This is a project where analysis of quality management has been done.. It has an overview, organization structure,analysis and conclusion. I hope you find it helpful.

1. TYBVOCTTM
06
SHARDA MAAM
Starbucks
AVANTIKA
BADGUJAR

2. Introduction
Comapanies overview
Analysis
Understanding the services offered.
Reviewing the reviews to understand the
service gaps.
Organization overview
History and the working of the
organization, any innovations specific to
India
Conclusion
Summarizing my research.
Table of
contents

3. Starbucks is named after the first mate in
Herman Melville’s “Moby Dick.” Our logo
is also inspired by the sea – featuring a
twin-tailed siren from Greek mythology.
An American multinational global
coffee company chain based in
Seatle, Washington. A chain of
coffeehouses & roaster reserves.
Founded in 1971 by jerry Baldwin, Zev
Siegl & Gorden Bowker (2 teachers & a
writer) started the company at the
Seatlles Pike Place Market. It was then
sold to Howard Schultz during 1980s.
The origins of the logo. The first Starbucks logo, based on a
16th century Norse artwork, was launched in 1971. A twin-
tailed mermaid or Siren appeared in the logo. She's a
storyteller, reminiscing about the past while carrying the
Starbucks lore forward. She's a muse in many ways, always
present, motivating and propelling others forward. Every
person who sees or knows her has a distinct interpretation
of her.
1971-1987 ; 1987-- 1992 ; 1992 -2011 ; Now

4. Starbucks is a coffee retail company that was inspired by a
trip by Howard Schultz in Italy.
When in the Bars in Milan and Verona he saw the whole
experience of having coffee, he realized it was way more
about building communities around local coffee shops,
rather than just coffee itself. That’s how he thought to
rebuild and bring the same kind of experience back to the
US.
At the financial level, Starbucks had 52% of company-
operated stores in 2018 compared to 48% of licensed
stores.
Company-operated stores comprised 80% of the revenues
in 2018 and they contributed to Starbucks’ transition
toward a heavy-chained business model where Starbucks
tries to keep as much control over the customer experience
by controlling and buying back previously licensed stores.
The company has also been converting in some geographic
areas (like Brazil and Europe) some of the company-owned
and operated stores into licensed stores.
In various geographic locations (such as Brazil and
Europe), the corporation has also been transforming some
of its company-owned and operated stores into licensed
retailers.
“Our mission: to inspire and nurture the
human spirit – one person, one cup, and
one neighborhood at a time.”

5. Starbucks entered the Indian market in October 2012 through a
50/50 joint venture with Tata Global Beverages, and now has over
1,600 enthusiastic partners operating 100 locations in Mumbai,
Delhi NCR, Hyderabad, Chennai, Bengaluru, and Pune (employees).
TATA Starbucks Private Limited, a joint venture, operates Starbucks
outlets, which are branded as Starbucks Coffee – "A Tata Alliance."
Starbucks menu. Starbucks is popular for selling
varieties of coffee but it also sells other cold and hot
beverages, sandwiches, pastries and snacks. Customers
can enjoy a variety of exceptional goods from Starbucks
in their locations, at home, and on the go.
There are over 30 mixes and single-origin premium
coffees to choose from. Equipment for brewing coffee
and tea, as well as products, fruit cups, and so forth.
Food (baked, yoghurt parfaits, etc. ), beverages,
smoothies, and teas are also available.
Products for consumers, such as Frappuccino, coffee
drinks, iced café, espresso, bottled juices, refreshers,
beverages, iced teas, cold brew, and other ready-to-drink
options are available. Starbucks locations offer hot and
cold beverages, whole bean espresso, VIA (micro-ground
moment espresso), coffee, caffe latte, full- and free-leaf
teas, Teavana teas, Evolution Fresh squeezes,
Frappuccino drinks, La Boulogne baked products, and
snacks.
Starbucks knows how to improve the quality of its
customer service. They're not only selling coffee; they're
also providing a high-quality customer service
experience. They are teaching and forming devoted
customers, establishing long-term relationships,
improving knowledge, and promoting the industry,
products, and brand. This organization understands that
the power of allure lies not just in the drinks they serve,
but also in the experience they create – and the rich, hot,
full-bodied education they offer.

