STARBUCKS

1. What are consumers looking for in a coffeehouse experience? How do they view the Starbucks
coffeehouse experience? How can Starbucks determine answers to these questions?

Answer: Starbucks coffee company has in excess of 21000 stores in 65 nations and is the head roaster
and retailer of exceptionally coffee in the word. Starbucks trademark is that they endeavor to bring their
clients excellent encounters. The new pattern in enormous global organizations is to have a solid brand
and serve clients in an exceptional manner. It is no longer consumer loyalty, which is significant
however the client experience, alongside the items or administrations, which conveys a great deal of
weight in client’s ultimate choice creation. The reason for this examination was to look at the
arrangement and estimating of client involvement with administrations in B2C condition. The
examination was made with the authorization of the administration of the Starbucks. Coffee shop in
Poznan, Poland. The examination shows obviously the conceivable outcomes to improve the level of
client's encounters just as territories of the client experience. The application was tried with an
understudy gathering of 24. Besides, the test outcome and input assembled from the experimental group
were utilized to confirm and approve the ease of use and structure of the philosophy and application
made. The application worked well and the experimental group was happy with both the activity of the
application just as the aggregate outcomes, which are introduced in this exploration. At long last, some
conceivable future activities identifying with the client experience are proposed.

Consumers are looking for a place where they can socialize and relax and enjoy the experience of the
coffee house and smell the aroma of the rich coffee bean as if they were in Milan where Howard Schultz
experienced the interaction between the coffee houses patrons and the quality of relationships that were
established with people and their love of coffee. Starbucks customers are looking the three P’s in their
coffee house experience: The first of all,

People: the connection the baristas has established with their customers.
Place: The aroma from the coffee bean drifting throughout the establishment, and the overall
design layout of the physical.
Product: The food, beverage and merchandise offered for sale.

Starbucks can determine the answers to such questions by conducting qualitative research. Both focus
groups and depth interviews can be useful. Focus groups can generate new insights and ideas, while
depth interviews can uncover hidden motives, values, and beliefs. Using qualitative research, the
company found that consumers are looking for a coffee house experience that elevates coffee drinking to
an art form and coffee houses to the place where Americans choose to relax and socialize. Through
extensive marketing research studies, Starbucks created a place where you can meet and drink good
coffee that did not resemble work or home, but fell somewhere in between.
2. Starbucks is thinking of introducing a new gourmet coffee with a strong aroma. Can a social
media survey be used to determine the consumer reaction to this coffee prior to national
introduction? If so, which method should be used?

Answer: The social media is used by billions of people globally especially after the advent of the
mobile devices. Smartphone are convenient to use and carry around therefore increasing Internet usage
in the ever-increasing tech-savvy population. Prior to introduction of the gourmet coffee with a strong
aroma, the use of social media will not be able to effectively determine the consumer reaction before
introduction. With the large masses that Starbucks command it can use the social media platform to
rally people around a new product being introduced but gauging the consumer reaction will be difficult
because they have to encounter it first in order to rate it objectively. People may participate in the social
media survey, which will reach millions of coffee consumers, but their participation will be more of a
biased opinion. One of Starbucks strategy for success is the interaction of the baristas and the consumers
therefore consumers have to smell the coffee so as to react to it, prior to smelling the coffee will be
subjective opinions.

Yes, observation method would be highly relevant to determine the reactions of the consumers to the
new gourmet coffee with strong aroma, prior to its national launch that Starbucks is thinking of
introducing. Malhotra asserts that Starbucks draws upon customers for ideas. Many product and services
are direct result of suggestions from patrons. Starbucks has gained credibility and niche market as major
coffee sellers, which are distinct in their quality and aroma. Observation research methodology broadly
encompasses looking and listening carefully to the consumers so as to decipher particular reaction or
discover information about their behavior with regard to a particular product or service. Hence, prior to
the introduction of new gourmet coffee with strong aroma, observational research technique would
considerably facilitate in evaluating its impact on the consumers. Naturalistic observation method would
be most appropriate as it is conducted in the natural environment, which encourages participants to act
naturally. The researcher is able to observe the behavior without any overt or covert means of
interference or intervention. This research technique would enable Starbucks to anticipate the success or
failure of its new gourmet coffee that it would like to introduce nationally. The major drawback of this
method is that it needs to be carried out for some days across large segment of population so that general
behavioral trends could become distinct. External validities through large database ensure that research
findings would be true for people across demographic segmentation and region.

 
 Burke Case

3. Describe the evolution of marketing research. How has the role of marketing research changed
as the field has evolved? How is social media changing marketing research?

