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Essay / Research Paper Abstract
This 3 page paper looks at Starbucks in 2002. The paper discusses why the firm has been so successful and looks at what issues may have eroded its’ image and competitive advantages between 1992 and 2002. The paper is based on a case study supplied by the student. The bibliography cites 2 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEstar2002.rtf
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Unformatted sample text from the term paper:
the firm differentiated itself from the competition. Instead of being merely a coffee shop Starbucks had the aim of providing an experience, with the coffee itself which was highly controlled
in the way it was made with different steps to ensure quality, to the service level and the atmosphere in the stores. The coffee was high quality and the approach
to the employees, which was seen as an investment, with good benefits even at entry level, created a culture where employees, who were called partners had a higher degree of
loyalty and motivated than other stores. If the barrister lasted the first 90 days they were likely to stay with the company at least three years. This added value to
the customer and the company, employees were more efficient and service would be better, longer term employees would be more likely to recognise regular customers and enhance the experience of
both new and existing customers by making conversion and suggestions for products. Marketing was not undertaken as a separate strategy, but it was all around in the stores, this
relaxed method of marketing had resulted in Starbucks becoming a cult brand, where the experience and use of word of mouth increased sales and created loyalty in the customers (Kotler,
2003). Question 2 The problem Starbucks were facing in declining customer satisfaction levels between 2002 and 1992 may be attributed to several factors. In 1992 the product lifecycle
was one that was new, the differentiation had not been copied so was unique, by 2002 Starbuck were the largest coffee chain and the lifecycle of the brand and the
product has moved on. There has been a much greater level of experience with the brand and it was more well known. Therefore the customer attitudes and expectations had changed
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