Starbucks Marketing Mix
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Assignment No.1(Individual)
Capital University of Economics and Business
BTEC center
Unit Name: Quantitative Techniques for Business
Unit Code: 20746P
Unit level: H1
Unit Tutor: Lili Kang
Student Name: Lan Ma
Date of issue: Sep 3rd, 2007
Date of submission: Sep 25th, 2007
Content:
Abstract
Introduction
Data description
Result
Reason for the investigation result
Conclusion
Reference
Questionnaire
Abstract
This paper aimed to investigate customerЎЇs reaction for Starbucks CoffeeЎЇs reform.
Recently, to be a company which has huge brand loyalty, Starbucks Coffee in China (SCC) held a large-scale reform to reduce the cost, rising the merchandise price. And itЎЇs object is to expand itЎЇs large scale cautiously. (
Through an investigation which visit 120customers in the ÐŽ®ÐŽ®Starbucks Coffee of Top Electronics City ЎЇЎЇ during 3 hours. We found that this great reform didnЎЇt reduce its brand loyalty. In fact, it will get success of launching more stores in china.
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Literature review
We find the literature review from>.
ÐŽoCost control and better service can let customer gain more interests, increasing the satisfaction of customer, and the company can achieve more profit at last.ÐŽ±
Introduction
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Company Name:
Starbucks Coffee
In 1971, Starbucks Coffee opened its first store in SeattleЎЇs Pike Place Public Market. (
Since then, Starbucks Coffee has been held six successful reforms. It became the coffeeЎЇs pronoun and achieved the highest state of brand (Yi Xing, 2007,ÐŽ±Expansion in China of StarbucksÐŽ±
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Background
4.28 of this year, Starbucks Coffee in china (SCC) started a large-scale reform. Risen 15% merchandise price and changed most part of suppliers to reduce cost. (Shu ming Zhou, 2007, ÐŽoStarbucks CoffeeЎЇs reform on 4.28ÐŽ±
The company spokesman expressed rising merchandise price was just willing to readjust price become one accord in China. (Xi Wang, 2007, ÐŽoStarbucks Coffee reformЎЇs on 4.28.2007ÐŽ±newspaper of ÐŽoThe Economic ObserveÐŽ±) But some economists think large scale expansion is a reason for reducing the cost. ( Jian xing You, 1987,ÐŽoOutline of business administrationÐŽ± 195 page)
Starbucks Coffee symbolizes the identity. To be a company which sells temperament, this reform may lose SCCЎЇs well brand effect. ItЎЇs a disadvantage to SCCЎЇs development in China. So we start doing a investigation to prove our surmise.
Data description
In our paper, two kinds of data appeared.
1. Primary Data
By visiting 120 customers in the ÐŽ®ÐŽ®Starbucks Coffee of Top Electronics City ЎЇЎЇ, we gain a primary data which from studentÐŽÑžperson returned overseasÐŽÑžforeignerÐŽÑžand white-collar .itЎЇs a cluster sampling, and without replacement. So there are many limitations or constraints in our data.
To research the satisfaction of customer in SCC after the reform, in this data, we asked customers to evaluate them satisfaction extent from 0 marks to 100 marks. The following is a rough explain, says how marks stands for the customerЎЇs satisfaction extent.
0-20 20-40 40-60 60-80 80-90 90-100
Extremely A little Satisfaction Extremely
dissatisfaction
dissatisfaction satisfaction
2. Secondary Data
From the SCC, we get two orderly data. One is the investigationЎЇs result