Sources inform analysis, evaluation, problem-solving and decision-making.
Marketing Research Presentation to the President of Starbucks Coffee Company
You are the marketing consultant to Starbucks coffee company and have been asked by the President, Charles Schultz, to perform market research and ascertain the feasibility of establishing new coffee houses in China.
You submitted a draft of the design plan in Week 4, and you will use that draft and your Instructor’s feedback to aid you in completing this final paper.
Week 4 Paper: Plan the research design and presentation to Mr. Schultz. In a paper of at least 1,600 words (excluding title, abstract and references pages, include the following:
- Two to three alternative target customer segment(s) you may use and why.
- The types of secondary research you will use and why.
- The problem statement.
- One to two research questions that will guide the study.
- Who the major competitors are for this product.
- What the cultural, economic, and political factors are that need to be considered in the design of this project.
Final Paper: For your final paper, you will write a report for Mr. Schultz that describes an approach to move forward with this strategic marking initiative. Use the work you completed for the Week 4 paper to write your report for Mr. Schultz and incorporate your Instructor’s feedback and material from the previous weeks; including aspects of the sampling process and data preparation.
In a paper of at least 2,800 words (excluding title, abstract, and reference pages), include:
- Your selection and justification of the main target customer segments to be used.
- Selection of the city in which to test market Starbucks’ product and justification of your selection.
- Discuss of the main competitors and how the Starbucks’ product will achieve a competitive advantage to the main competitors in this market.
- How this product needs to be adapted to local conditions.
- Choice of suppliers for this store
- Use of indigenous personnel for this store and choice of local and centralized controls.
- Market entry strategy (Sole ownership, joint venture, licensing agreement) and justification.
- List of major risks for this project that may be expected and how they will be controlled, including cultural, economic, and political factors that need to be considered.
This paper should have at least eight references, of which at least six should be from primary sources. Your research is secondary research but will also use published articles from primary sources (original writings including textbooks and peer reviewed marketing journals).
Both the Week 4 and Week 6 papers do not ask you to do your own primary marketing research. You will use secondary research and the primary sources provided (textbooks and peer reviewed journal articles from the ProQuest database). Primary research is defined as expensive original research done by a person or company to answer specific research questions. Secondary research is defined as already published research which has been completed by others for other research goals.
This assignment is worth 25 points of the total course grade.
This assignment aligns with the following weekly outcomes: 3.
This assignment aligns with the following course outcomes: 4.
NEW Assignment Type: Please click here to review instructions on how to submit your assignment. (Links to an external site.)
Grading Criteria
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Content Criteria Total: 18 |
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Identifies and justifies the main target customer segments. (2 points) |
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Identifies and justifies a test market city. (2 points) |
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Explains how the product will achieve a competitive advantage over main competitors. (3 points) |
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Explains product adaptations for local conditions. (2 points) |
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Discusses choice of suppliers for the store. (2 points) |
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Explains use of indigenous personnel and choice of local and centralized controls. (2 points) |
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Justifies market entry strategy (sole ownership, joint venture, licensing agreement). (2 points) |
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Identifies major risks and how to control for them, including cultural, economic and political factors that need to be considered. (3 points) |
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Writing and Organization Criteria Total: 4 |
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Writing style is clear and concise. |
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Tone is academic and appropriate for the content and assignment. |
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Thesis statement is clearly articulated. |
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Structure is logical, including an introduction, body, and conclusion. |
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Flow is maintained by effective transitions. |
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Rules of grammar, punctuation, and spelling are followed. |
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Rules of grammar, usage, and punctuation are followed. |
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Adherence to APA formatting requirements is evident. |
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Research CriteriaTotal: 3 |
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Sources are credible (preferably peer-reviewed), varied, relevant, and current (published within past five years); use of seminal work (e.g. Freud) is encouraged. |
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Sources inform analysis, evaluation, problem-solving and decision-making. |
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Includes required number of professional/scholarly sources. |
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Addresses ethical considerations in research when appropriate. |
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