Title: Environmental analysis as a means to customer satisfaction: the case of Starbucks in Cyprus

Authors: Demetris Vrontis, Harry Kogetsidis

Addresses: School of Business, University of Nicosia, 46 Makedonitissas Ave., P.O. Box 24005, 1700 Nicosia, Cyprus. ' School of Business, University of Nicosia, 46 Makedonitissas Ave., P.O. Box 24005, 1700 Nicosia, Cyprus

Abstract: Customer satisfaction is the extent to which a product|s perceived performance matches buyers| expectations. The key to successful and profitable business rests with identifying the needs and wants of the customer and providing goods and services to satisfy these needs and wants. This paper examines how environmental analysis can help Starbucks, the leading specialty coffee brand and retailer in the world, to achieve customer satisfaction in its recently targeted market of Cyprus. The paper concludes that the company should pay particular attention to its customers| cultural preferences and should offer the host market not just coffee but a real coffee experience.

Keywords: customer satisfaction; food industry; marketing planning; situation analysis; Starbucks; Cyprus; environmental analysis; coffee retailing; culture; cultural preferences.

DOI: 10.1504/JIBED.2008.019156

Journal for International Business and Entrepreneurship Development, 2008 Vol.3 No.3/4, pp.188 - 204

Published online: 30 Jun 2008 *

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