M10 Starbucks Case Assignment Five Starbucks Associations Then (1992) High End Coffee The case says that sourcing the “highest quality coffee in the world” was part of their experiential marketing brand strategy “The third place” Schultz highlights that in other countries there are other places to go from work and home and wanted to bring that to America. Coffee focused chain Shultz said he “wants to keep coffee alive” Upscale Locations With nice furniture and seating areas they created a warm and inviting atmosphere come for the coffee and stay for the ambiance the customer base was more upscale as will with higher educated and wealthier consumers. Store In 1992 the focus of the company revolved around the Starbucks stores and decisions and marketing used this as the focal point for everything. Now (2018) Many types of coffee drinks They introduced so many other frappes shakes and things to introduce people to coffee but there not exactly high end coffee maybe classify them as high end drinks in general) A place for free wifi and relax for a bit Starbucks whenever I go is still packed and is a place where people hang out BUT there are definitely more people who are taking out drinks or just sitting there with computers not exactly in their spirit of the “third place”. One footnote even noted that 10% of stored have a drive through but that drive through made up 50% of sales in that store Snack location added many other drinks and even real food Chain Location I would never claim Starbucks to be ugly but there are so many Starbucks such as popups or smaller stores that don’t have focus on the seating and ambiance that I would no longer claim this as a chain wide trait but there are still some stores in the chain were this is the main goal the point is that this became a more everyman’s location as the study notes the typical customer was less well educated and less affluent as before Brand I think Starbucks has branched out to much to say that they are just a coffee store with the case saying that 15% of net revenue comes from “specialty operations” and this is growing every year the focus is on the Starbucks brand not just the stores Looking at the data provided it seems that the most important aspects to customer satisfaction is first a clean store secondly to be convenient and third to be treated as a valuable customer. Now looking at the behavior patterns the case explains; “With respect to customer behavior, the market research team discovered that, regardless of the market—urban versus rural, new versus established— customers tended to use the stores the same way.” That case has a graph that shows the typical customers frequents Starbucks about 5 times a month and the middle category of drinker who consume 3-7 cups a month make 37% of the customer base and 27% of sales. Lastly considering the way consumers currently drink coffee I would change the marketing of Starbucks to be less about the coffee and try to go back to the old days of Starbucks and focus on the “third place”. Now that Starbucks has successfully branded themselves as a coffee store to many Americans they need to find a way to get those people back into the store. As we just noted above repeat customer are most of their sales and with 8+ visits making up 62% of sales transactions they need to convince customers to come back. With increasing the marketing of reminding people why they first came to Starbucks many years ago I think will get them to come more often they will remember sitting with friends maybe playing games in the store not running in for a quick drink and the rushing back out.