Case Study代寫
An Exploratory Study on the Experience Marketing of Starbucks from Consumer Perspective
Table of Contents
1. Introduction.. 2
1.1 Aims and Objectives. 2
1.2 Background information of Starbucks. 3
2. Report detail 4
2.1 Consider primary, secondary and tertiary research. 4
2.2 SWOT Analysis of Starbucks. 4
2.3 PEST Analysis. 6
2.3 Research methodology. 7
3. Conclusion and recommendations. 8
3.1 Summary of data gathered. 8
3.2 Reiterate your organisations choices in relation to data and theorists work 9
4. Recommendations. 10
Reference. 10
Appendix. 11
 

1. Introduction
1.1 Aims and Objectives
In 21st century, experience marketing has drawn a lot of attention and developed rapidly. Some people even believe it would be the mainstream of marketing model in the future. Starbucks as a successful example in experience marketing always serves as an important research object. At present, ………… of experience demand. Therefore, the author designs a qualitative research that looks into the experience marketing of Starbucks from consumer’s perspective.
 

This report specifies how the author will adopt a qualitative research to understand consumers’ views on Starbuck’s experience marketing. 6 consumers in 3 Starbucks coffee houses are selected to participate in semi-structured interviews. All collected data will be recorded and sort out in a unified format. SPSS program will also be used for a descriptive analyzed. Schmitt’s (1999) Strategic Experience Modules (SEMs) will be applied as the major theoretical framework for this study.
 

1.2 Background information of Starbucks
……………………
 

2. Report detail
2.1 Consider primary, secondary and tertiary research.
In order to meet the research objective, the author conducts both primary and secondary research……………………
 

2.2 SWOT Analysis of Starbucks
Strength
Ø Flexible operational model: Starbucks is adept at adopting flexible investment and ……………… on service quality and more profit. (Marie Busing-Burks, 2009)
Ø Successful experience marketing of “the third place”: Starbucks has successful created a coffee service oriented in “the Starbucks experience”. …………in Starbucks. (Michelli, 2007)
Ø Superior product quality and taste: ………………
Ø The development and ………………
 

Weakness
Ø The organizational effectiveness needs …………
Ø The management pressure of supply chain: uniform logistic management centre replaces previous………………and accuracy. (Marie Busing-Burks, 2009)#p#分頁標題#e#
Ø The weakening of experience and service quality: scale expansion did not bring both improvements in both organizational performance and brand, but harms its healthy development. in order to achieve economics of scale and financial objective, cost reduction and pipelining service process leads to the weakening of Starbucks experience and service quality. (Michelli, 2007)

Opportunities
Ø ………………

Threats
Ø The competition is severing. The coffee market is rather competitive with international brands such as Costa Coffee (UK). Besides, convenience stores, fast food shops and coffee machines also seize the market though price war and imitation. (Michelli, 2007)
Ø ………… unbalance of regional development leads to the difference of consumer income. It is huge challenge for Starbucks’ uniform price as well as its management, operational strategies. (Pham-Gia, K., 2009)
 

2.3 PEST Analysis Political
Ø The Relationships between coffee producing nations and US may influence coffee bean supply and price.
Ø Government different countries may impose different controls on coffee business.

Economic
Ø New market potential of emerging countries such as China and India.
Ø The unbalance of regional development leads to the difference of consumer income and influence purchase level.

Social
Ø Consumer preferences could shift from coffee to other beverages such as refreshant and tea.
Technology
Ø Use of technology can improve product variety and quality as well as operational efficiencies, eg. Espresso Extraction technique.

 

2.3 Research methodology
Because this research is ………………
3. Conclusion and recommendations
3.1 Summary of data gathered
………………

3.2 Reiterate your organisations choices in relation to data and theorists work
………………
4. Recommendations
Due to the small sample size carried out in Starbucks stores, the author suggest a larger sample should be investigated in future researches. in addition, due to the limitation of qualitative research that it is unable to deduct the whole population and easily affected by the interviewer’s previous experience and knowledge, the author suggests a quantitative approach could be used in future study, for example a questionnaire survey among a larger number of Starbucks consumers.
 

Reference
Comezn B. and Jones, J., 2010. Research methods in geography: a critical introduction. John Wiley and Sons.
Babbie, E.R., 2008. The Basics of social research. Cengage Learning.
……………………#p#分頁標題#e#
Schmitt, B., 1999. Experiential marketing: how to get customers to sense, feel, think, act, and relate to your company and brands. Free Press.
 

Case Study代寫Appendix
 

Semi-structured interview questions
 

1. Is this your first time to Starbucks?
2. What attracts you to come to Starbucks?
3. Do you think the service is consistent in every store?
4. Have you notice the decoration in Starbucks? How do you feel about it?
5. Have you notice the colour in the shop? How do you feel about it?
6. Do you like the music? How do you feel about it?
7. have you notice the trademark？How do you feel about it?
8. Have you sit on the coach? How do you feel about it?
9. Have you notice the smell in the shop? How do you feel about it?
10. How do you feel about the water and waitress in the shop?
11. How do you feel about the taste of Starbucks coffee?
12. Do you take away the coffee or enjoy it in the shop? Why?
13. When you are having coffee http://www.400190.com/thesis_sample/shichangxuezuoye/2012/0309/1080.html Some people even believe it would be the mainstream of marketing model in the future in the shop, how do you feel about it?
14. Have you see the brochure in Starbucks? Do you have better understanding on coffee?
15. In what circumstance you want to have Starbucks coffee?
16. Will you come to Starbucks alone or with friends?
17. Will you introduce Starbucks to your friends and relatives? And How?