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Case
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Reference no. 9-504-016
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Published by:
Harvard Business Publishing (2003)
Version:
10 July 2006
Length:
20 pages
Data source:
Field research
Notes:
Customers will need to be registered on the Harvard Business Publishing website in order to view the video. http://cb.hbsp.harvard.edu/cb/search/9-504-016?Ntk=HEMainSearch&N=0
Abstract:
This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. Instructors should consider the timing of making the video available to students, as it may reveal key case details. Starbucks, the dominant specialty-coffee brand in North America, must respond to recent market research indicating that the company is not meeting customer expectations in terms of service. To increase customer satisfaction, the company is debating a plan that would increase the amount of labor in the stores and theoretically increase speed-of-service. However, the impact of the plan (which would cost $40 million annually) on the company's bottom line is unclear.
Settings:
United States, 2002, USD3.3 billion revenues, 60,000 employees
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