Answer: Marketing Research:

The systematic and objective identification, collection, analysis, dissemination and use of information
for the purpose of assisting management in decision making related to identification and solution of
problems and opportunities in marketing

Marketing research is first done in 1895 or 1896 by sending questions using telegrams to advertising
agencies. Next ladies in white gloves who asked people about cake mixes by door-to-door surveys do it
in 1930. After the Second World War researcher identified psychological side of the marketing research
and in 1950s to 1960s television became the best source of advertising and hot area of marketing
research. In the 1960s and 1970s marketing researchers began to work more with their clients on how to
use new ideas to make decisions. During this period marketing research has become an important part of
the decision-making process. After 2009 the industry is looking for creative methods to conduct
marketing research using telephone interviews, mall intercept, web interviews, mobile phone surveys
and multimode methods. Burke’s view on the role of marketing research is to gather information and
look at that information in order to process what is going on. Their job is to make their clients more
informed and more efficient. With all this new information you have more value in your company as
you can do more with what you know

Social media is something beneficial for organizations as well. Contingent upon your industry, it can
enhance your statistical surveying targets and permit you to talk straightforwardly to purchasers such
that brands have never done. As per Social Media Examiner, 65% of entrepreneurs express that
commercial center understanding is the most important advantage of web-based media. Furthermore,
that rate is just anticipated to develop. Injecting statistical surveying with web-based media is rethinking
how we approach purchaser experiences. The Social Media Examiner likewise expresses that 68% of
B2B organizations use knowledge assembled from web-based media while 59% of B2C organizations
accumulate insight. How about we analyze how web-based media is changing statistical surveying from
the back to front.

Marketing Research has changed so much over the years. Where you needed physical polls and data
years ago, now you can get all that information electronically. As the field has become more digital,
more and more information becomes more readily available. Social Media has changed the way
marketing research is done because it makes the information more detailed and you receive it much
quicker.
4. Visit www.burke.com and write a report about the various marketing research
services offered

Marketing research services that Burke offers include brand assessment, product/service development,
customer engagement, employee engagement, linking data sources, market segmentation, shopper
research, and qualitative. In brand assessment, Burke works with their clients in order to understand how
their brands are stationed in today’s market. They help provide information about your brand in the
modern market and help you establish your brand. For product/service development, Burke gives ways
to research which support decision-making. In customer engagement, Burke focuses on helping view
customer engagement in order to grow, be competitive, and improve profitability. In linking data
sources, Burke engages with stakeholders within an organization and uses an analysis with scientific
methods to explain the relationship between the metrics. In market segmentation, Burke works with
consumer behaviors and tries to put together different strategies in order to further reach those
consumers. Finally, for qualitative, Burke collaborates qualitative and quantitative research learning.
They create new techniques and offer methods to answer different business questions. Burke helps
clients to measure and manage brand equity, assess the image of a company and its brand, test the
viability of proposed new products, analyze the purchase decision process, determine what customers
want from particular industries, provide useful pricing strategy information, and conduct product
sampling. The company also offers employee engagement and retention management services, using
employee surveys, employee exit interviews, and other sources of information to recruit and retain key
employees, and to improve performance. Through The Burke Institute joint venture, the company
provides public and in-house training seminars to market research professionals. Burke maintains offices
in about a dozen cities in the United States and also operates around the world.

I think that, Burke's reputation as a leader in the marketing research industry is derived from our
expertise in designing and executing objectives-based research that allows their clients to make the most
informed decisions possible. Burke offers full service custom marketing research, analysis, and
consulting for companies. This custom marketing research may include any of the following: brand
equity, choice modeling/analysis, concept testing, price research, image research, internet research,
international research, linkage and integration services, need/gap research, pricing and value research,
product sampling, purchase decision, qualitative research, segmentation research, speaking, publishing,
and white papers. All of these options allow Burke to help clients understand their marketplace
dynamics and make the best decision possible. Burke continuously undertaking some new steps to
improve marketing research process, which can help the Burke, and to grow more clients.
 National Football League

5. Football is a male-dominated sport. Discuss the role that marketing research can play in helping
the NFL more effectively market the league to women.

Answer: When dealing with marketing research the essential parts are linking the consumer and the
public through various ways of getting information to the marketer. The two vital parts of marketing
research is the problem identification research and problem solving research. The NFL is a sport, which
is dominated by men for many years, only recently has the NFL recognize the potential audience in
women. They are now acting quickly so they can capture the different segment market to cash in and
also to make women more aware and appeal about the sport. The underlining point to the market
research question is how does the NFL market the league to women adequately. Marketing research can
help address the matter of effectively marketing the league and finding out the role of marketing
research when dealing with NFL The NFL has the absolute most energetic fans on the planet. We are
continually searching for approaches to best draw in, engage, and commend them, both male and female
over the span of their lives. On account of young ladies specifically, we are pleased with our new
programming intended to remember more females for our pipeline to urge them to seek after professions
in football. A week ago at Pro Bowl, the NFL facilitated the first historically speaking Women's Careers
in Football Forum which taught ladies on professions in training, exploring, administering, sports
science and a few different fields, and associated these ladies to NFL proprietors, lead trainers and
chiefs. What's more, the current year's Women's Summit, at the Super Bowl, offers more youthful ladies
an intuitive and experiential occasion zeroed in on vocation ways, the significance of mentorship,
finding your voice, and beating difficulties. We are lucky to be able to meet rousing pioneers and
numerous incredible associations that help young ladies and we will keep on searching for approaches to
utilize our foundation to add to this exertion and discussion.

