Starbucks Coffee Company

Essay text:

The Starbucks Coffee Terrorist) How is this going to affect the Service? Consumer Analysis Starbucks buyer-decision process: Need Recognition (Maslow’s esteem/social needs level) Information Search (Different information sources: Point of Purchase, Personal Selling, Word-of-mouth, Personal experience, Brochures, Catalogue and Website) Evaluation of Alternatives (High level of brand awareness: Communications, PR, Different products, Introduction of WiFi Technology, High Concentration in one location) Consumer Analysis Decision (Customers, Environment, Friends, Family, Promotion, etc.) Post-Purchase Evaluation (Quality and satisfaction are based on customer’s perception of the service; all parts of the service must work efficiently) Consumer Segmentation Starbucks targets younger consumers (over 20s), educated, socially conscious Predisposed to pay a premium price for a differentiated product (Upscale market) Willing to extend their knowledge of coffee The Starbucks Marketing Mix: 4Ps Product: Concept of the “Starbucks Experience”(The product is a combination of goods and service) Price: High Price (as a key differential and to present the product as an affordable indulgence and a premium product) Promotion (PR, Sales Promotion not really relevant, Advertising, Seasonal offers, Tasting of new flavours) Place: High Street Location and Website And the 3Ps People and Customer Service: Vital (Key factor in the Starbucks Strategy from the outset) Physical Evidence: Consistent (Environment, furniture, music, artworks: all these tangible aspects are consistent with the Starbucks Concept of delivering a unique experience) Process (Responsible for the Customer’s Satisfaction) Conclusion Company ownes-service/franchising People and Customer Service Services are perfomances delivered by HUMANS References Palmer A...