This module assessment consists of total 4000 words and it is about "Brand Management" .Strategic Brand Management involves the systematic planning, development, and control of a brand’s identity and reputation to enhance its value and market position. This process includes creating a strong bran...
Starbucks is a well-known global coffeehouse chain that has faced challenges in the 2000s. Starbucks faced
issues such as overexpansion, declining customer satisfaction, and increased competition from local coffee
shops and fast-food chains. Howard Schultz invested in their Barista’s training and health care which cost
approximately $300 million.These challenges resulted in decreased sales. He played a crucial role in
leading and recognized the need to refocus on the customer experience, product quality, and store
operations. Under Schultz's leadership, with his team Starbucks closed underperforming stores, retrained
employees, and invested in enhancing the overall customer experience. As Starbucks opened many stores,
some customers felt that the quality of the coffee and the overall customer experience had declined. To
overcome this challenge, Starbucks implemented several strategies. These efforts helped rebuild trust and
attract socially conscious customers and served coffee with roasted beans .Here we will discuss Starbucks
complete situation analysis including SWOT,Brand performance,Key metrics,Brand Resonance
model,Customer journey of starbucks.
Starbucks main objectives are.
Starbucks Coffee chain which was established in 1971 with the opening of a single retail store at Seattle’s
famous Pike Place Market which is now headquartered in Seattle,Washington. which originated in 1971
with a single retail, Washington. It just began as a famous global brand and retailer in the coffee industry.
On June 26, 1992, They made an initial public offering, marking a tremandous milestone in its corporate
history. (“Marketing Essays - Starbucks Coffee'', n.d.)
Starbucks wants to establish itself as the premier brand and retailer of exceptional coffee in entire markets,
both domestically and globally. This objective is achieved through the sale of top-notch coffee and other
beverages,with great customer experience.
By presenting high quality roasted coffee beans, also providing a huge variety of food items and, including
freshly brewed espresso beverages, a variety of sweets, and an array of coffee choices and accessorie with
customized coffee options.Their famous outlets can be supermarkets,traditional and nontraditional channels
like United Airlines,Barnes & Marriott International and different bookstores..(source:
www.starbucks.com).
The reason for choosing this world renowned brand is to find out their secret success ,what challenges they
faced and how in the supervision of Howard Schultz with entire team they managed to give their best and
making starbucks a well-renowned brand with constant efforts and skills.Here is the picture shared of
original coffee shop during this time how it looked liked ,we can see below.
source:About Us: Starbucks Coffee Company
STARBUCKS ORIGINAL COFFEE SHOP
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