Marketing Research 6855

The purpose of this paper is to apply the principles of Marketing Research process by conducting secondary research for a real life organization and proposing primary research which can be done in the light of secondary research. The first section of the paper presents an analysis of Starbucks using SWOT, 5Cs Analysis, and five forces model. The second section proposes primary research to solve a specific marketing problem.

Situation Analysis for Starbucks

Situation Analysis gives a comprehensive overview of a firm's internal and external environment by analyzing its strengths, weaknesses, opportunities, threats, competitive environment, customer profile, collaborators, and overall business climate (Kotler, Brown, Burton, Deans, & Armstrong, 2010). This section explains the situational analysis for Starbucks using 5Cs Analysis (Company, Customers, Collaborators, Competitors, and Climate), SWOT Analysis (Strengths, Weaknesses, Opportunities, and Threats), and Michael Porter's Five Forces Model (Existing rivals, new entrants, substitutes, bargaining power of suppliers,...
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