starbucks customer experience

7/28/2019 Starbucks Customer experience

1/16

Executive SummaryThe goal of undertaking this research project is to study the

consolidated level of customer experience with Starbucks53 respondents from the Humber College Lakeshore Campus,

both national and international

Key findingsMajority respondents were in the age group of 20-30 years and

85% of participants were international students

Most of the customers visit Starbucks around once a week

51% were satisfied with the taste of the drink, while barely 4%respondent strongly disagreed

Majority respondents agreed to ambience and the overall comfort

zone


2/16

Background

Starbucks opened the first store in 1971 in Seattle, Washington

Currently, they have 11000 locations only in America, and17000 stores in 55 countries around the world

Brand Image

Starbucks intends for its brand image to come across as trendy,

accessible and always consistent

The new retail extension systems joined with the product

advancement strategies to customize drinks has overall affected

customer satisfaction and brand image as a whole


3/16


4/16

Factors responsible for conducting the

surveyLOSS OF STORE SOUL

Starbucks had about 150% addition in retail stores, but various

stores developed were small and did not have seating spot

In America, 81 and 564 licensed stores were closed during

2012 and 2011

Starbucks product sales expanded, but statistically talking, the

likelihood of an item being sold failing to offer the

indispensable value


5/16


6/16

LOSS OF COFFEE AROMA

LOSS OF MERCHANDISE


7/16

OBJECTIVES

1. To know about the brand popularity of Starbucks among itsconsumers.

2. To study the perceptions of customers regarding the ambience

of Starbucks.

3. To study the present level of customer satisfaction ofStarbucks

4. To provide recommendations to raise the present level of

customer satisfaction of Starbucks.


8/16

METHOD

Research Design

The questionnaire was prepared on the basis of the collecteddata from internet for better understanding of the research

problem

Data consists of brand likeability, frequency of visits, store

ambience, customer satisfaction, customer loyalty, etc.Primary Research

Questionnaire was circulated to our target audience by means

of various social media platform and email

Secondary Research Secondary data was collected from internet (forums and

company website), company published reports and magazines.


9/16

Sampling framework / Size

The sampling frame consisted of the Humber lakeshore

Campus students who have visited Starbucks at least once Humber College is attended by students from all over the

globe giving the research a quality and genuine response

The method used is probability samplingsimple random

sampling The research was prepared and executed in a span of 6 days

giving the respondents an ample time frame of 4 days to fill

our survey


10/16

ResultsRELEVANT VARIABLES CHOSEN

To give us a strategic direction on how to integrate the brandmarketing mix for better performance

The information was necessary to track customers behaviour

and perception for Starbucks as a brand

Data was analyzed putting into consideration the following

variables

1. Service delivery

2. Sex3. Age group

4. Competitive Profile

5. Brand Communication/Brand Promise


11/16

APPROPIATE ANALYSIS &

INTERPRETATION

METHODOLOGY

Two in one study approach that will be both qualitative and

quantitative known as quail-quant

Qualitative was in form of Focus Group Session that gave us

exploratory insights

The quantitative survey relied solely on a well-structured

questionnaire to give respondents the freedom to freely

express themselves

The edge of this approach is the cross current of statisticaldepth as well as hidden attachments and expressions, whose

meaning can only be amplified through qualitative expressions

and analysis


12/16

COMMUNICATION

Following combinations were used by top brands for their brand

communication :

TIM HORTONS: Radio, Television, Point of purchase, outdoor

and events

STARBUCKS: Radio, Television, Outdoor and Point of purchase

COFFEE TIME: Point of Purchase, Outdoor

NESTLE COFFEE MATE: Television, Point of Purchase andOutdoor presence


13/16

DATA ANALYSIS

The survey enabled to track all the necessary variables that canimpact on the market performance of the brand

The study also ascertained following facts and variables:

Perception among consumers

Width and depth of distribution.

Price variable and dynamics

Repeat patronage and loyalty level.

Key brand patronage drivers and barriers.

Geographical spread and strength.

Likes and dislikes about various brands.

Promotional impact and advert recall.


14/16

The result of the survey has given a clear insight that will ensure

brand activities are strategically and exceptionally relevant to

consumers

STRENGTHS

Long presence in the market

Brand Equity

Excellent customer service built on customer insight

WEAKNESS

Poor brand visibility

Poor response to new competitive spirit

Poor brand presence


15/16

Recommendation

We recommend that they should reduce the price of

the beverages without compromising quality.Improving the supply chain and managing the

transport cost could trim some cost

Starbucks should concentrate more on brand

visibility. New campaign and events would help build

awareness

Store ambiance should be emphasized in order to

increase customer visits


16/16

Competitive advantage will bring new customers to

Starbucks. Switch back toLa Marzocco from Verismo

in order to induce people with their flavorlock coffee

Starbucks should emphasize on gathering the insights

of the world of coffee and acquaint them to the exoticcoffee brew.

starbucks customer experience

Documents