Summary of the Reading-Starbucks

1971 1982 1992 2022 2002 -Actualidad

• Se abre una • Schultz regresa • Starbucks • Starbucks se • Schultz deja las

cafetería en Pike de Italia y contaba con 140 posiciona como operaciones de
Place Market propone locales la marca Starbucks en
establecer un • Se decide cotizar dominante de manos del
café expreso en en bolsa café de director General
una esquina • Schultz reúne 25 especialidad en Orin Smith
• Años después los miilones de Norteamérica
fundadores de dólares en el • La compañía
Starbucks le proceso de atendia a 20
venden la oferta publica millones de
compañia clientes único
alrededor del
mudno
 Summary of the Reading-Starbucks

1971 1982 1992 2022 2002 -Actualidad

• Cafe opens at • Schultz returns • Starbucks had • Starbucks is • Schultz hands

Pike Place from Italy and 140 locations positioned as over Starbucks
Market proposes to set • It is decided to the dominant operations to
up an espresso go public specialty coffee CEO Orin Smith
cafe on a street • Schultz raises brand in North
corner. 25 million America
• Years later, the dollars in the • The company
founders of public offering served 20
Starbucks sold process million unique
the company to customers
him. around the
world.
Summary of the Reading-Starbucks-Key
points
The • There were three critical components to this

Starbucks
experimental strategy for the Starbucks brand. The
first component was the coffee itself The second
brand component was service, or what the company

Value sometimes called "the customer intimacy The third

component of the brand was the atmosphere

Proposition
• Nearly all Starbucks locations in the United States

Distribution
were company-operated, located in places with high
traffic and high visibility, such as shopping malls,
office buildings and college campuses. Starbucks also

channels marketed coffee products through non-retail

channels. were operated by the company
Summary of the Reading-Starbucks-Key
points
• Starbucks' policy of 'Just Say Yes' enabled partners to provide

Customer the best service possible, even if it required going beyond

company rules Starbucks monitored service performance
using a diverse collection of parameters, which included
monthly status reports and internal checklists. tool The

service company's most prominent measurement was a mystery

shopper program called the ´snapshot of the consumer´

• The company's second avenue of growth was product

product innovation. Internally, this considered one of the most

significant comparative factors in the sales growth of a local,
particularly since Starbucks prices had remained relatively
stable in these last few years. New products were launched on

innovation a regular basis; eg Starbucks introduced at least one new hot

drink every vacation period
Conclusions of the reading
Starbucks has managed to be a successful and world-renowned company,
making many people understand a coffee drink well above the price they
were used to and this was achieved thanks to the way it offers its service.

The products they offer are of quality, so their loyal customers have no
problem paying a higher price.

he infrastructure offered by each store creates a comfortable and pleasant

environment for customers, as it makes them feel as if they were at work
or at home, inviting them to stay while having a drink.

It also offers a wide variety of drinks, thus demonstrating that the

customer has more options to choose from and that they can customize
their drink according to their tastes or preferences.

Starbucks is where it is thanks to its great ingenuity and constant

innovation, such as having wireless internet, so that customers can surf
with high speed on the internet