Executive Summary The goal of undertaking this research project is to study the

consolidated level of customer experience with Starbucks53 respondents from the Humber College Lakeshore Campus,

both national and international

Key findingsMajority respondents were in the age group of 20-30 years and

85% of participants were international studentsMost of the customers visit Starbucks around once a week51% were satisfied with the taste of the drink, while barely 4%

respondent strongly disagreedMajority respondents agreed to ambience and the overall

comfort zone

Background Starbucks opened the first store in 1971 in Seattle, WashingtonCurrently, they have 11000 locations only in America, and

17000 stores in 55 countries around the world

Brand ImageStarbucks intends for its brand image to come across as trendy,

accessible and always consistentThe new retail extension systems joined with the product

advancement strategies to customize drinks has overall affected customer satisfaction and brand image as a whole

Factors responsible for conducting the survey LOSS OF STORE SOULStarbucks had about 150% addition in retail stores, but various

stores developed were small and did not have seating spotIn America, 81 and 564 licensed stores were closed during

2012 and 2011Starbucks product sales expanded, but statistically talking, the

likelihood of an item being sold failing to offer the indispensable value

LOSS OF COFFEE AROMA

LOSS OF MERCHANDISE

OBJECTIVES1. To know about the brand popularity of Starbucks among its

consumers. 2. To study the perceptions of customers regarding the ambience

of Starbucks. 3. To study the present level of customer satisfaction of

Starbucks 4. To provide recommendations to raise the present level of

customer satisfaction of Starbucks.

METHOD Research Design The questionnaire was prepared on the basis of the collected

data from internet for better understanding of the research problem

Data consists of brand likeability, frequency of visits, store ambience, customer satisfaction, customer loyalty, etc.

Primary Research Questionnaire was circulated to our target audience by means

of various social media platform and emailSecondary Research Secondary data was collected from internet (forums and

company website), company published reports and magazines.

Sampling framework / Size The sampling frame consisted of the Humber lakeshore

Campus students who have visited Starbucks at least once Humber College is attended by students from all over the

globe giving the research a quality and genuine response The method used is probability sampling – simple random

sampling The research was prepared and executed in a span of 6 days

giving the respondents an ample time frame of 4 days to fill our survey

ResultsRELEVANT VARIABLES CHOSEN To give us a strategic direction on how to integrate the brand

marketing mix for better performance The information was necessary to track customers behaviour

and perception for Starbucks as a brand

Data was analyzed putting into consideration the following variables 1. Service delivery 2. Sex 3. Age group 4. Competitive Profile 5. Brand Communication/Brand Promise

APPROPIATE ANALYSIS & INTERPRETATION

METHODOLOGY Two in one study approach that will be both qualitative and

quantitative known as “quail-quant” Qualitative was in form of Focus Group Session that gave us

exploratory insights The quantitative survey relied solely on a well-structured

questionnaire to give respondents the freedom to freely express themselves

The edge of this approach is the cross current of statistical depth as well as hidden attachments and expressions, whose meaning can only be amplified through qualitative expressions and analysis

COMMUNICATIONFollowing combinations were used by top brands for their brand communication : TIM HORTON’S: Radio, Television, Point of purchase, outdoor

and events

STARBUCKS: Radio, Television, Outdoor and Point of purchase COFFEE TIME: Point of Purchase, Outdoor

NESTLE COFFEE MATE: Television, Point of Purchase and Outdoor presence

DATA ANALYSIS The survey enabled to track all the necessary variables that can

impact on the market performance of the brand

The study also ascertained following facts and variables: Perception among consumers Width and depth of distribution. Price variable and dynamics Repeat patronage and loyalty level. Key brand patronage drivers and barriers. Geographical spread and strength. Likes and dislikes about various brands. Promotional impact and advert recall.

The result of the survey has given a clear insight that will ensure brand activities are strategically and exceptionally relevant to consumers

STRENGTHS Long presence in the market Brand Equity Excellent customer service built on customer insight

WEAKNESS Poor brand visibility Poor response to new competitive spirit Poor brand presence

Recommendation We recommend that they should reduce the price of

the beverages without compromising quality. Improving the supply chain and managing the transport cost could trim some cost

Starbucks should concentrate more on brand visibility. New campaign and events would help build awareness

Store ambiance should be emphasized in order to increase customer visits

Competitive advantage will bring new customers to Starbucks. Switch back to La Marzocco from Verismo in order to induce people with their flavorlock coffee

Starbucks should emphasize on gathering the insights of the world of coffee and acquaint them to the exotic coffee brew.