Starbucks Customer Satisfaction Analysis: Marketing Research Assessment

STARBUCKS CUSTOMER SATISFACTION
ANALYSIS
MARKETING RESEARCH
ASSESSMENT 1: PROBLEM DEFINITION & QUALITATIVE RESEARCH PROPOSAL
STUDENT NAME
STUDENT ID
SUBJECT NAME: UNDERSTANDING MARKETS
SUBJECT ID: MKTG861
DATE DUE
PROFESSOR NAME
1

ABSTRACT
Organizations globally are trying to devise their products as well as services to match
customer expectations and satisfaction levels. Product innovation is a technique that is adopted
by companies in order to please its customers. The scope of the following report analyses
Starbucks customer satisfaction levels in general and post the introduction of Iconic kiwi
flavored drink. A research design and method has been proposed to allow suitable collection of
data from secondary sources. Then subsequent analysis of such data has been conducted to arrive
at findings related to the study. The findings of the study reveals significant levels of customer
satisfaction, however there are delays with services once order is placed and high prices which is
responsible for lower share of market for Starbucks New Zealand.
2

Table of Contents
ABSTRACT....................................................................................................................................2
1.0 INTRODUCTION................................................................................................................4
2.0 PROBLEM DEFINITION.........................................................................................................5
2.1 Research Objectives.............................................................................................................10
2.2 Research Questions..............................................................................................................10
2.0 RESEARCH DESIGN........................................................................................................11
3.0 SECONDARY FINDINGS................................................................................................12
4.0 RESEARCH METHOD.....................................................................................................16
6.0 CONCLUSION........................................................................................................................17
7.0 REFERENCE LISTS...............................................................................................................19
3

1.0 INTRODUCTION
Organizations globally are striving to adopt innovation and other means to achieve customer
satisfaction (Grewal, Chandrashekaran, & Citrin, 2010). Customer satisfaction drives sales and
profitability which in turn is provides companies with growth. Market research methods are
adopted such that customer satisfaction can be attended. Market research methods encompass
diversified means and methods for collecting country wise data and then industry factor data.
Internal capability analysis of the Company also needs to be conducted to understand, the
company’s capability to grow and expand their businesses. The scope of the current analysis
deals with Starbucks coffee shop in New Zealand.
Figure 1: Starbuck's Global Presence
Starbucks Corporation is an American coffee company founded in Seattle, Washington with
currently worldwide operations. Jerry Balswin, Zev Siegl and Gordon Bowker are the founding
members of the coffee store and currently Myron E. Ullman is the Chairman, Mellody hobson is
Vice Chairman and Kevin Johnson is President and CEO for the Company. The Company’s
4