Research Proposal Presentation (3)

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Humber College *

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5401-2

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Marketing

Date

Jan 9, 2024

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pdf

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C L I E N T - S T A R B U C K S G R O U P 1 9 - • N I S H I K A D H I N G R A • M A S O O M G E H L O T • I S H A N S A L I A N • S O M Y A S A L U J A • J A T I N K U M A R • S A N J E E V S T E V E This Photo by Unknown author is licensed under CC BY-SA. RESEARCH PROPOSAL PRESENTATION

BACKGROUND AND PROBLEMS OF STARBUCKS CANADA Starbucks is an American multi-national chain of coffee houses headquartered in Seattle. It was introduced in Canada on March 1, 1987, with its first Canadian store in Vancouver, British Columbia. By the year 2021, over 300 outlets were shut in Canada as a part of their ‘transformation strategy’. According to the company spokesperson, they shut the stores due to change in consumer preference and behavior. Through this research project, we aim to understand the various reasons for this change and provide solutions on how they might be able to increase their sales.

SWOT Analysis This Photo by Unknown author is licensed under CC BY-SA. STRENGTHS- - Efficient distribution network - Accessibility due to high number of outlets in North America - Brand Reputation WEAKNESSES- - Region specific menu options not available - More expensive than competing coffeehouses. -Allegations of unethical coffee sourcing practices and slave labor OPPORTUNITIES- - Expand to more countries internationally - Introduce special diet menu offering vegan, gluten free and healthy food and beverages - becoming sustainable would be good for the environment and give it a competitive edge THREATS- - Competing coffeehouses which are more popular, especially Tim Hortons in Canada. - In case of recession, might face significant loss - Changes in consumer preference or habit.

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Client- STARBUCKS CANADA Research Objectives- - Understand consumer preferences and perception - Determine the customer expectations in terms of the service offered - Is there a need for more options in the menu- local, healthy, vegan etc. - Market Expansion- Research in potential markets to expand further - Competitive Analysis This Photo by Unknown author is licensed under CC BY-SA .

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