STARBUCKS : Staying Local

While Going Global Through

Marketing Research
CASE STUDY PRESENTATION

SUBMITTED BY

SHUBHAM KARAD
SHIVANSH KHARE
DEEPAK SONI
MOHAMMAD RASHID
 Q1)Use the internet to identify secondary sources of information
pertaining to coffee consumption in united states

Answer:
 The survey found that 46 per cent of 18- to 24-year-olds reported consuming coffee in
the recent days, which marked a 10 per cent increased from January 2021. In the age
bracket of 25 to 39 years olds, -National coffee Association 2021

 Among coffee drinkers, the average consumption in the United States is 3 cups of
coffee per day. The average coffee cup size is 9 ounces.with the men drinking more
coffee than women per day

 It was further found that 60 per cent of survey takers reported consuming coffee more
than any other beverage. This includes tap water, which saw 47 per cent of survey
takers saying this was the beverage they consumed the most.

• Particularly in the specialty segment, strong growth was seen in the 25- to 39-year-old
age bracket, with 49 per cent saying they had drunk at least one cup of specialty coffee
in the past day.
DATA SOURCE
 Q2)What are consumers looking for in a coffee experience ? How do they
view the Starbucks coffee experience ?how can Starbucks determine
answers to these questions
ANSWER : Coffee consumers are increasingly aware of speciality coffee of Starbucks , Some
other factors that determine customers experience are :-

• QUALITY COFFEE
• LOCATION
• CONNECTION WITH PEOPLE
• CLEANLINESS
• FRIENDLY STAFF
• ATMOSPHHERE OF COFFEE SHOP
• WIFI INTERNET ACCESS FOR COFFEE

STEPS TO DETERMINE ANSWER

• CAN CONDUCT MARKETING RESEARCH

• DEVELOP QUESTIONNAIRES
• TAKING SUGGESTIONS FROM ITS LOCAL EMPOYEES IN DIFFERENT REGIONS,COUNTRIES
 Q3)A survey is to be conducted to determine the image coffee drinkers have
of Starbucks and coffee chains. Which survey method should be used and
why?
ANSWER:
The type of survey to be used in this case is determined by two factors
 one is the consumer satisfaction i.e. how they view the Starbucks brand.
 The second determinant is the competitiveness of Starbucks with other coffeehouses.
Survey method used : longitudinal survey (Descriptive research)
Therefore the type of survey used will have to both quantitative and qualitative in nature.
Firstly a longitudinal survey should be used because it observes the behaviour of
consumers over a long period of time contrary to cross-sectional surveys
The longitudinal survey will be insightful to Starbucks because it will determine the
trend patterns of the consumers and identify what affects these trends. This is important
in identifying the problem issues that is affecting the organizations and what the
competitors are doing that is affecting the trend.
Q4)Starbucks is thinking of introducing a new gourmet coffee with a strong
aroma .Can the observation method be used to determine the consumer
reaction to this coffee prior to national introduction ?If so , which
observation method should be used ?

Starbucks coffee should use personal observation method prior to

national introduction. A skilled viewer records the reaction of those
customers who order the new variety of coffee drink . Consumers as
humans react to extra attention or the presence of another person and
therefore , behave differently in a social group , so they will react
differently on national introduction.

Moreover ,the observation exercise needs to be disguised so that people

don’t know what is being studied and don’t adopt their responses ,
reacting as they would under normal conditions , on being presented the
coffee. This is why Starbucks should use personal observation method
before national introduction