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| Topic: |
Business
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| Number of pages / Number of words: |
7 / 1720 |
Essay's paper body
What is striking when reading the report isn't customer satisfaction or dissatisfaction, but the fact that the actual perception of the brand, the attitude towards it, has almost nothing to do with the desired positioning of the brand, and the desired differentiation from main competition practically disappeared: "...
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Therefore, the main problems Starbucks are facing in 2002 are:
?U no or very little differentiation between them and their main competitors; however, there is a great differentiation between Starbucks and the independent coffee houses, favoring the latter
?U wrong brand image, inconsistent with the desired one
?U wrong positioning
We can trace the causes of these problems, by looking at the marketing strategy of Starbucks...
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General points of the essay
A RELATIONAL STUDY ON CUSTOMER SATISFACTION, TRUST , SWITCHING BARRIERS AND OVER ALL CUSTOMER RETENTION IN THE CONTEXT OF UNITREND LTD.
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