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/> Starbucks has a large variety of coffee drinks to meet different consumers’ needs for caffeinated beverage. Starbuck provides very unique service to consumers that allow customers to order the coffee drinks any way they want, therefore, the customers can specify their exact specifications according to their preferences on coffee. However, the customized coffee services increase the employees’ transaction time which makes customer waiting time longer. Many consumers complained that starbucks did not provide efficient service like McDonald cafe and other small coffeehouses.

Although fast customer service is not the main attribute for starbucks customer satisfaction, reducing the variety of coffee drinks and concentrating on its popular and premium coffee drinks can effectively reducing waste in backstage operations. As the customers are motivated by starbucks’ brand recognition and high quality product and service, improving service efficiency is able to retain about 10% of its consumers who want to have fast service. Due to about 35% of starbucks consumers indicated that quality is the main concern for them making a purchase decision and being loyalty, strict controlling quality and operations should be an important aspect of the marketing plan. Starbucks could adopt a high product differentiation strategy to keep consistency in coffee quality and keep the distance to its competitors.

- Price 
Starbucks coffee products are priced higher than its competitors by about 20%. The reason of selling at a higher price is that starbucks differentiate it from competitors by selling high quality and experience. Although a large group of consumers demonstrate that they are willing to pay a higher price for a higher quality and specialty coffee experience, its market segment is relatively narrow compared to its competitors. Approximately 28% of starbucks believe that a better price will be an incentive for frequent visits. An alternative for starbucks to reduce prices can be achieved by lowering the cost of its standard drinks while at the same time raising the price of its specialty drinks.

Launching a new business line should bring more new customer to starbucks and it can be achieved by brand extension. The sub-brand can adopt a cost leadership strategy to position itself on convenience and fast service at affordable price targeting consumers who may not desire a premium kind of product and service. In order to combat the current economic downturn, starbucks has to make changes on prices for maintaining its sales volume and its premium brand values. 

- Place 
The relax and comfort atmosphere at starbucks stores encourage customers to stay and enjoy their coffee drink. Many customers work on their computers, read books, study or chat with friends for several hours so that many coming customers cannot find a seat. Many regular consumers complained that the seats are filling so fast and they have to wait a long time or take away their drinks. It is urgent to expand the store area and add more seats in the main retails locating in shopping centers, airports and libraries to prevent loss of customers.

In Singapore, starbucks kiosks cannot be found on the streets or in some grocery stores. The accessibility of starbucks is relatively lower than other cities like New York, Japan and Italy where st本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。