6. Starbucks opted to join the Indian market because it
was looking for a new market. India boasts the world's
second-largest population and a rapidly developing
market. The "Starbucks Coffee Tata Alliance" also
caters to client preferences by changing their menu and
including some local flavor's into the products they sell
in order to increase sales. To attract more clients, they
introduced local cuisine such as cottage cheese rolls
and chicken tikka Panini to their outlets. They got their
coffee beans from India as well.
Starbucks is the world's largest coffee corporation,
offering customers unique and distinct experiences
through its services and products. Its high-quality
coffee helps it stand out in the marketplace. In India, for
example, "Tazo Tea" was produced to appeal to tea
connoisseurs. Starbucks Coffee closely oversees the
production process to maintain high quality.
Furthermore, their personnel is given clear missions
and objectives to encourage collaborative work toward
achieving goals.
Customer loyalty and happiness are increased through
all activities, resulting in a robust customer base.
Customers like premium services and products because
they give a one-of-a-kind experience, and they are
ready to pay more for it. As a result, Starbucks employs
a value-based pricing approach, allowing them to
generate more money by providing high-quality
beverages and meals while also providing excellent
customer service.

7. 1970s
Starbucks was founded in 1971 in Seattle by three friends
from the University of San Francisco who were all taught
how to roast coffee by the founder of gourmet coffee firm
Peet's. They offered Peet's roasted coffee beans and
grinders throughout the 1970s, which proved popular and
profitable, making US$46,832 in the first nine months and
prompting the creation of a second store in 1972. In 1978,
they started roasting their own beans and constructed a
roasting plant. The name and logo were inspired by nautical
mythology, with the emblem being a mermaid (albeit brown
rather than green) and the name coming from Herman
Melville's novel Moby-Dick. In 1977, Starbucks relocated to
Seattle's iconic Pike Place Market, where the original brown
logo store can still be found.
Number of stores: 4
In 1982, Howard Schultz enters Starbucks as director of
marketing when the company opens its fifth location, which
includes the first Starbucks bar and sells brewed coffee. He
also begins supplying coffee to gourmet restaurants and
espresso bars. Schultz tried to persuade Starbucks to test the
coffeehouse concept in downtown Seattle after a buying trip
to Milan, when he experienced a cultural awakening inspired
by the city's coffee shops. They decline, and Schultz creates Il
Giornale, a coffee shop in 1985 that uses Starbucks roasted
beans, and then buys Starbucks for US$3.8 million in 1987,
becoming CEO of Starbucks Corporations. By the end of the
1980s, he had opened 55 outlets in Chicago and Vancouver,
Canada. In 1988, all employees were offered full health
benefits.
The number of stores is 55.
1980s

8. Starbucks completes its initial public offering (IPO) in 1992,
becoming the first privately held US firm to do so. Tazo Tea was
acquired, and the company's brand was extended to grocery stores.
Frappuccino bottles were introduced. Starbucks established a solid
basis within a decade. By forming a joint venture with Magic Johnson
to open outlets. In the event of an emergency, to establish funds.
The importance of collaborating with others to conserve and
promote sustainable coffee-growing methods. 45X increased in-
store openings from 55 to 2,498 in the 1990s. Many firsts were made,
including an internet store, the first authorized airport store, and a
drive-through facility. The first store outside of Japan opened in
1996, followed by stores in the United Kingdom, Malaysia, New
Zealand, Thailand, China, Kuwait, and Lebanon.
There are 2498 stores in total.
1990s
2000 – 2010
The decade is dominated by ethics, health, sustainability, and digital.
Starbucks has started selling Fairtrade coffee. It introduces criteria
for ethical coffee sourcing. It opens the doors to the first two
Farmer Support Centers (Costa Rica, Rwanda). Besides, by
eliminating all artificial trans fats from beverages, the company
introduces the industry's first paper beverage cup. Ethos Water is
acquired by them. During the decade, store openings increased by
7X in 42 new countries. Hong Kong, Australia, Saudi Arabia, Chile,
Turkey, Germany, Brazil, Russia, and Jordan are among these
countries. It has opened its first roasting operation outside of the
United States.
In the year 2000, the CEO takes a step back and returns in 2008
with new ideas. The mission statement is rewritten. Its goal is to
'inspire and nurture the human spirit while also boosting digital
progress.'
It introduces Starbuck's first online community, which includes
Twitter and Facebook profiles. It introduced a loyalty card
programme and mobile payment using the Starbucks Card, as well
as limitless Wi-Fi for customers.
There are 16,858 stores in all.

