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The case write-up assignments are designed to help you learn how to meaningfully apply your knowledge of relevant consumer behavior concepts and frameworks in analyzing a particular marketing situation and making specific, sensible recommendations.

In this assignment, you will analyze the �Starbucks: Delivering Customer Service� case.

In analyzing and writing up this case, you need to answer the following questions:

� What factors accounted for the extraordinary success of Starbucks in the early 1990s? What was so compelling about the Starbucks value proposition? What brand image did Starbucks develop during this period?

� Why have Starbucks� customer satisfaction scores declined? Has the company�s service declined, or is it simply measuring satisfaction the wrong way?

� How does the Starbucks of 2002 differ from the Starbucks of 1992?

� Describe the ideal Starbucks customer from a profitability standpoint. What would it take to ensure that this customer is highly satisfied? How valuable is a highly satisfied customer to Starbucks?

� Should Starbucks make the $40 million investment in labor in the stores (justify your decision)? What�s the goal of this investment? Is it possible for a mega-brand to deliver customer intimacy?

Please remember that your write-up should be a maximum of two typed pages (at least 11 point font, double spaced, and 1 inch margins, with the exception of figures, tables or attachments, if any). Focus on the main points that you want to make.


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