MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

CONTENT

NO

TITTLE

PAGE

PREFACE

INTRODUCTION

THE COMPANY

4-17

- HISTORY
- 4PS (PRODUCT, PRICE, PROMOTION, &PLACE)
- HOW STARBUCK OVERCOME PROBLEM
4

GRAPH AND EXPLAINATION

18-41

CONCLUSION AND RECOMMENDATION

41-42

REFERENCES

42

APPENDIX

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

PREFACE

In the name of Allah, most Gracious, most Merciful. The praises to Allah, the
Lord of the worlds, and the sequel is for those who keep their duty unto Him,
further,

here
2

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

will be no hostility except against wrongdoers. Blessing and solution be upon
the most honorable prophet and messenger, His family all His disciples, and
those who follow them in goodness till the Day of Judgment. And we offer our
expression of gratitude to Allah, due to His favor and charity, so, we have
finished writing this assignment .This assignment is submitted to Encik
Mohd.Farid b. Abd. Latib

in partial fulfillment of the requirements . After

making a great effort, we finally completed his assignment. However, we

realize that there are still many shortcomings in this assignment. Therefore
we enthusiastically welcome the objective criticism and constructive
suggestion for the improvement of this assignment .Finally, we hopes that
this paper will be useful not only for ourselves but also for the readers.

Subhana Rabbika Rabbil 'Izzati 'Amma Yasifun. Wa Salamun 'Alal-Mursalin.

Wal Hamdu Lillahi Rabbil 'Alamin. 13 August 2014.
INTRODUCTION
The main purpose of this research is to perform our Marketing Research
Assignment task completely that have being given by our lecturer, Encik
Mohd.Farid b. Abd. Latib . The reason why Starbuck Company is our choice is
because we want to find out how they operate their company more
specifically. We also want to research about on how they manage
their company during current issues (boycott issues toward Gaza and
Zionism) because we believe that Starbuck Company also involve with this
issue.

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

As a starting point, we survey on random people that visit to the Starbuck
Coffee. We think this survey method is most effective strategy to use in this
research because we can know more about types or the demographic
of the people that using or love the product very well. Based on the
demographic and others question on the survey form , it can be conclude on
what type of person or their behavior or their personality that most of the
consumer are alike.
Our journey started on Tuesday, 9th of September 2014. At 10.00 oclock in
the morning, we departed from Alor Setar with 2 of our group members,
Qistina binti Rabean & Afifah binti Alias, which is not including with one of
our group members, Mohd. Fahmi Asyraf bin Arzmi, because of his
reasonable reason. At 11.00 oclock in the morning, we arrived at Village
Mall, Sungai Petani. We choose Starbuck Coffee in Village Mall, Sungai Petani,
because it is the most nearest Starbuck Coffee in our state. We had breakfast
there while making our assignment and survey of the company. Some of
people were giving a positive responded to our survey while some others
were refused to fill up the form. We also find some other people which is
known about the product, just in case to know how their opinion about
the company and responded towards current issued that happened
in Palestine. However, it is really benefit and enjoyable experience towards
us which is can be use it in our future assignment or survey.
STARBUCK HISTORY

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

The Starbucks story began in 1971. Back then they were a roaster and
retailer of whole bean and ground coffee, tea and spices with a single store
in Seattles Pike Place Market. Today, they are privileged to connect with
millions of customers every day with exceptional products and more than
20,000 retail stores in 65 countries.
Starbucks is named after the first mate in Herman Melvilles Moby Dick. Their
logo is also inspired by the sea featuring a twin-tailed siren from Greek
mythology.
Starbucks Mission is to inspire and nurture the human spirit one person,
one cup and one neighborhood at a time.
They always believed in serving the best coffee possible. It's their goal for all
of our coffee to be grown under the highest standards of quality, using
ethical sourcing practices. Their coffee buyers personally travel to coffee
farms in Latin America, Africa and Asia to select the highest quality beans.
And our master roasters bring out the balance and rich flavor of the beans
through the signature Starbucks Roast.
Their stores are a neighborhood gathering place for meeting friends and
family. Their customers enjoy quality service, an inviting atmosphere and an
exceptional beverage. Total stores: 20,519 (as of March 30, 2014) Argentina,
Aruba, Australia, Austria, Bahamas, Bahrain, Belgium, Brazil, Brunei,
Bulgaria, Canada, Chile, China, Colombia, Costa Rica, Curacao, Cyprus,
Czech Republic, Denmark, Egypt, El Salvador, England, Finland, France,
5

