SERVICE

MARKETING
ASSIGNMENT

VIDEHI BAJAJ
BBA DIV-B
74021217103
STARBUCKS

Starbucks Coffee Company, founded in 1971, is the world's

leading specialty coffee retailer, baker and brand owner. Retail
products include more than 30 of the world's top coffee beans,
hand-made espresso coffee and a variety of hot and cold
drinks, fresh and delicious all kinds of pastry food and a variety
of coffee machines, coffee mugs and other merchandise. In
addition, the company produces and sells Starbucks coffee and
cream liqueurs through retail and distribution facilities through
marketing and distribution agreements through the production
and sale of bottled Frappuccino drinks, ice-creamed espresso
and ice cream with joint venture partners, expanding Taishu
tea, Starbucks music CDs and other new products and brands.
 In 1987, the current chairman, Mr. Howard Schultz, acquired
Starbucks, which led the company to a number of milestones in
business development. In June 1992, Starbucks, as the first
professional coffee company successfully listed, quickly
promoted the company's business growth and brand
development. The company has more than 12,000 coffee shops
in 37 countries in North America, Latin America, Europe, the
Middle East and the Pacific Rim, and employs more than
117,000 people. For a long time, the company has been
committed to providing customers with the highest quality
coffee and services, creating a unique "Starbucks experience",
so that people around the world Starbucks shop in addition to
the workplace and living outside the warm and comfortable
"third living space".
At the same time, the company continuously through a variety
of activities reflect corporate social responsibility to contribute
to the community, improve the environment, return partners
and coffee-producing areas of farmers. Starbucks, the hero of a
well-known novel in the United States more than 100 years
ago, was introduced by three Americans in the 1970s as a
coffee shop sign to promote in the United States. Starbucks
from a small coffee shop has turned into the world's most
famous brand of a coffee shop and it is all because of its
flexible business intelligence.
Core Service of Starbucks
The main mission of Starbucks is “To inspire and nurture the
human spirit of one person, one cup and one neighbourhood at
a time” (Starbucks, 2016). A good coffee foundation, great
products that enhance the coffee experience, care for the
environment and the Starbucks experience. The core service of
Starbucks is environment and culture supported by its products
(Coffee).
        For the environment, Starbucks relies more on human
rather than on technology, one of the main thing is its
atmosphere. If you walk into Starbucks, you will be replied with
a smile and a friendly attitude. People find peaceful, calm, and
relaxed environment. In the whole world, Starbucks provide
almost the same level of service. From the store logo, to the
cups, to the sandwich wrapper and even the condiments. They
all provide the same level of great service and show the same
passion while serving. Howard Schultz (CEO) believes that
happy employees would lead to customer satisfaction. You can
see that thing true today, their employees are always helpful
and engaged with their job and customers. Starbucks is known
for treating its hundreds of thousands of employees very well,
and has been listed as one of Fortune’s Top 100 Places to Work.
 For the culture, Starbucks is recognized as a best coffee house,
because of their huge worldwide presence comparable to that
of fast food chains. Starbucks has a growing population of loyal
customers. The company keeps its employees satisfied with
good hourly wages, stock options and health benefits. Their
products are of excellent quality, friendly environment, and
relatively consistent between locations. Thus, they can afford to
charge customers high prices, which most people are willing to
pay. It doesn’t just mean large profits, but it also helped them
being globally recognized as one of the best coffee shop chains,
their Continuity of Brand and Product is another main part in
their culture. Every Starbucks has a similar impression, and
your drink will taste the same whether you are in America or
Malaysia. The brand has a well-organized growth strategy,
which looks working well.

COMPETING BRAND –

CAFÉ COFFEE DAY

Café Coffee Day Global Limited Company is a Chikkamagaluru-
based business which grows coffee in its own estates of 20,000
acres. It is the largest producer of Arabica beans in Asia,
exporting to various countries including the U.S., Europe, and
Japan. The company is vertically integrated to cut costs: from
owning the plantations to growing the coffee, making the coffee
machines and making the furniture for the outlets .
CCD has been able to make its brand presence felt through the
sheer number of stores. CCD has 620 cafes at present and it
has ambitious plans to launch more than 900 cafes by the end
of the current financial year. This means launching one store
every other day which is not surprising from a company which
launched a cafe (in 2005) in Vienna, the coffee capital of the
world. CCD also has three cafes in Vienna, and two in Karachi,
Pakistan. Lagging behind CCD in the Indian market, Barista has
about 200 cafés, Java Green (around 75 cafés) and Mocha
(around 25 cafés). The Indian organized sector has potential for
around 5,000 cafés but fewer than 1,000 cafés exist currently.

SERVICE FLOWER OF STARBUCKS

COMPARISION OF STARBUCKS & CAFÉ COFFEE DAY
 INFORMATION
Information about the brand’s offering is provided by menu, receipts
and company website etc. for both Starbucks and CCD. Both coffee
houses have a fairly large and appetizing selection of food and
beverages. Both have beverages including hot and cold assortment
of coffees, iced teas and Frappuccino (or frappes, as CCD calls them).
 ORDER TAKING
In Starbucks, orders are taken by online store, Starbucks app or
Drive-thru. They have a membership program.
In Café Coffee Day also, orders are taken CCD app. They also have a
membership program. CCD does not have a drive-thru.

 HOSPITALITY
The staff in Starbucks is better trained and better groomed as
compared to CCD. The Starbucks Barista’s also tend to remember
your name if you are a regular customer which gives a sense of
personalization.

 Safekeeping
Both Starbucks and CCD provide Safekeeping facilities.

 Exceptions
With more than 170,000 ways to customize beverages at
Starbucks® stores, customers can create a favourite drink that fits
their lifestyle. CCD, on the other hand, has a defined menu.

 Billing
In Starbucks, you go to the counter, place the order and pay for it.
Whereas, in CCD the waiters do the mentioned.

 Payment
Both Starbucks and CCD accept Cash and Various online payment
methods.

 Ambience
Both coffee houses have pretty nice interiors. Cafe Coffee Day outlets
have brighter colours like purple and red, while Starbucks has its
signature off-whites and rustic browns inspired by authentic
European coffee houses. Plus, the first Starbucks outlets in Mumbai
have classy interiors using Indian motifs infused with modern
elements.
 Prepaid Card
Starbucks also offers customers the facility of prepaid card. In which
customers can fill any amount and then they can use this card for
paying their bills. This card saves customer every time from carrying
cash or their debit/credit cards.