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Market Research Implementation Plan: Starbucks

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Hello. I need help with the following:

**The selected organization is STARBUCKS.

My scenario: I am focusing on competing coffee companies and what attracts people to those other companies. Starbucks needs to meet the needs and demands of those consumers, whatever that may be. I see this leaning more towards price because Starbucks is a highly priced company for coffee.

*Based on Starbucks, describe their importance to the organization in the selected scenario.

-Please use and provide all necessary references.

Thanks!

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Solution Summary

I am focusing on competing coffee companies and what attracts people to those other companies. Starbucks needs to meet the needs and demands of those consumers, whatever that may be. I see this leaning more towards price because Starbucks is a highly priced company for coffee.

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It is extremely important for Starbucks to understand the needs, tastes, preferences, purchase and decision making criteria and perception/towards Starbucks brand to ensure that it ca justify its premium pricing by clearly highlighting the "value proposition" and Unique Selling Proposition to its target customers. In other words, Starbucks, being a leader in the premium coffee retailing segment, need to have a ...

Solution provided by:
Sheetal Jain, PGDM
Education
  • BComm, University of Delhi
  • Post Graduate Diploma in Management (Equivalent to MBA), All India Management Association
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