Marketing Research

BACKGROUND

Please visit https://www.starbucks.com to learn more about the Starbucks brand.
Pretend that Starbucks has contacted you, an aspiring marketing researcher, to oversee their global marketing research efforts. The marketing research will be used by Starbucks to develop a strategic marketing plan for the Starbucks brand for the year 2025. Therefore, they need good data and useful information for making informed decisions about the future of the brand. The next five years are crucial for the Starbucks brand as competitors emerge. Starbucks challenge is to retain current customers, attract new ones, enhance Starbucks services, develop a signature experiential aspect to Starbucks, and extend the brand into new areas. Overall, their goal is to continue to build the brand equity of Starbucks. However, as noted, they need to conduct extensive marketing research before making key strategic marketing decisions.
INSTRUCTIONS

In your analysis, please address the following:

1.In your opinion, what is Starbucks marketing strategy in 2025? More specifically, please discuss you opinion on the following as they strategize towards 2025: 1) product strategy, 2) pricing strategy, 3) communication strategy, and 4) distribution strategy.

2.Pretend that you developed a 15-20 item survey instrument that can be used to potentially assess how they should move forward with their: 1) products, 2) pricing, 3) communication, and 4) distribution. What method of administration do you recommend, and why?

3.Describe the sampling technique you recommend for Question #2. Also, discuss why you selected this technique.

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