9. Total number of stores: 32,000
Starbucks expands its reach to 80 countries,
including Guatemala, Morocco, Finland, India, and
Vietnam, with over 15,000 locations in the United
States alone. With the acquisition of La Boulange
and Teavana, Elevation takes centre stage. The
unveiling of Starbucks' first Reserve Roastery and
Tasting Room in Seattle, as well as the
introduction of Cold Brew iced coffee. In 2015, the
company achieves a milestone of 99 percent
ethically sourced coffee. In Costa Rica, he also
establishes an ethical coffee cultivation R&D
facility.
In 2012, it hired its first chief community officer.
In an underdeveloped neighbourhood, the brand
launches its first community store, followed by 15
more over the next decade. It distributes US$1.5
million in neighbourhood awards and establishes
a $100 million community fund to promote racial
justice. It pledges to hire 10,000 military veterans
and 100,000 underemployed youth. In 2020, the
company employs its first chief inclusion and
diversity officer. Starbucks will launch its
30,000th location in Shenzhen, China, on March
18, 2019.
2011-2021

11. Reserve Roastary and Tasting Room is a
big facility made for customers to have
an experiential experience.
“THIS ROASTERY IS THE FULFILLMENT OF A DECADE-
LONG DREAM – AN HOMAGE TO OUR RELENTLESS
PURSUIT OF COFFEE INNOVATION THAT WILL CREATE
FOR OUR CUSTOMERS THE MOST IMMERSIVE, SENSORY
DEMONSTRATION OF HOW WE SOURCE, ROAST AND
CRAFT THE FINEST COFFEE FROM AROUND THE
WORLD,” “EVERYTHING WE’VE EVER DONE HAS LED US
TO THIS POINT. THIS IS THE MOMENT OF THE NEXT
GENERATION OF STARBUCKS.”
Howard Schultz, chairman, president and chief
executive officer of Starbucks.

12. Marketing Manager
Marketing Manager
Sales Manager Engineer Manager
Organization
OVERVIEW
Starbucks follows a combination of vertical and
horizontal structures which is characterized by
multiple, overlapping chains of command and
divisions.
General manager
Functional Manager
Sales Manager Engineer Manager
Combination of vertical & horizontal strcutures

13. Functional hierarchy
It refers to the classification of departments based on
their business functions. It's a classic feature of the
matrix structure. The decision-making process is
centralized.
For example, the HR department creates policies that
must be adhered to by all cafes.
Functional groups exercise top-down control to define
and then execute competitive growth strategies with
the CEO at the forefront.
Product-based divisions
To mention a few, there are departments for coffee,
retail, and baked foods.
Under the Starbucks canopy, Evolution Fresh juices,
Seattle's Best Coffee, Ethos water, and Teavana bottled
teas are offered.
Teams Teams may be found in any
Starbucks location. Every location's
financial success is driven by team
performance and exceptional
customer service, according to the
firm.
Teams are encouraged and enabled
to work toward personal goals while
also enhancing Starbucks' company
culture.

