Starbucks Market Research

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Final presentation for my Introduction to Marketing class as a freshman at Xavier University. In it, my partner and I apply the following concepts to Starbucks: the 4 Ps of Marketing, competitive analysis, and target market analysis. On the last slide, we make recommendations based on our research that we think could help improve Starbucks's business.

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Starbucks Market Research

  1. 1. Starbucks A Ready To Brew Market Research Report By Baristas: Hoang Huy Le & Katrina D’Esopo
  2. 2. The Mission Statement Our mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time .
  3. 3. $42.95
  4. 4. 1lb Whole Bean House Blend $13 Lower:$9.95 $5.50 Higher:$7.99 $8 Higher:$11.95
  5. 5. What is Starbuck's Market Share? 29%
  6. 6. 20 oz Mocha Coffee with whipped Cream $3.50 Higher:$4.40 $2 Higher:$2.24 $4.75 Lower:$4.25
  7. 7. Product Positioning Quality High Peet’s Coffee & Tea Starbucks Dunkin Donuts Price Low High Low
  8. 8. The Anatomy of the Core Customer Age 18-34 Much disposable income Likes different cultures Active in the community Values their health Heavy Internet user
  9. 9. Product: Packages From All Over China Kenya Mexico Various Latin American Countries
  10. 10. Product: Starbucks Cafe Nutrition Facts  Calories: (foods) under 350 (drinks) under 200  Fat: (foods 10g or less”  Ingredients: hold the high fructose corn syrup & preservatives
  11. 11. Products: Starbucks Cafe  Closer to homemade foods Ingredients: bananas, wheat flour enriched (wheat flour, niacin, reduced iron, thiamine mononitrate, riboflavin, folic acid), sugar, soybean oil, walnuts, egg, cultured buttermilk, baking soda, natural flavors, salt.
  12. 12. Place  Cities  Shopping Malls  Book stores  International Stores http://www.starbucks.com/co ffeehouse/store-design/palacehotel
  13. 13. Promotion  Social media  Iphone: My Starbucks App  Store locations  Nutrition info  Drink ideas  Use as My Starbucks Card
  14. 14. Promotion: Starbucks Red/ Global Fund AIDS Help/ Awareness http://www.joinred.com/red /
  15. 15. Threats Recession Smoothie Shops Perception of Environmental irresponsibility Fast Food Restaurants’ Coffee
  16. 16. Key Recommendations U.S: Rebrand as breakfast place International: new locations Coffees with vitamins added; coffee- smoothie blends; expand on tea Smoothie Shops trend Recession Use local products Market Research Fast Food Restaurants’ Coffee Perception of Environmental irresponsibility

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