The ways to implement the recommendation. Introduction: SB started as a local coffee bean retailer and has now grown into the largest coffeehouse company with its outlets spread all over the world in various countries. It has now added other delicacies like pastries, sandwiches to its menu and has been serving the customers with some best hot and cold coffees. One of its brands, Frappuccino suffered due to recession but then contributed between 15-20% in the total turnover of the company. It is a registered trademark of SB. It has been thinking of various strategies to extend this brand and some other plans are also in work. It is exploring the feasibility of offering customized Frappuccino options to its customers but then it would lead to longer queues and frustration among customers since Frappuccino has a longer preparation process. SB should currently focus on what they have been serving till now and should search for ideas that would in some way make the idea of customized Frappuccino feasible. They should think of ways to shorten the waiting time so that customers can be offered with customization option without them having to wait in long queues and hence, customer satisfaction can be achieved.

MARKETING:REAL PEOPLE,REAL CHOICES

10th Edition

ISBN: 9780135199893

Author: Solomon

Publisher: RENT PEARS

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Purchase Process

Purchasing refers to the act of procurement of products or services from a market of resources. The procedures used to accomplish the acquisition of the requisite resources are referred to as the purchasing process. Consumer behavior, customer strategy, …

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Chapter 6, Problem 52C

Chapter 6, Problem 54C

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Solution Summary: The author opines that SB should focus on what they have been serving and search for ways to shorten the waiting time so that customers can be offered customization options without waiting in long queues.

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