The key role of marketing research is to acquire vital information so they can react to the markets
offerings, which is to market the NFL league to women. Marketing research measures the information
needed and even delivers NFL with valid, relevant, reliable and current actionable information for
helpful research purposes. With the absence of marketing research, it is worth taking note that the NFL
might have adverse effects with incorrect management decisions, which can later be costly. In essence
for improved decision making it is vital that market research has a role to play.
6. What is the main competition faced by the NFL?

Except the National Football League (NFL), the other major American sports leagues such as National
Hockey League (NHL), Major League Baseball (MLB), and the National Basketball Association
(NBA), have been reaching out to welcome their newfound female consumers. “As women have become
increasingly involved in sports, those American sports-football, basketball, hockey-have seen an
enormous explosion in popularity. For these leagues, the new level of fandom in female consumers has
opened floodgates to new revenue streams that they are capitalizing on. So there could be a keen
competition among them to attract more female compare to their competitors.

Main Competition faced by NFL

Ø Turn fanatics of specific group into aficionados of the association. It may get hard for NFL to get
their fans more included and cause them to relate with each group in the class comprehensively.
Ø Competition from outside remote space TV viewership by and large faces ever-expanding rivalry
from watchers who decide to watch video on other computerized stages.
Ø Sponsorships deals into danger.
Ø Threats from the popularity of other American leagues like NBA and MLB.
Ø A lot of emphasis on goodwill building.
Ø Economy slowing down, the revenues may not remain same in the future.
Ø Lack of big-market superpowers: The NFL’s entire business model, with its revenue-sharing
among franchises and salary cap for players’ salaries, is designed to maintain competitive
balance and prevent big-market teams from being able to beat their smaller-market cohorts
consistently on the field merely by out-earning and out-spending them.

Talking about financial matters, the most significant aspect of equality's expenses is income sharing.
Truly, the NFL has a superior history than its companions. The compensation floor forestalls NFL
proprietors from stashing income-sharing cash, as in MLB where the Pittsburgh Pirates lose for twenty
years yet possession makes money. Furthermore, little market groups, for example, the Indianapolis
Colts and New Orleans Saints have succeeded, in contrast to their NBA partners.
Presently, incidentally, Reuter is really composing the article to discredit the NFL's quest for equality
and proceeds to discuss the Lions' long periods of remarkableness while the group despite everything
made money. Thus, it's advantageous to take note of this isn't to call the NFL's framework great (no
framework is), yet the framework is plainly working.

So I think, The NFL is faced with competition from other sports such as the MLB, NBA, and NHL.
Believe it or not one of NFL’s biggest competitions is against the TV show walking dead.
 Accenture

7. Define Accenture’s target market. Discuss the role of marketing research in helping Accenture
understand the needs of its target consumer.

Answer:   The   first   of   all,   Accenture conveys developments that help customers over all enterprises
understand their dreams. Accenture can rapidly assemble its worldwide assets to quicken results for
customers, and furthermore utilize its partners and unions to help drive creative arrangements. So its
objective market is the customer who needs the counseling, innovation benefits and re-appropriating
organization and the customers who need to turn out to be elite organizations and governments.

Secondly, Accenture enhances its consulting companies, and outsourcing expertise through alliances,
affiliated companies, and other capabilities. The marketing research can help find many Accenture’s
strengths that distinguish it from others in the marketplace, such as extensive industry experience, broad
and evolving service offering, proven and experienced management team and other strengths. Marketing
research also can help the firm position in the marketplace, it help the firm find the which kind of
service they can provide and what’s the strength it has and what’s the customers they may face. So the
marketing research plays an important role in helping Accenture understand the needs of its target
customers.

Further more, the fundamental test looked by Accenture was that it needed to keep up the notoriety they
held as Andersen Consulting while at the same time repositioning them selves in the market with
another picture. This must be done in such a way that they not just effectively keep up their current
customer base/connections yet additionally target expanding their piece of the pie with new expected
customers. Henceforth, the repositioning and re-marking of Andersen Consulting must be successfully
done to reverberate the estimations of the organization alongside speaking to itself as another substance
having similar objectives. Henceforth, the administration choice issue for Accenture to expand
inclination and steadfastness to its administrations was connected basically to its repositioning in the
market.

 
And the sum up, From the case I deeply think that, Accenture's essential spotlight was on serving two
distinct business sectors. The enormous organizations of today just as the hopeful chiefs of tomorrow.
Their customer list incorporates 89 of the Fortune Global 100 organizations and the greater part of the
Fortune Global 500 organizations. This implies Accenture's objective market incorporates generally
business-related individuals including chiefs of huge enterprises and entrepreneurs. Statistical surveying
helped Accenture in giving business knowledge and purchaser experiences so as to please to serve their
objective market and future possible customer and market research helped Accenture in providing their
R&D team with business intelligence and consumer insights to serve their target market and potential
clients.