea of its founder Schultz is to create a third place for the Americans to stay. It should be noted that during that time, Americans be confined to only two destinations-work and home. Schultz then wanted to create a place where the people can relax and enjoy themselves alone or with other people. This business concept has been instrumental in the success of the business organization in the early 1990s. Schultz did not just envision a retail range which specializes in selling coffee merely in creating the proper ambiance and strategies in order to assume the Starbucks experience.Starbucks has operated in a three pronged strategy in order to capture its target market. First, the company concentrates in offering the best coffee in the US by sourcing its coffee beans from Africa, South America, and Asia Pacific. In order to ensure that it is distributing the highest timbre coffee beans, Starbucks takes control as much of its supply chain as possible. This means working directly with the growers, supervising t he roasting process, and controlling the distribution process worldwide. Secondly, Starbucks have cogitate on delivering excellent customer service to complement its products. It should be noted that the companys baristas are well train in entertaining and dealing with the customers. The company believes that the Starbucks experience is not just a matter of delivering select coffee products but excellent customer service. Thirdly, the specialty coffee retailer also invests in completing the experience by creating the appropriate ambiance. Starbucks has created an atmosphere which is inviting for its customers. In the words of Day, People come for the coffee but the ambiance is what makes them want to stay.Consistent with what is emphasized in the course, it can be seen that the product offered by Starbucks is comprised of a tangible component, intangible component, and a symbol component. The tangible component, the substance, is addressed by Starbucks quest in producing and del ivering the highest quality coffee in its stores. As discussed above, it becomes an essential component of the value proposition and strategy of the company.The second component, which is service, is exemplified by the companys pursuit in offering