History

1. What factors accounted for the extraordinary success of Starbucks in the early 1990s? What was so compelling about the Starbucks value proposition? What was at the core of a customerÕs experience? 2. Why have StarbucksÕ customer satisfactions scores declined? Has the companyÕs service declined, or is it simply measuring satisfaction the wrong way? 3. How does the Starbucks experience of 2002 differ from the Starbucks of 1992? 4. Describe the ideal Starbucks customer from a profitability standpoint. Perform a quantitative analysis of customers by segment. What would it take to ensure that this customer is highly satisfied? How valuable is a highly satisfied customer to Starbucks? 5. Should Starbucks make the $40 million investment in labor in the stores? WhatÕs the goal of this investment? Is it possible for a mega-brand to deliver customer intimacy? What would some of the obstacles be for Starbucks if they implemented this strategy? Remember, the guideline length is there for a reason. Answers that are too short or too-long are generally starting with a handicap, because I assume you have been too lazy. In case of too short, too lazy to consider everything. In case of too long, too lazy to prioritize and reflect.


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