Starbucks’ Customer Retention Strategies – The Loss of Focus
This is a research paper I wrote in 2010 for my MBA (Finance) module on Services Marketing. It could serve as a comparative case study of the present situation versus what it was four/five years ago.
Starbucks, a corporation that has grown since its retail inception in 1982 to reach global stardom with over 6,000 shops worldwide in 2002 and over 10,000 in 2005, is truly one of the most successful business ventures to-date. To meet the rapid global expansion, the corporation unwittingly had compromised on some of its key success factors. This paper will examine these factors from the customer’s point of view, and how essential are they for Starbucks to retain its current customers. Continue reading “Starbucks’ Customer Retention Strategies – The Loss of Focus”