Analyzing Consumer Behavior in the Coffee Industry- A Starbucks Case Study

1.Access the outputs from the previous Assessment Activity, including feedback.

The main mission of starbucks is  to inspire and nurture the human spirit - one person, one cup and one neighbourhood at a time. Starbucks coffee houses offer more than the finest coffee sourced from across the globe. Friendly people, great music and a comfortable upbeat meeting place create the famous starbucks experience.

2.Confirm buying trends in your market sector; analyse these and identify the potential impacts for your product or service.

3.Validate the consumer profile you developed in the previous assessment activity by taking the following actions:

a. develop and apply a consumer attitudes survey to a cross section of your identified consumer group

b. conduct follow-up interviews or discussions with selected consumers to validate survey outcomes.

4.Analyse outcomes of these activities and develop a detailed statement about consumer behaviour in your market segment.

5.Evaluate the influence of previous marketing activities and assess their impact on current buying trends and consumer behaviour.

6.Conduct a detailed analysis of your selected organisation and identify capabilities using a SWOT analysis.

Strength (S)

·      Innovation

·      Global presence

·      Strong financials

·      Brand identity

·      Store ambience

   Weakness (W)

·      High employee turnover

·      Small product mix

·      Higher prices

·      Too many products

Oppportunity (O)

·      International markets

·      Customization

·      Localization

Threats (T)

·      Intense competition

·      Uncertain suppliers

·      Government regulations

7.Develop a detailed statement explaining your findings from the previous activity.

8.Identify the legal and ethical standards that apply to your selected organisation and record any key influencing factors or requirements they impose.

Legal standards:

·       

       Ethical standards:

·      “To inspire and nurture the human spirit one person, one cup, and neighbourhood one at a time.”

·      It embraces diversity

·      It provides human connection with the employees

·      It takes responsibility in each community

9.Develop a written report covering off all of the requirements for this Assessment Task.