14. Each division has a senior executive who has the
freedom to adjust strategies to the needs of the specific
geographic region. Both the geographic and functional
heads report to the senior executive.
Geographic divisions
Americas – further divided into the Western,
Northwest, Southeast, and Northeast United States.
China and Asia-Pacific, and
Europe, Middle East, Russia, and Africa.
Starbucks needs to balance the structure of global
divisions because it has a presence in 70 countries.
Starbucks merged its U.S. and Starbucks Coffee
International (SCI) divisions in 2011 to form three new
regions:

15. Starbucks' organizational structure is a
matrix. Many chains of command describe
the matrix structure, which incorporates
elements of the product and function-based
structures.
Starbucks embodies several features of a
decentralized organization, with a
concentration on low-level employee
empowerment and autonomy. The
corporation, on the other hand, continues
to embrace hierarchical corporate
governance.
Starbucks has product divisions to assist
classify the different product categories and
brands available to order at each café. It also
uses geographic divisions to make
managing its global presence easier.

16. Strong Brand
Direct
Distribution
Viable Business
model
Strengths Weakness
owned stores i can
turn in massive stores
Too dependenton
American states
Opportunities
Global expansion
Threats
Coffee beans price
volatility
Market volatality
Pandemic
Positioning

17. Starbucks' success is
based on its utilization
of big data?
Supply chain management
Dynamic
Menus
Personalized
Promotions
Starbucks customizes their products based on the preferences of their
customers. In the United States, more than half of people rely on this
information, whereas in India, drinks are tailored to your mood.
Starbucks can deliver tailored offers that are certain to be relevant by
recognizing individual customer request tendencies and purchasing
behavior's. Users can ignore such offers if they wish. Since 2017,
Starbucks has been implementing the "Digital flywheel" program
(rewards, personalization, payment, and order). They're leveraging AI
to standardize their facilitation and process. It isn't, however, about
personalized advancements. Traditional mass missions are still being
sent in large numbers, but to each and every customer in the target
fragment. Cold beverages on hot days, product debuts, or special
menus may come to mind.
Starbucks adapts its menu and product offerings to meet the needs of its customers.
Starbucks, for example, used information from its stores as well as client statistical
surveys to choose which goods to create for its basic food item lines of k-cups and
packaged refreshments. When it comes to tea, everyone has their own preferences.
Making two k-cups, one with sugar and one without, would be beneficial.
With its new enhanced menu sheets, Starbucks is bolstering its ability to use data to
drive its menu. Across the world, there are around 87K different drink mixes.
Deals are driven and built with the use of digital boards. The menu changes
depending on the time of day, the weather, and other factors. They can be used to
adjust prices throughout the day and season to reflect desired shifts.
They've linked its adaptable network by making it more easy and
recognizable.
The organization's 'bean to cup' experiment used blockchain technology
to allow customers to verify a code on a sack of espresso to see where
the beans were grown using their phones.
To get back to it's roots, Starbucks allows you to learn about the coffee's
origins while you're drinking it.

