INTERNATIONAL OPERATION

MANAGEMENT - CASE 3. MASS

CUSTOMIZATION IN STARBUCKS

Faisel Mohamed
Mass Customization in Starbucks

1. By analyzing the menu, do you think Starbucks Lyon uses mass customization in the
menu design? Why does Starbucks use mass customization?

Yes, Starbucks uses mass customization in the menu design.

Mass customization for Starbucks means the supply of large-scale goods and services that are
customized to meet the requirements of their clients. Mass customization is a technology which is
used by Starbucks for marketing and production, which incorporates versatility, personalization and
the low unit costs associated with mass production.

Mass customization helps a consumer to develop certain product characteristics while ensuring that
prices are like the mass-produced goods.

Mass customization makes it possible for customers of Starbucks to design certain product
characteristics while at the same time maintaining costs closer to the cost of mass production products.

2. By analyzing the “create your perfect beverage” program, do you think Starbucks Lyon uses
mass customization in the program? Why? What are the advantages of this program?

Yes, when I analysis the “create your perfect beverage” program, I think Starbucks Lyon is using mass
customization in their program.

It’s becoming increasingly popular for consumers to seek out goods that can be customized from A to
Z.

- For Starbucks some of the advantages of using of the above programs are;
- Greater retention of customers because products have choices and are personalized to once’s
tastes.
- Fewer unfinished goods must be stored and operating costs must be reduced.
- Fast and fast production from beginning to end.
- A higher price point for custom goods that means increased income.
- Highly tailored ordering tools and applications are more versatile.
 3. Starbucks claims that their “Frappuccino blended beverages are completely
customizable”. Do you agree with this claim? Why?

It was in the summer of 2006, the Frappuccino Juice mix, described as "true fruit juices mixing tazo-
tea with ice," was launched by Starbucks. Throughout 2007 and 2008, juice blends have been
gradually discontinued and are no longer available to Starbucks.

Yes, the Frappuccino mixed drinks can be customized entirely. Frappuccino may include other
ingredients, such as espresso shots, aromatized syrups, chocolate chips and flavored powders.
Consumers may also change Frappuccino’s quality by choosing light or additional ice. Any
Frappuccino may include extra syrups, espresso shots, or various other modifications for a potential
surcharge.