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

Germany, Greece, Guatemala, Hungary, India, Indonesia, Ireland, Japan,
Jordan, Kuwait, Lebanon, Malaysia, Mexico, Monaco, Morocco, New Zealand,
Netherlands, Northern Ireland, Oman, Peru, Philippines, Poland, Portugal,
Qatar, Romania, Russia, Saudi Arabia, Scotland, Singapore, South Korea,
Spain, Sweden, Switzerland, Taiwan, Thailand, Turkey, United Arab Emirates,
United States, Vietnam and Wales.
As their partners, they offer the finest coffees in the world, grown, prepared
and served by the finest people. Their employees, who we call partners, are
at the heart of the Starbucks Experience.
They believe in treating their partners with respect and dignity. They are
proud to offer two landmark programs for their partners: comprehensive
health coverage for eligible full- and part-time partners and equity in the
company through Bean Stock.
STARBUCK COMPANY PROFILE
THEIR PRODUCT
Starbucks offers a range of exceptional products that customers enjoy in
their stores, at home, and on the go.

Coffee: More than 30 blends and single-origin premium coffees.

Handcrafted Beverages : Fresh-brewed coffee, hot and iced espresso
beverages, Frappuccino coffee and non- coffee blended beverages,
Starbucks Refreshers, smoothies and teas.

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

Merchandise: Coffee- and tea-brewing equipment, Verismo System

by Starbucks, mugs and accessories, packaged goods, music, books

and gifts.
Fresh Food: Baked pastries, sandwiches, salads, salad and grain bowls,
oatmeal, yogurt parfaits and fruit cups.

Consumer Products :
- Coffee and Tea : Whole bean and ground coffee (Starbucks and
Seattles Best Coffee brands), Starbucks VIA Ready Brew,
Starbucks K-Cup portion packs, Starbucks and Teavanna
-

Verismo pods, Tazo tea filterbags, and tea latte concentrates.

Ready-to-Drink (RTD) : Starbucks bottled Frappuccino coffee
drinks, Starbucks Discoveries chilled cup coffees, Starbucks
Discoveries

Iced

Caf

Favorites,

Starbucks

Iced

Coffee,

Starbucks Doubleshot espresso drinks, Starbucks Doubleshot

Energy+Coffee drinks; Starbucks Refreshers beverages, Evolution
Fresh bottled juices, Tazo bottled iced and juiced teas.
BRAND PORTFOLIO
Starbucks Coffee, Seattles Best Coffee, Teavana, Tazo, Evolution Fresh, La
Boulange and Torrefazione Italia Coffee.
INVESTOR INFORMATION

Starbucks went public on June 26, 1992 at a price of $17 per share (or
$0.53 per share, adjusted for subsequent stock splits) and closed
trading that first day at $21.50 per share.
7

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

Starbucks was incorporated under the laws of the State of Washington,

in Olympia, Washington, on Nov. 4, 1985.

Starbucks Corporation's common stock is listed on NASDAQ, under the
trading symbol SBUX.

STARBUCK BEING A RESPONSIBLE COMPANY

At Starbucks, they have always believed in the importance of building a
great, enduring company that strikes a balance between profitability and a
social conscience.
Ethical Sourcing : They take a holistic approach to ethically sourcing the
highest quality coffee. This includes responsible purchasing practices,
supporting farmer loans and forest conservation programs. When they buy
coffee this way, it helps foster a better future for farmers and a more stable
climate for the planet. It also helps create a long-term supply of the highquality beans they have been carefully blending, roasting and packing fresh
for more than 40 years.
Environmental Stewardship : They share their customers commitment to
the environment and they believe in the importance of caring for their planet
and encouraging others to do the same. They are working to significantly
reduce our environmental footprint through energy and water conservation,
recycling and green construction.

