4. ABOUT STARBUCKS
• FOUNDED IN SEATTLE, WASHINGTON ON 30TH
MARCH 1971.
• FOUNDERS – JERRY BALDWIN, ZEV SIEGL &
GORDON BOWKER.
• Mr. HOWARD JOINED THE COMPANY IN 1982
AS DIRECTOR OF RETAIL OPERATION &
MARKETING.
• Mr. HOWARD BOUGHT THE STARBUCKS
CHAIN IN 1987 AND THE EXPANSION BEGAN.
• AMERICA‟S „ THIRD-PLACE ‟.
7. THE COFFEE
• HIGHEST QUALITY COFFEE IN THE WORLD.
• SOURCED FROM AFRICA, CENTRAL / SOUTH
AMERICA & ASIA-PACIFIC REGIONS.
• DIRECT RELATION WITH COFFEE GROWERS.
• OVERSEE THE CUSTOM-ROASTING PROCESS.
• CONTROLLED RETAIL STORE DISTRIBUTION.
• PRE-SPECIFIED PROCESS FOR EACH DRINK.
• HANDCRAFTED BEVERAGES.
8. CUSTOMER INTIMACY
• REGULAR AND FREQUENT CUSTOMERS –
18 TIMES A MONTH.
• CUSTOMIZED PRODUCTS.
• “ JUST SAY YES ” POLICY.
•“ NEVER WIN AN ARGUMENT AND LOSE
A CUSTOMER ” .
• HARD AND SOFT SKILLS TRAINING WHEN
JOINING THE COMPANY.
• „ PARTNERS ‟ AND „ BARISTAS ‟.
• „ COFFEE KNOWLEDGE ‟ TO BARISTAS.
• STAR SKILLS –MAINTAIN AND ENHANCE SELF
ESTEEM, LISTEN AND ACKNOWLEDGE, ASK FOR
HELP.
9. Cont. . .
• MEASURING SERVICE PERFORMANCE
•MYSTERY SHOPPER PROGRAM –
„ CUSTOMER SNAPSHOT ‟
o BASIC SERVICE CRITERIA
SERVICE -
CLEANLINESS
PRODUCT QUALITY
SPEED OF SERVICE
o LEGENDARY SERVICE CRITERIA
10. THE ATMOSPHERE
• “ PEOPLE COME FOR COFFEE,THE AMBIANCE IS
WHAT MAKES THEM WANT TO STAY ” .
• INVITING ENVIRONMENT .
• WIRELESS HotSpot STORES PARTNERED WITH
T-MOBILE.
• FOUR DESIGN CONCEPTS FOR THE STORES
oHERITAGE COFFEE HOUSES
oARTISAN STORES
oREGIONAL MODERN STORES
oCONCEPT STORES
16. ADVANTAGES
COMPANY OWNS THE CUSTOMER
RELATIONSHIPS .
COMPANY OWNS BOTH EMPLOYEE AND STORE.
IMPLEMENTATION AND MONITORING.
PRODUCT AND SERVICE QUALITY MAINTAINED.
COMPANY CAN STUDY THE LOCAL MARKET.
NO RESTRICTION FOR ANY OPERATIONS.
RETURNS FULLY ENJOYED BY THE COMPANY.
17. DISADVANTAGES
CUSTOMER LOYALTY TO INDIVIDUAL SERVICE
EMPLOYEES .
FULL BEARING OF THE FINANCIAL RISK
(SET-UP COST) .
LARGE COMPANIES KNOW BUSINESS, NOT
THE LOCAL / INTERIOR MARKET.
PROBLEMS WHEN ENTERING FOREIGN MARKET.
BENEFITS FROM FORMATION OF SERVICE-
PARTNERSHIPS ARE LOST.
18. THANK YOU
BY
TWINKLE K ANTONY
ULLAS UDAYAKUMAR
VIPIN DAS K C