Essay on Starbucks' Market Research Implementation Plan

20 million Americans drank gourmet coffee daily in 2003. As a result of this amount of coffee lovers that can’t start their day without coffee, Keurig. Inc had the idea that they should be able to brew their own perfect cup of coffee any time they need. People started paying $1.50 or more for a cup of gourmet coffee at coffee shops like Starbucks. This gave Keurig. Inc the idea of offering coffees in a single-cup proportion size to offices. After the placement of Keurig brewers, gourmet coffee sales increased by 40% in the U.S at-home coffee market. According to that big percent Keurig management wanted to develop an at-home single cup coffee brewer for coffee lovers. Keurig Inc. targets customers

Coffee beverages are extremely popular in the United States, as they represent 75% of all caffeinated beverages consumed in the United States (Reynolds, 2014). Coffee shops make up the fastest growing restaurant business in the United States (Reynolds, 2014). VR Coffee Café first year of sales is expected to be $850,000. We expect year two sales to increase 17.65% to $1,000,000 and year three to increase 20% to $1,200,000. We fully expect this large increase in sales because of two main reasons. First, we expect that our coffee shop will become increasingly popular in our community, due to word of mouth, increased store recognition, and increased store rating and positive feedback on social media apps like Yelp

Study shows that U.S. per capita coffee consumption has not really varied in over 15 years. Although the consumer has since evolved from regular brewed coffee to a more sophisticated gourmet brew, the overall intake for coffee has relatively remained the same based on the Gallup polls. (Brown, 2015) The Starbucks Company has managed to change the pallet of the consumer by the type of coffee they distribute. Companies like Dairy Queen, McDonalds, and Dunkin Donuts have had a complete coffee menu makeover in hopes to keep pace and their customer base. (Cowan, 2014) (Company Profile, 2015) Since 2003 there has been a noted growth of coffee import to the United States (U.S.), regions such as New York, Miami, New Orleans, Houston, and San Francisco have become major ports on handling imported coffee. The United States have increased their secondary countries in Latin and Central America in order to meet the demands of coffee beans here in the U.S. (Plume, 2003)

Starbucks has many stakeholders who are interested in the business’ success and failure, as they can be positively or negatively affected by the business. One of Starbucks’ main stakeholders is its consumers, this because consumers are the company's most influential stakeholder group and that Starbucks should listen to, to make the business successful. There are many types of consumers, therefore Starbucks should be aware of this and meet their consumer's needs and desires. Starbucks welcomes all type of people to their stores this is shown through Starbucks’ values which is to “create a culture of warmth and belonging, where everyone is welcome”. This emphasises that Starbucks knows that their consumers are an essential part of their business and believe it is important to please their consumers as they can have an influence on Starbuck’s activities. For that reason, Starbucks welcomes anyone to their business and makes them feel comfortable and also part of the business. Furthermore, if Starbucks didn’t have consumers the business wouldn’t survive, as they would have no-one to sell their products to. This means that it is important that Starbucks listens to their consumers but primarily pleases them with reasonable prices, a wide product range, and also easy access. However, there could be a conflict between consumers and Starbucks if the consumers are not satisfied with the product or services they have received which may lead to the failure of the business.

Starbucks advertises two essential mission statements. First and foremost, it strives to “establish [ourselves] as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while [we] grow(s).” (Starbucks) Reflective of its mission, Starbucks bases its strategic campaign and communications on six indispensable philosophies; structuring a pleasant work environment in which employees are treated with “respect and dignity,” incorporating diversity in all business aspects, purchasing, roasting and delivering fresh coffee, retaining satisfied customers, giving back to the community and environment, and developing

Starbucks kicked off the new year with the launch of it’s first-ever line of VIA lattes. Starbucks introduced a new Caramel Flan latte and a fresh line of Starbucks VIA Ready Brew lattes that are now available in Starbucks stores throughout the United States and Canada. Simply add water to Starbucks' new VIA Vanilla Latte and Caffe Mocha Latte packs and voila -- instant gratification. Perhaps more important, these new products underscore the wild success Starbucks has achieved with it’s VIA format. With it’s VIA, K-Cups, and Verismo platforms, Starbucks has a stronghold on the $8 billion-and-growing single-serve coffee category these days. Moreover, the company should gain even more market share in this space as it rolls out new products to complement its recent line of VIA lattes. As it stands, Starbucks is nearing $300 million in sales from it’s VIA format. That's a 200% rise in sales from four years ago (Walsh, 2014).

Starbucks’ lead in the specialty coffee industry exemplifies the result of deftly executing a well-planned business strategy. Moreover, Starbucks is well positioned for what is expected to be a continuing rise in the popularity of specialty coffee products. The question before Starbucks’ leadership, however, is what avenues will lead to Starbucks’ goal of remaining true to its core, the highest quality coffee products while providing a “total coffee experience” for its customers?