18. Insight-driven products
In-store experience
The purchasing proclivities reveal information. Or, as we call it, buying patterns, across a
large number of buyers. Varieties and upgrades from existing goods are suggested based on
this information.
For example, more than 15 years before the current pumpkin-flavored beverages around
Halloween, there was an incredible notion. This has expanded to include a wide range of
pumpkin-flavored products from around the world. As a result, during the autumn months,
there is a massive increase in footfall.
The use of information across channels is the next type. The main reason for this is most
likely the company's 2016 push into the espresso at home market. This was the typical
method of delivering materials to grocery stores so that customers could prepare espresso
at home. It had a good reason to choose which things to focus on for the home consumer
based on in-store data. It might also be used to street test things such as instant espresso in
traditional retailers.
It also included things such as unsweetened versions of common household items. Asking or
recommending with or without milk beverages is one such variation.
Sophisticated
Real estate planning
The CEO discovered in 2008 that there are too many stores. They
also need to close some. The company was sought for using an
investigative technique in deciding where to put its stores.
Craftsmanship and science will aid them in ensuring the store's
success.
Esri was assigned to a location - analytics organizations. To make
use of their invention stage, which analyses guides and retail
locations. Target places were identified using data such as
population density, regular livelihoods, and transportation. They
offer it to residents and businesses alike.
Around 20 experts from around the world serve as guides, and
spatial data aids in the engagement of territorial groupings. They
focus their contributions on the current situation, the plan, and
other issues. As a result, Starbucks can assess the value of a
location. As a result, the feasibility can be determined.
'Deep Brew,' Starbucks' internal AI stage, lies at the heart
of the company's current information system. The
product's capabilities include tracking inventory as it
moves through its locations and, of course, calculating
recharge orders. For store employees who previously
checked everything by hand, this frees up countless
hours. Deep Brew is utilized to anticipate workforce
requirements so that Starbucks can add laborer's as
needed. As a result, planning measures have improved.

19. I conducted my analysis using the topics
discussed in class. To reach to a conclusion, I
referred to the reviews in my observations.
Moment of truth and SERQUAL are some of the
factors I've employed. A few statistics and
figures have been presented in order to provide
a broad overview and knowledge.
ANALYSIS
TARGET - STORE OUTLETS NEAR ME (INDIA)

20. Moment of Truth
"It happens millions of times each week – a
customer receives a drink from a Starbucks barista
– but each interaction is unique."
Along with freshly roasted and brewed high-quality
coffee beans. The atmosphere is created by the company
in accordance with the store's target clientele. The
enticing experiences draw communities together and
bring individuals together to meet and greet.
Certain interviews take place in Starbucks
stores to give the interview.
Ambience,service,experience starts at the begining. It
starts from you entering the store,interacting with the
staff, efficiency of the staff, amiability,after sales
service. These all factor make an experience call the
moment of truth. It decides whether you want to visit
again.

21. Concept of SEQUAL
Tangibility
Reliability
Responsiveness
Assurance
Empathy

22. Empathy: You know you'll be greeted with a smile and a
kind attitude when you go into a Starbucks. On your
birthday you will get a customized beverage for free. If
the drink is not to your preference. They will change it
and accept there mistake.
Brand and Product Consistency: Every Starbucks has
a similar vibe.
Employee Satisfaction and Training: Staff training in
both how to be personable with customers and product
knowledge provides the excellent experience that
Starbucks customers have come to expect. Floaters are
those who are in charge of distracting clients. By taking
their orders, preferences, and rewards, among other
things. To shorten the time a consumer must wait in line.
Tangibles (Ambience)should have a modern service
facility, a wide range of services facility fascination, a
crystal clear uniform of members, and a factor of given
services matching the firm's centre. Starbucks boasts an
amazing coffee-making service, a clean retail
environment, and a quality-control system that can meet
worldwide standards. Starbucks employees are required
to wear cleaning and green aprons. This requirement not
only demonstrates the principle of environmental
conservation and healthy living, but it also satisfies the
criteria of tangibles, requiring the firm to have a visible
uniform of members.
Reliability is defined as the capacity to fulfil a service
commitment in a timely and reliable manner.
The above are the
characteristics used in a
questionnaire to find out the
outcome of the quality of
service provided. Mystery
visits and store managers
might find this extremely
useful. On these five
characteristics of service,
the SERQUAL instrument is
used to collect customer
expectations and perception
scores. The two perception
scores are contrasted to the
two customer expectations
scores.
When the customer
experience is unique,
constructed with special
care for the client or guest,
emotive, and ultimately
memorable, service
excellence blooms.

