1

International Marketing • Prof. Dr. W. Pelz

Helene • Markus • Shuang • Kristina

Coffee tasting

„Gold coast“

- dark roast- full body- quite heavy on the tongue- almost no acid- nut & choclate taste- fits to N.Y cheesecake & chocolate

Starbucks value proposition

Branding Strategy:

1. Keeping national coffee culture alive

2. Creating an experience around theconsumption of coffee

Starbucks as the THIRD PLACE

Three components:

1. Highest-quality coffee

2. Atmosphere

3. Service

2

Customer Service is a function of how well an organization is able to constantly and consistently exceed the needs of the customer."

Customer Service . . . is not Just about Looking Good & Being Friendly Anymore

General definition of Customer Service

Starbucks’ idea of customer service

• Starbucks’ target groupPeople who work, travel, shop or dine, etc.

• Unique customer service

Hard skills and soft skills

Customer Snapshot

Legendary Service

Music coffeehouse traditionReference:“China Daily”

3

Measuring service performance

External-control:

Customer Snapshot

∗ service

∗ cleanliness

∗ product quality

∗ speed of service

Self-control:

Hazard analysis critical control point (HACCP)

Retail expansion

984Total

336International

648U.S.

Stores opened thelast 6 month endedApril 2, 2006

Located

(C) 2006 Starbucks Coffee Company. All rights reserved.

4

Product innovation

→ 2 new beverages for each summer & winter

→ New beans twice year

→ Every month changing pastry offers

Currently promoted

Service Innovation

Starbucks stored value card

Starbucks office coffee service

Wireless-LAN

5

Rediscovering Starbucks Customer

• Younger, less well-educated, lower income bracket

• Historical customer profile expanded Hispanic customers in California, Cuban-Americans in Florida, etc.

Future estimations

Coffeinating the world…