Starbucks 's Vision Of Starbucks Essay

By 2002, Starbucks had become a dominant specialty-coffee brand with 4574 stores in North America which can be credited to Howard Schultz’s extraordinary vision of Starbucks. There were three key elements Starbucks had built on as experiential branding strategy: great coffee, service philosophy, and physical atmosphere. When everyone was enjoying 11th sequent year of 5% comparable store sales growth, Christine Day, senior VP of administration was concerned about the decline of customer satisfaction degree and how to launch her plan to increase customer satisfaction. The purpose of this case analysis is to address the major factors of the current problem and to evaluate whether Day’s plan will work or not, and provide further improvement strategies.

Many issues were those accumulated from the past, and still had negative impacts on current operations. First, the biggest major problem was low-speed-of-service. Each Starbucks partner was required to learn two types of training. The first one was “hard skills” which referred to using the cash register and mixing hundreds of combination of drinks. The other type was “soft skills” such as greeting customers and creating conversations with them etc. Likewise, Starbucks’ “Just Say Yes” policy placed customers in the first place and provided the best service. However, this policy had increased barista’s job complexity as they had to deal with numbers of customized drinks, along with lower working efficiency. Customers might also…