The solution is that Starbucks should raise the standards of its service by employing a quality-assurance team which would oversee that quality standards are not compromised. The aim of Starbucks should not only be of providing coffee to its customers but it should work to provide a relaxing atmosphere and enriching experience to them. Starbucks needs to turn into a place which can cater to the needs of people who wish to relax, socialize with other people or just enjoy themselves. The team that is assigned the job of improving quality standards must ensure that the retail shops are providing the desired experience to the people and catering to their demands.

One of the problems faced by Starbucks is that due to continued expansion and growth it needs to find locations such as to generate 20 to 40 stores per month?

Starbucks can cope with the problem by hiring real estate managers who can identify the most ideal locations to set up retail stores. . The target of the managers should be to find the locations that can generate maximum profit for Starbucks by taking into consideration issues such as corners, parking lots,etc. The managers can be paid a fixed amount of commission by Starbucks to cultivate a good relationship with them.

Another area of concern for starbucks is to concretely define its brand image and to develop its brand beyond the preferred outlet from which to purchase coffee to becoming the preferred consumer brand.They need to improve their brand recognition in local markets as well to compete with competitors such as second cup and in Canada and Seattle’s Best cup.

This can be achieved through leveraging the brand and through more effective advertisement and promotional campaigns. . Besides advertising in newspapers or magazines Starbucks could start running TV ads for new products and internet advertising should be increased