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Measure
Target
Action
Maintain Starbucks "Ethos"
It is difficult to directly measure consumer sentiment. However, dissatisfied customers provided needed feedback as to problems in the overall objective.
Consumers, Vendors
Take drastic action to address consumers' issues in a timely manner. This may include free samples or refunds but should be as comprehensive as possible to address a wide range of complaints
Ethical Treatment of Internal Employees
Starbucks can gauge its treatment of its employees from industry standards and other similar measures.
Employees
Starbucks should be one of the best companies to work for in their industry at all times and must make sure there compensation packages meet or exceed employee expectations.
Maintain and promote a high level of corporate social responsibility.
Starbucks must not only source its raw materials (mostly coffee) in a sustainable manner, but it should also be proactive in finding new solutions to responsible coffee development in third world countries.
Supply Chain, Consumers (Brand Image)
Starbucks must dedicate a significant portion of its resources to continuously improve its supply chain. It must address any issues in a timely manner to ensure that any problems do not lead to costly negative publicity.
Relationships to other objectives
The customer service objectives for Starbucks directly support all organizational objectives for the entire company. Starbuck's business model is positioned as a value added product and service. Therefore brand image is an important component to Starbuck's success. Starbuck's customer service should not only address customer issues directly, but it must be proactive and try to preempt any potential issues that could be more than isolated events/issues. For any issue that has multiple occurrences, Starbucks should examine their operating model to determine whether improvements can be made to avoid future problems.
Revisions (if any) to Module 1 Objectives
Objective/Module
Measure
Target
Action
A fourth foundational element is the strength of the Starbucks brand itself and is ubiquity globally. As a result of rapid and well-defined strategies for opening up retail stores, Starbucks is now considered one of the most preeminent and strongest brands globally. Starbucks has generated the strength of their brand through combining high-quality coffee and tea beverages with the third-place concept to generate customer loyalty and world-of-mouth among customers and their
True, the company has a highly cohesive ethic, regarding the environmentally friendly and ethically produced nature of its products. However, one problem that a supermarket chain will inevitably run across is that different areas of the nation have different tastes. This is why allowing self-governance is so important on a store-by-store basis for this chain. A Whole Foods in New York City might have more convenience vegan food, for
Consumer Behavior for Marketing Understanding Consumer Behavior Understanding consumers' perceptions is critical to marketing and advertising. Consumers are increasingly selective with regard to the advertising that they pay attention to and mass marketing is fast losing its effectiveness and appeal. There is any number of strategies that marketers can employ to increase positive consumer perception of their brands. Several suggestions follow: (1) Engage in socially responsible investing in causes that can