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Service Marketing Issues - Case Study Example

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This case study highlights that in the earlier days, the marketing was only confined to the manufactured products. But now the scenario has been completely changed. The process of marketing has gained equal position in promoting both products and services. …
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Service Marketing Issues
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Download file to see previous pages As the paper outlines the company gave more priority fir three components. That was coffee, service and finally the atmosphere within the organization. The organization termed the concept of service as ‘customer intimacy’. The goal of the company is “to create an uplifting experience every time you walk through our door”. In the earlier days it was easy for the company to sell its products, but as the scenario changed the marketing process became more complex in nature. Baristas was responsible for producing and selling the products. But the problem aroused when the taste and preferences of the customers changed. The only way to solve this problem was to hire more number of baristas and train them well, but due to the current economic condition the company is not in a situation to carry out this function. The company was facing serious issues related customer satisfaction, centralised marketing system, managing human resources and failure in meeting the customer expectations.
From this study it is clear that the important service marketing issue in this case is that the company wants to increase its quality in delivery, but due to the poor economic condition, it is not able to perform at its best. The one and only solution for the company is to increase the number of baristas. And for the time being the company trained the existing baristas and eliminated all the unwanted tasks done by them so that their productivity can be increased. Starbucks is the biggest coffee company in the globe. Service marketing in any business is focused on promoting its products and services. Since star buck is a coffee company, the service marketing in star bucks is proposed to market its coffee. ...Download file to see next pagesRead More
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