1. What factors accounted for the extraordinary success of Starbucks in the early 1990's. What was compelling about the Starbucks value proposition? What brand image did Starbucks develop during this period?
2. Why have Starbucks' customer satifaction scores declined? Has the company's service declined, or is it simply measuring customer satifaction the wrong way?
3. How does Starbucks of 2002 differs from Starbucks 1992?
4. Describe the ideal Starbucks customer from a profitability standpoint of view.What would it take to insure that this customer is highly satisfied ?How valuable is a highly satisfied customer to Starbucks?
5. Should Starbucks make the $40Million c? What's the goal of this investment