1. Starbucks needs to take into consideration their customers' complaints. Consumer complaints must be handled seriously and most importantly in a sensitive manner. Lorig Charkoudian is obviously not the type of customer who keeps her unsatisfied comments about a company privately. According to the case articles, Lorig has a record of publicizing her personal conflicts with businesses. Her reputation of creating commotion and confronting her problems is beyond the amateur level. On a business level Starbucks obviously needs to comply with Maryland law, that a woman has the right to breastfeed in public, and that customers must look the other way or remove themselves from the premise if it bothers them. By Maryland law a woman breastfeeding is not required to move or be asked to leave the location.
That does not mean that Starbucks must give in to all the demands from the "nurse-in" demonstration done by a group of mothers.
Starbucks needs to revert back to their mission statement as well as reevaluate their target market.
Starbucks Mission Statement:
a. Provide great work environment and treat each other with respect and dignity.
b. Embrace diversity as an essential component in the way we do business
Currently Starbucks has two main types of customers, business professionals ages 23-40 and students ages 16-25. It is true that stay at home moms and their children go to Starbucks but they are not necessarily the true target market. It is important that Starbucks comply with the state laws while publicizing the importance of family health and wellbeing. However, if every complaining customer had their way, all customers would be unsatisfied.
2. Unfortunately companies cannot satisfy or appeal to all customer segments. It is impossible and can result in decrease of market share. To address the breastfeeding issue, Starbucks must...