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

Community Involvement : From the neighborhoods where their stores are
located to the ones where their coffee is grown they believe in fostering
thriving communities. By 2015, they hope to contribute one million volunteer
hours each year to their communities.
STARBUCK COMPANY TIMELINE
YEAR
1971
1982

EVENT
Starbucks opens first store in Seattles Pike Place Market.
Howard Schultz joins Starbucks as director of retail operations
and marketing. Starbucks begins providing coffee to fine

1983

restaurants and espresso bars.

Howard travels to Italy, where hes impressed with the
popularity of espresso bars in Milan. He sees the potential to

1984

develop a similar coffeehouse culture in Seattle.

Howard convinces the founders of Starbucks to test the
coffeehouse concept in downtown Seattle, where the first
Starbucks Caff Latte is served. This successful experiment

1985

is the genesis for a company that Schultz founds in 1985.

Howard founds Il Giornale, offering brewed coffee and

1987

espresso beverages made from Starbucks coffee beans.

Il Giornale acquires Starbucks assets with the backing of local
investors and changes its name to Starbucks Corporation.

1988

Opens in Chicago and Vancouver, Canada.

Total stores : 17
Offers full health benefits to eligible full- and part-time

1989

employees.
Total stores: 33
Total stores: 55
9

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

1990
1991

1992
1993

1994
1995

1996

1997

1998

1999

Starbucks expands headquarters in Seattle.

Total stores: 84
Becomes the first privately owned U.S. company to offer a

stock option program that includes part- time employees.

Opens first licensed airport store at Seattles Sea-Tac

International Airport.
Total stores: 116
Completes initial public offering (IPO).
Total stores: 165
Opens roasting plant in Kent, Wash.
Announces first two-for-one stock split.
Total stores: 272
Opens first drive-thru location.
Total stores: 425
Begins serving Frappuccino blended beverages.
Announces second two-for-one stock split.
Opens roasting facility in York, Pa.
Total stores: 677
Begins selling bottled Frappuccino coffee drink through

North American Coffee Partnership.

Opens stores in Japan (first store outside of North America)

and Singapore.
Total stores: 1,015
Establishes the Starbucks Foundation.
Opens stores in Philippines.
Total stores: 1,412
Extends the Starbucks brand into grocery channels across the

U.S.
Launches Starbucks.com.
Opens stores in England, Malaysia, New Zealand, Taiwan and

Thailand.
Total stores: 1,886
Acquires Tazo Tea.
Partners with Conservation

International

to

promote

sustainable coffee-growing practices.

10

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

2000

2001

2002

2003

2004

2005

Acquires Hear Music, a San Franciscobased music company.

Announces third two-for-one stock split.
Opens stores in China, Kuwait, Lebanon and South Korea.
Total stores: 2,498
Establishes licensing agreement with TransFair USA to sell

Fairtrade certified coffee in U.S. and Canada.

Opens stores in Australia, Bahrain, Hong Kong, Qatar, Saudi

Arabia and United Arab Emirates.

Total stores: 3,501
Introduces ethical coffee-sourcing guidelines developed in

partnership with Conservation International.

Introduces the Starbucks Card.
Announces fourth two-for-one stock split.
Opens stores in: Austria, Scotland, Switzerland and Wales.
Total stores: 4,709
Establishes Starbucks Coffee Trading Company (SCTC) in

Lausanne, Switzerland.
Launches Wi-Fi in stores.
Opens stores in Germany, Greece, Indonesia, Mexico, Oman,

Puerto Rico and Spain.

Total stores: 5,886
Acquires Seattle Coffee Company, which includes Seattles

Best Coffee and Torrefazione Italia coffee.

