소개글
[마케팅] Starbucks(스타벅스) -Delivering Customer Service 사례에 대한 자료입니다.
목차
Case Summary
Case Issue
Assignment Questions
Q & A
본문내용
Starbucks 설립배경
1.CEO 하워드 슐츠 새로운 커피문화를 접함
· Third place-not home,not work place
· Bar type’s coffee shop
2. Starbucks 를 인수
·Target-affluent
well-educated
white-collar
female between the age 25 and 44
·Whole premium beans & expensive price
→results: Retail expention & growth
Why do customers drink
starbuck’s coffee?
1.Coffee
- High quality beans /Control productivity
2. Service -High satisfaction
→ how? Through educating to partner
3.Atmosphere
-Atmosphere which what customers want.