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STARBUCKS CASE ANALYSIS

  • What factors account for the extraordinary success of Starbucks in the early 1990’s? What was so compelling about Starbucks value proposition? What image did Starbucks develop?

  • Why have Starbucks customer satisfaction scores declined?

  • How does Starbucks of 2002 differ from 1992?

  • Describe Starbucks ideal customer from a profitability standpoint? What would it take to make this customer highly satisfied? How valuable is a highly satisfied customer?

  • Should Starbucks make the $40 million investment in labor in the stores? What is the goal of this investment? Is it possible for a mega-brand to deliver customer intimacy?

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