Starbucks

What factors accounted for the extraordinary success of Starbucks in the early 1990’s? What was so compelling about the Starbucks value proposition? What brand image did Starbucks develop during
this time period?
Why have Starbucks customer satisfaction scores declined? Has the company’s service declined. or is it simply measuring satisfaction the wrong way?
Describe the ideal Starbuck’s customer from a profitability standpoint. What would it take to ensure that customers are highly satisfied? How valuable is a highly satisfied customer to Starbucks?
Should Starbucks make the $40 million investment in labour in the stores? What’s the goal of this investment? Is it possible for a mega-brand to deliver customer intimacy?


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