Starbucks' Market Research Implementation Plan

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Market Research Implementation Plan Former Starbucks Executive Scott Bedbury once said “Brands need to communicate that they are along for the ride. They are made of flesh and emotion. That they are made possible by people” (10 Quotes from Starbucks Executives, 2010, para. 6). Starbucks’ beliefs in customer service, community solitude, and a strong business core stretch far behind just a belief in a quality caffeinated product. “We make sure everything we do honors that connection – from our commitment to the highest quality coffee in the world, to the way we engage with our customers and communities to do business responsibly” (About Us, 2011, para. 4). Thus, this commitment is the motivation behind Marketing Team A’s proposed “Coffee of the Month” Program. With a down economy, the challenge for any business is to reach current and potential consumers. The motivation behind Starbucks’ “Coffee of the Month” Program is to offer a premium product, for a special discounted rate, each month to give back to our loyal customers plus attract potential coffee drinkers to our establishment. However, to implement this program, market research is needed to evaluate the program’s general effectiveness and return on investment. For this next section in our marketing plan, Marketing Team A looks at available secondary research, including accessible Internet studies. Additionally, our marketing team looks to utilize two decided upon marketing tools: customer research panels and data mining. With these tools, our team aims to develop survey instruments, along with sampling procedures, based on these selected research tools. With this next step in implementing our team’s research plan, Team A moves one step closer to taking our “Coff... ... middle of paper ... ...ort/specialty_coffee.htm. Entrepreneur Media. (2012). Retrieved from http://www.entrepreneur.com/encyclopedia/term/82616.html. Hearst Communications. (2012). Retrieved from http://smallbusiness.com/sarbucks-target-audience-10553.html. High Beam Business. (2012). Retrieved from http://business.highbeam.com/. Horovitz, B. (2007). Retrieved from http://abcnews.go.com/Business/story?id=3663499. Jennings, L. (2008). Study: Coffee fans want Starbucks to cut prices; rivals lose fewer guests. Nation's Restaurant News, 42(41), 1., MasterFILE Premier, EBSCO host Scribd. (2012). Retrieved from http://ww.scribd.com/doc/9683015/Starbucks-Campaign-Market-Analysis. Starbucks. About Us. (2011). Retrieved from http://www.starbucks.com/about-us The Likert Scales. (2012). Retrieved from www.hkadesigns.co.uk Wisco Survey Power. (2012). Retrieved from www.wiscosurvey.com.

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