Chapter 14 - Marketing Channels and Retailing

      Time utility means the increase in customer satisfaction gained by making a good or service available at the appropriate time.

        Starbucks put a lot efforts in customer service. They set their stores in very convenience place, you don’t need to cross 10 street to just grab a coffee. Starbucks provide people a clean and comfortable place to rest, work, study, chat with friends or just enjoy one’s free time. They provide free WIFI network, music in air. 

         In rush hours, such as in the morning, there will be someone come up to you to take your order while you are in the line, this will save customer’s time. Customers don’t need to wait in a long line and order their drinks until you move up to the cashier. Your coffee will be prepared while you waiting in the line move up to the cashier. 

         The baristas of Starbucks have very good attitude. If they make wrong drinks, they will apologize and remake it for customers immediately. Sometimes they will make you the drink you want and ask if you also want the wrong one. If the answer is Yes, they will give it to you for free. If they notice that a customer wait there for a long time (about 5-10 minutes), they will ask what you are waiting for and make it for you right away. Usually they will upgrade the drink, like if you order a grande drink, they will give you a venti one instead as their apology. 

Multiple Distribution

           Starbucks have multiple channels to distribute their products to their customer. They have their own store to sell coffee, coffee beans and other products. They also have bottle coffees to sell in supermarkets, Costco and some restaurants.

 Nonstore retailing

Starbucks Online Store

          Starbucks have their own online store to sell products that people can make Starbucks’ coffee at home by themselves.