스타벅스 마케팅조사프로세스 영문자료

Marketing Research processabout Starbucks contents Symptom Detection Analysis of The Situation Problem Definition Statement of Research Objections 1. Symptom Detection Since 1990’s Starbucks has leaded growth constantly, but it has faced a crisis in 2000’s 2. Analysis of the situation Starbucks growth rate has been decreasing Since 2000’s. Customer’s satisfaction fell off. 3. Problem definition In 90’s starbucks marketing emotional marketing : comfortable atmosphere, friendly service, The highest quality coffee bean In 2000’s starbucks marketing To start to have lots of store To replace their barista for coffee machines Less than give the friendly marketing 4.Statement of Research Objectives The result of customer survey - Real needs is friendly service New objectives -Go back to basic ! ex) The training for the employees To get rid of huge machines (for eye contact) Thank you~!!