Starbucks' Products

Introduction:

    Starbucks' products are not just coffee, but also the experience of coffee culture, coffee is just a carrier. The consumption of coffee to a large extent is a kind of emotional level of cultural consumption, cultural communication needs is the coffee shop to create the environmental culture can infect the customer, and form a good interactive experience. In addition, in Starbucks' corporate culture, the most important is people-oriented. Starbucks will take care of every consumers, only make one coffee for one consumer at a time.

Procedure:

    Article：My classmates and I went to Starbucks to experience Starbucks' environment, service and product taste, article allows us to be more direct observe with Starbucks rather than from second resources to understand information.

    Communication: Face to face communication with Starbucks employees or customer that is well aware of Starbucks. From these exchanges we can deepen our understanding of Starbucks.

    Brochure: From Starbucks' brochure, we can the most systematic and most clear understanding of Starbucks' corporate culture

Background:

Starbucks was founded in 1971 and headquartered in Park e, Seattle, USA. In August 1987, under the leadership of Howard Schultz jumped out of the original framework, began selling coffee, gradually transformed into an international chain. In 1998, Starbucks set up a number of overseas stores, including China, Germany, Singapore, Switzerland, etc. In 2004, global stores have more than 8600. The rapid expansion of Starbucks coffee in the world, can be said to be legendary. The success of Starbucks' corporate culture has a close relationship, because some people think that Starbucks' idea of customer - centered has created a miracle.

Customer service strategy:

    Managers want to make Starbucks into the office and home because “the third space", let people get used to resting and working here. The coffee as a carrier, through the carrier, Starbucks give customer a special style. And Starbucks wants to provide customers with a sound working environment. And create a working environment of mutual trust and mutual respect; Public the diversification of enterprise management; According to the highest standards of procurement, and provide the freshest coffee for customer.

experiential marketing, Some people think that Starbucks' success lies in the place he will focus on customer service, rather than just attention product quality. Moreover, Starbucks also enhance the level of service to “experience”, This “experience” is to combine high quality customer service with high quality product experience. This experience can give Starbucks the core-competitiveness. Therefore, Starbucks attaches great importance to the adoption of services and products, to establish a good impression in the mind of consumers.

4) The expansion of the influence of enterprises need to rely on the spread, the traditional way is to invest in advertising, and Starbucks' investment in advertising is very small, According to statistics, in the past twenty years, Starbucks advertising costs less than one million dollar. While, Starbucks has become the world's top 100 companies without relying on advertising, it momer service experience, in 2007.12.14, Starbucks hold the “Global and China Starbucks Store Customer Experience Research Report” in Shanghai, all the friends present can share that they meet best service or worst experience in Starbucks. Can also express this customers view that like and dislike goods in Starbucks. Starbucks collection and on the spot to consumers expressed willingness to improve shortcomings and continue to develop the advantages.