To: Gary Lance, Senior Director; David Erne, Senior Associate
From: Yu-Ting Yen, consultant
Date: November 7, 2012
Subj: Suggestions for breast feeding crisis
Starbucks has grown rapidly in recent years and its outstanding performance has impressed everyone. People who come Starbucks do so not only for coffee or food, but also for its surroundings and atmosphere. You created an unprecedented idea that there is another place, outside of office and home, where people can relax and enjoy a cup of coffee. Starbucks has already successfully conveyed this idea to its customers which is how you were able to build your reputation at such a fast pace.
However, Starbucks ...view middle of the document...
I have come out with some recommendations that you can take into account:
(1) Press release: Starbucks needs to have a press release at this moment because it is the fastest and the most effective way to convey our massage to public. Besides, females are also one of our target customers so we need to express our apologies, especially to them, within the press release. You also made a mistake when you first time apologized to public, in which you said Starbucks will apply the policy to only Maryland’s partners. However, in order to comfort public, you need to tell people that Starbucks will apply this policy to all our stores across US thus you can diminish people’s anger as soon as possible.
(2) Online video: Internet is a good channel to release your apology and it does not cost a lot of money. you can request that the CEO record a video, which can be put on your website, to admit that Starbucks made a mistake and will try to fix it as best as we can. you can also provide a discount to mothers who bring their children to store. With this promotion, Starbucks can not only show its sincerity, but also increase revenue.
(3) On site apology: You can invite Lorig Charkoudian to Starbucks’ store where this issue began and apologize to her, once again, in front of media to show that Mrs. Charkoudian has already forgiven Starbucks; people will notice that Starbucks has already changed. Some mothers might not want to breastfeed in public; therefore, at the same time, you can also announce that Starbucks will reserve some space in every...