Starbucks is one of the most successful coffee companies nowadays. It started with coffee but expanded their product line into food. Today, Starbucks not only sells coffee or food, but also tea, coffee-related accessories and equipment in more than 37 different countries. Starbucks’ goal is to create brand awareness through the “Starbucks experience”. Starbucks does this by providing excellent service to the customer. These customers can truly enjoy their cup of coffee or tea in the Starbuck stores. Starbucks Continue reading The experience of Starbucks customers→
The demands of consumers is changing rapidly and the access to information and communication technologies are transforming the supply chain into a network of partnerships. Nowadays most of the companies innovate due to information of consumers through fashion magazines, fashion shows, blogs, social media and forums. Consumers are constantly talking about the newest fashions and are longing to have the new collection of the fashion designers. However, these products of fashion designers are too expansive for most consumers. Zara is doing it differently. Zara segments its market into a set of customers who share the same or similar set of needs and wants, which are customers who are aware of fashion. Instead of asking consumers what they want, Zara goes to fashion shows or meets with the designers to decide where there is a trend. After identifying a promising fashion, Zara simply goes into action.
Consumer Value Creation 