Starbucks: A Case Study Of Mcdonald's Company

(1) For the 1st move, “Be the undisputed coffee authority”, the stakeholder is the partners. The reason that the partners are important to Starbucks is because they are the ones that work closely with the consumers. According to the authors, “Starbucks needed its partners to share their passion, pride and knowledge of Starbucks offerings and mission with customers every day, over every order (Koehn, McNamara, Khan, Legris, 14). Starbucks used superior customer service to help smoothen the transformation process. With partners contributing to the positive customer experience, Starbucks can maintain loyalty customers. For this reason, having great product is not enough, passionate and friendly staff can help generated more positive experience to the customers.

Another type of stakeholder that associates with the 2nd move, “to engage and inspire partners”, is partners. In this move, Starbucks tried to

As shown in the case, “[Starbucks] became a symbol of decadence, an association reinforced by McDonald’s misleading ads targeting Starbucks lattes that read, ‘Four bucks is dumb’” (Koehn, McNamara, Khan, Legris, 19). With the competitor like McDonald attacked on the price of the its drinks, Starbucks was affected because McDonald sold its drinks in a cheaper price compared to Starbucks’. Because the ad that McDonald released conveyed customers’ negative perception about Starbucks’ drinks, Starbucks overcame this challenge by retraining its baristas and store managers. According to the authors, “baristas and store managers are the true ambassadors of our brand, the real merchants of romance and theater, and as such the primary catalysts for delighting customers” (Koehn, McNamara, Khan, Legris, 20). By focusing on training the staff, Starbucks could differentiate itself from McDonald’s products when it comes to positive customer experience and the quality of the drink instead of the