Question

You are to make an evaluation of your company (Starbucks) and identify areas where the business intends to modify and change the attitude of the customer and whether or not you think it will succeed

Note this is a three part question that requires three (3) separate paragraphs also in the first section, you will identify a specific area in the product and service model that the company intends to focus on by changing the behavior of the consumer.

Based on book: International Management 9th edition Helen Deresky. Chapter 7.

Answer 1

The biggest customer attitude which Starbucks’s has been trying to change in the way customer look at a coffee shop, and there is a change in attitude which Starbucks’s is trying to achieve is replacing the purchase of a cup to coffee with the experience to have a place for a good cup of coffee. What used to be a shop to just have a cup of coffee, has become a place to experience the unique service capability of Starbucks’s service.
To bring this change Starbucks has been working for a long time and they are trying to give a similar enhanced level of customer experience at each and every touchpoint across the globe where it operates and you can feel the similarity in experience across the Starbucks’s stores.
Starbucks should be successful in shaping the attitude of customers and mainly because of its strong marketing which has created a huge brand equity and able to attract customers who are looking forward to a place to experience a good cup of coffee. And there are hardly any global players who can match the scale of Starbucks’s and give a similar experience. The presence of Starbucks in social media and it's impeccable connect with its different target segment has been an exemplary approach to change the customer attitude.