23. Service Quality
The service quality process is the result of a
company's management's, employees', and
customers' expectations and views.
When those involved in the delivery and consumption
of services have different expectations or
perceptions, there is the possibility of a service quality
gap.
The service gap is the final gap that emerges when
customers' expectations of a service diverge from
their impressions of the service after it has been
consumed.
1.
2.
3.
Knowledge Gap Standards Gap
Delivery Gap
Communication Gap
When management's
impression of what
customers anticipate differs
from what customers
actually expect, a
knowledge gap arises.
The standards gap is a
misalignment between
management's perceptions of
what customers want and
how the service delivery
process is built to meet those
expectations.
When there is a
discrepancy between the
service delivery
specifications and the
actual service delivery, this
is known as the delivery
gap.
The communications gap
develops when there is a
discrepancy between the
service provided and the
service promised to
customers through the
company's external
communications.

24. Zomato
25.4%
TripAdvisor
25.4%
Google
24.9%
Justdial
24.3%
The below chart represents the reviews overall
rating on various sites.
I will summarize the reviews on the basis of the
rating given below.
After reading the reviews I have felt that there
is communication gap when the staff is not
being able to meet the needs of the customer's
We can say there is delivery gap when
customers are asking for takeout but the
delivery is not reaching them in perfect
condition. Reviews on Zomato have been
negative in this aspect.

25. When you go to the website to locate a store. It gives you
several options to choose from and accordingly the store is
shown. 24X7 service, Drive - thru , mobile payment , oven
warmed food, Starbucks reserve and Wi-Fi are indicators to
find a suitable one. This means that not all shops have all the
following amenities. When I tried using these indicators on
my nearby outlet it did not have certain amenities like Wi-Fi.
The majority of the reviews are positive, but some people
have complained that it is overpriced and unworthy of their
money. Some claim the food is mediocre, while others rave
about the food, service, and how much they like spending
time at the café. Several reviewers have stated that the price
should be reduced and that the employees should be more
friendly. The table sizes have been criticized as being too tiny
by some.
There are only a few reviews with poor ratings. I looked for
two stores in the same city. I discovered that many people
have expressed dissatisfaction with the service and quality of
the food and service. When compared to Korum mall, some
think Viviana malls outlet is the best. As a result, there is a
lack of consistency in the delivery of the service. The store's
location is quite important. If it's in a shopping centre like
Korum, it'll be behind Viviana. Then, whatever is served, will
have a greater difference.
The ambiance has always been crucial when it comes to
spending time in the café. Many friends, family members, and
coworkers think it's a great place to stay. Besides home and
work, Starbucks has always aimed to become a third stop in
people's lives.

26. Starbucks expanded to 221 outlets in India in fiscal year 2021. In India,
Tata Consumer Products Limited (formerly Tata Global Beverages
Limited) and Starbucks Coffee Company founded Tata Starbucks Private
Limited, a 50:50 joint venture. The first stores opened in the city of
Mumbai in the financial year 2013. By 2021, the coffee chain would be
available in 18 Indian cities. The 200th store will open in Amritsar in
October 2020.
Globally stores list.

27. Café companies often cannot last long but
Starbucks have retained its name and
standard from a long time now. I am
fascinated by how they can withstand
decades of competition for the same.
This projects main Aim was to understand
through reviews and feedback that
whether there are any service gaps.
Starbucks as a global brand must retain
its consistency in all kinds of stores. I feel
that the target market that Starbucks have
chosen is too small. It would be better to
lower down the costs, and
make students as the target market. As
they always like to meet up and spend
quality time with their friends.
By focusing on quality consistency,
digital solutions, and new opportunities,
Starbucks aims to deliver a premium
experience for customers. They did not,
however, disregard the importance of
strong employee satisfaction in providing
a positive client experience.
Starbucks has become the apple in café. It
is better to retain customers than to look
for new ones. The brand loyalty speaks
for it. Starbucks have strived to connect
with their customers and have employed
AI technology. Taking the right step at
the right time is crucial in business.
Conclusion
SERVICES PLAY AN
INTEGRAL PART IN
THE FACILITATION
OF PRODUCTS.

28. THANK
YOU