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…