Starbucks Market Research

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2.1Background research Starbuck has entered the coffee market in Malaysia which has gained some market share in the market. In the culture of Malaysia, the people always prefer instant coffee brand with Nestle and others brand. Starbuck has offered the premium coffee to the market that has popular in Malaysia. In Malaysia, Starbucks Coffee company has joint with the Berjaya Group Berhad that has operated by Berjaya Starbucks Coffee Company Sdn Bhd and it has expand more than 140 outlets in January 2012(Starbucks, 2014). In the research, we have chosen Malaysia specific branches of Starbucks PLUS Drive-Thru in Kajang. The address is Stesen Minyak Petronas, KM 305 Plus ARAH Selatan, Mukim Kajang, Daerah Hulu Langat, 43300 Serdang, Selangor. …show more content…

2.2SWOT Analysis 2.2.1Strength Starbuck is a market leader in Malaysia and built the brand image in the market that can expand the product extension by offer some lunch and dinner meal to target more customers in the market. In the other hands, employee trained by the Starbuck that has helped Starbucks to create a good image in the market (Starbuck, 2014). Starbucks also maintain a good relationship with the supplier to ensure the quality of raw material with provided the suitable environment of its outlet interior design. 2.2.2Weakness Consumer is elastic about the price, Starbuck has offer the concept of premium coffee that has set with a high price and it was difficult to attract customer with their higher price of the product. Besides that, Starbuck has difficult to serve the customer with Malaysia culture and the famous domestic company OLD TOWN which is a restaurant that serve with customer in Malaysia culture food and drinks of coffee with the reasonable price that can compete with Starbucks. In the others hand, Starbuck also lack of experience in distribution channel with its instant coffee bean only offer in the outlets. …show more content…

The objective of advertising is the goal of advertising is to increase customer attention and deliver the updated information to customer of Starbucks and its coffee product from 15 to 20 percent within 12 months. Starbucks are less using advertising on TV commercial, radio or newspaper to create customer attention and it was influence consumer lack of information about the company and product such as majority of the people unknown Starbucks has Drive -Thru service or where is the location of Drive-Thru service. In order to increase the customer attention, advertising objective has been set to achieve it in the

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