STARBUCKS Coursework Example | Topics and Well Written Essays - 2500 words

STARBUCKS - Coursework Example10 Evaluation of the Effectiveness of the Investment 10 Conclusion 12 References 13 Bibliography 15 Introduction In 1971, Jerry Baldwin, Gordon Bowker and Zev Siegal start up a hot chocolate store in Washington in the heart of Seattles Pike marketplace. During 1987, Mr. Schultz purchased the store and started expansion of the championship outside the Pacific Northwest and Chicago. In 1993 Starbucks registered under company rules and started selling share to expand its credit line world-wide (Starbucks Corporation, 2013 Lee, 2009). Starbucks wanted to establish itself as the premier seller of the most favourable coffees globally. The company was attached towards ensuring and incorporating stupendous business principles, ethics, corporate social responsibility as come up as unique product and services. The committee as well as vision of the company duly focused upon the motto inspire the serviceman spirit. During the year, 2002, Starbucks conducted qualitative research wherein it was discovered that the brand image of the company was deteriorating. As a result, Starbucks has been extensively interested about its eroding customer base and reducing level of customer satisfaction. The company was duly committed towards mitigating the problem of reducing customer base in order to return to the mainstream of growth and expansion in the global market (Moon & Quelch, 2006). A. The Case Highlights Customer Satisfaction Issues That Starbucks Is Facing. ... This ultimately led the company to place ascribable consideration to resolve these issues in order to remain viable at the marketplace and to gain greater competitive advantage over its rivals. Few important issues considered by the company are revealed below. . Consumer Frequency as well as Loyalty Issue The scores of customer satisfaction obtained from the qualitative research was interpreted into due consideration by the organisation because this factor was directly related with the customer loyalty and its general performance. To ascertain the degree of customer loyalty, the researchers were concerns about analysing the information of customers frequency of visit in the Starbucks coffee stores. concord to the research, it was found that 21% of its total customer visits the companys stores more than 8 times per month while 37% of customers visit 3 to 7 times per month. At the same time it was ascertained that 42 % of customers visits just 1 to 2 times per month at the Starbucks stores. Source (Moon & Quelch, 2006) This research data revealed the negative impact on the organisation in terms of customer loyalty as well as level of customer satisfaction (Moon & Quelch, 2006 Hurth, 2006). Starbucks Brand Image The organisation also concerns about a few(prenominal) more important attributes which were associated with the Starbucks brand image. Firstly, the researchers were concerns regarding the customers awareness about the speciality of Starbucks gourmet coffee. Through this analytical reputation the researchers discovered that 54%of customers were fully agreed about the Starbucks speciality coffee and they were aware about this product. Secondly, in