Market Research, Product, Promotion, Place, Price, Marketing Mix: Overall Recommendation

Starbucks

Contents
MARKET RESEARCH......................................................................................................................3
Introduction to market research.........................................................................................................3
Market research process....................................................................................................................3
Questionnaire design.........................................................................................................................3
REFERENCES....................................................................................................................................5
Introduction to product......................................................................................................................6
Application to Starbucks....................................................................................................................6
REFERENCES....................................................................................................................................7
PROMOTION.....................................................................................................................................8
Introduction to promotion..................................................................................................................8
Application to Starbucks....................................................................................................................8
REFERENCES....................................................................................................................................8
PLACE.................................................................................................................................................9
Introduction to Place..........................................................................................................................9
Application to Starbucks....................................................................................................................9
REFERENCES....................................................................................................................................9
PRICE................................................................................................................................................10
Introduction to Price........................................................................................................................10
Application to Starbucks..................................................................................................................10
REFERENCES..................................................................................................................................10
MARKETING MIX: OVERALL RECOMMENDATION............................................................11
Introduction to Marketing Mix........................................................................................................11
Application to Starbucks..................................................................................................................11
REFERENCES..................................................................................................................................12
CRITICAL SELF-REFLECTION...................................................................................................13

MARKET RESEARCH
Introduction to market research
Market research is a study of organisation’s customer, their rivals and marketing
campaign effectiveness (Susanty and Kenny, 2015). Although market research is vital to a
small and large scale business, it is also useful to raise profits for the existing and new
companies. Now a days, each and every organisation implement this process before offering
their services in the target market.
Market research process
The process of market research is define as a systematic approach which designed to
inform business decisions (Taecharungroj, 2017). The process of the research includes
analysis, assessing, finding and reviewing the knowledge in order to support your research
question for generating and sharing business ideas. The process of research can be broken
down into seven phases that making it easier to understand and more manageable.
Figure 1: The Market Research Process: 6 Steps to Success. 2020
Questionnaire design
Questionnaire is a structured technique of gathering a data which consisting a set of
questions that the respondents need to answer in order to describe their views, opinion,
knowledge and actions towards the research topic. In this report, this questionnaire is used to
analyse opinion towards the services of Starbuck as well as their views upon organisation’s
desire to open a new store in Southampton.
Questionnaire of Starbucks

Q1. Do you think that Starbucks should open a new outlet in Southampton?
a) Yes
b) No
Q2. At what location company should open their store?
a) In food court of a Shopping Mall
b) Near SeaCity Museum
c) Outskirt of city
Q3 How often you visit Starbucks?
a) Daily
b) At least four times in a week
c) Twice a week
d) Never been to Starbucks
Q4. What do you like most at Starbucks?
a) Food & drinks
b) Ambience
c) Atmosphere of outlet
Q5 What is your favourite food item at Starbucks that you would like to have at new
store?
a) Brewed Coffee
b) Espresso drinks
c) All day breakfast roll
d) Something else
Q6 What kind of improvement would you like to see in new outlet of Starbucks?
a) Better quality of drinks
b) Better quality of food items
c) Improved Ambience
Q7 How much time (on an average) do you have to wait for you order?
a) At least 10 mins
b) 10-20 mins
c) more than 30 mins
Q8 Who, according to you, is better than Starbucks?
a) Costa Coffee
b) Caffe Nero
c) None of the above