In general the coffeehouse industry in the United States was experiencing an increase in coffee consumption per capita due to the “Starbucks effect”. At this time Starbucks was operating approximately 20,000 stores in the United States and was living a fast expansion strategy worldwide.

Starbucks is one of the top contenders in the coffee industry and their income statement will provide potential investors with a strong perspective and understanding into the company’s earnings over time. According to Morningstar, Starbucks Corporation’s (SBUX) revenues have consistently grown from $10,707 million USD in 2010 to $16,448 million USD in 2014, while its competitor, Dunkin Doughnuts had a revenue of $577 million in 2010 and $749 million in 2014. These statistics definitely reveal that Starbucks generates a substantially larger volume of revenue than Dunkin Doughnuts. Starbucks’s revenue over the five-year period indicates the company has strong brand recognition with consumers for its high-quality products and attracts a high-income customer base. Additionally, Starbucks rapid pace of growth domestically and internationally has created a large target market, which positively influenced revenues. Furthermore, the introduction of Starbucks and Tazo brand single serve K-cup packs into grocery stores and other retail stores has significantly increased Starbucks revenue. Even during the economic financial crisis in the United States, Starbucks revenue continued on an upward trend. Starbucks gross profit showed a continuous rise between the years of 2010 to 2014 just like their competitor, Dunkin Doughnuts. Both companies had positive increases in profits over the last five years, however; Starbucks seems relatively more financially stable and a

As Mr. Todd Coffee requested, I will state the history of Starbucks logo, the potential risk of logo redesign, and other branding successes and failures in detail through this summary report. To be more acceptable and popular, Starbucks has redesigned its logo five times since original image. To be more beneficial, the branding team of Starbucks plans to explore another logo update soon. Hence, I offer this report to help them to know the detailed information about logo redesign and to make the final decision on whether or not Starbucks should update its logo again.

Our coffee has always been, and will always be, about quality. Our employees are called partners, because it is not just a job, it is our passion. We treat each other with dignity, and respect, and hold each other to the same high standards. We connect with our customers; we laugh with, and bring a smile to their life. Making the perfect cup of coffee is one part of our role, connecting with them on a personal level is the other part. In each community we serve, Starbucks takes pride in being a part of the

The situation today is continuing to get more and more challenging. Many of the core customers Starbucks relied on so much as it was growing are now becoming more and more cynical with the brand image and reputation. To these local coffee shop goers, the

As Mr. Todd Coffee requested, I will state the history of the Starbucks logo, the potential risk of logo redesign, and other branding successes and failures in detail through this summary report. To be more acceptable and popular, Starbucks has redesigned its logo five times since original image. To be more beneficial, the branding team of Starbucks plans to explore another logo update soon. Hence, I offer this report to help them to know the detailed information about logo redesign and to make the final decision on whether or not Starbucks should update its logo again.

can order and pay for their drinks in a flash while stacking up rewards for each purchase made. This Strategy has significantly drawn people to Starbucks due to its highly anticipated services, products, and marketing strategies that differ from most fast food restaurants. The next service is the Starbucks webpage where the customers can go onto the site and view product and also make purchases. This service is quite excellent for those that want to checkout items online through the site, because it incorporates a similar process as the application on your smartphone. Starbucks also incorporates equipment and drinkware to their massive line of products. First their Drinkware consists of cups and mugs that are affordable to the customers. These cups come in many colors and aesthetic values, which make people interested in purchasing. Starbucks had the right idea when they decided to manufacture these cups out to their customers because not only were they a huge success for the business, but it also made Starbucks distribute more merchandise. Cold cups, which were from stainless steel containers. These containers made a rise once the popularity rose for other merchandise. These containers were sold very often to customers and once again made a surprise since it was from the same line of cups and mugs category. As more popularity grew in their products so did the equipment used to make customers coffee. First Starbucks decided to manufacture coffee makers, presses, and expresso

The corporation implements the most recent technology, such as coupon downloads, click to call features in its applications, QR codes and virtual gift cards to raise itself as a business leader, all while capitalizing on the conventional technology of the store locators. With all of these digital workings, many are starting to suppose of Starbucks as a technology corporation rather than just a coffee spot. It’s no revelation, according to a British Insider that Starbucks was named Mobile Marketer of the Year two times in the previous three years and that its recompense volume has seen a seventy three percent increase year-over-year. The beverage giant always uses mobile phone strategies to endorse new product launches, services and celebration deals so as to drive product responsiveness and in-store traffic (SchouLtz,