Opens roasting facilities in Carson Valley,

Amsterdam, Netherlands.
Opens stores in Chile, Cyprus, Peru and Turkey.
Total stores: 7,225
Opens first Farmer Support Center in San Jose, Costa Rica.
Introduces Starbucks Coffee Master Program.
Opens stores in France and Northern Ireland.
Total stores: 8,569
Acquires Ethos Water.
Announces fifth two-for-one stock split.
Opens stores in Bahamas, Ireland and Jordan.
Total stores: 10,241

Nev.,

and

11

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

2006

2007

2008

Launches the industrys first paper beverage cup containing

post-consumer recycled fiber.

Opens stores in Brazil and Egypt.
Total stores: 12,440
Eliminates all artificial trans-fat and makes 2 percent milk the

new standard for espresso beverages.

Opens stores in Denmark, the Netherlands, Romania and

Russia.
Total stores: 15,011
Chairman Howard Schultz returns as chief executive officer.
Acquires Coffee Equipment Company and its Clover brewing

system.
Launches

My

Starbucks

Idea,

Starbucks

first

online

community. Also joins Twitter and debuts Starbucks Facebook

2009

2010

2011

page.
Opens stores in Argentina, Belgium, Bulgaria, Czech Republic

and Portugal.
Total stores: 16,680
Launches Starbucks VIA Ready Brew Coffee.
Opens East Africa Farmer Support Center in Kigali, Rwanda.
Launches Starbucks loyalty program and Starbucks Card

mobile payment.
Opens stores in Aruba and Poland.
Total stores: 16,635
Expands digital offerings for customers with free unlimited Wi-

Fi, Starbucks Digital Network.

Seattles Best Coffee reinvents business strategy to extend

brands reach.
Opens stores in El Salvador, Hungary and Sweden.
Total stores: 16,858
Launches Starbucks K-Cups portion packs.
Acquires Evolution Fresh.
Opens stores in Guatemala, Curacao and Morocco.
12

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

2012

2013

2014

Total stores: 17,003

Introduces Starbucks Blonde Roast.
Announces Verismo system by Starbucks premium single-

cup espresso machine.

Opens Farmer Support Centers in Manizales, Colombia and

Yunnan, China.
Acquires La Boulange bakery brand to elevate core food

offerings.
Launches Starbucks Refreshers beverage platform.
Acquires Teavana to transform the tea category.
Opens stores in Costa Rica, Finland, India and Norway.
Total stores: 18,066
Strengthens ethical sourcing efforts with new coffee farming

research and development center in Costa Rica.

Announces strategic agreement with Danone for specialty

yogurt products.
Launches Tweet-a-Coffee.
Opens 1,000th stores in China and Japan.
Opens stores in Vietnam and Monaco.
Total stores: 19,767
Announces collaboration with Oprah Winfrey to co-create

Teavana Oprah Chai tea.

Enhances iPhone app with shake to pay and digital tipping.
Announces landmark Starbucks College Achievement Plan to
help thousands of U.S. Starbucks partners (employees)

complete their education.

Offers New Summer Refreshment

Handcrafted Sodas and Teavana Shaken Iced Teas.

Opens stores in Brunei and Colombia.
Total stores: 20,519 (as of March 30, 2014)

options

with

Fizzio

4PS OF STARBUCK (PRODUCT, PRICE, PROMOTION AND PLACE)

13

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

Starbuck Coffee has their own product which is consist many of product
range such as coffee, tumbler, food and also equipment.

Starbuck product range

Even though, Starbuck Coffee price is quite expensive, but many people love
their menus and recipes because in my own opinion, Starbuck Coffee has
their own identity which is different than other coffee shop. Besides, it is also
a quality product based on how they produce and serve it to their customers,
I think it is a reasonable price level to put on the product or the menus.

14

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

Based on their promotion, Starbuck Coffee has their own Starbuck Member
Card which is a card that can redeem a point or it can be used as a payment
for things that you buy in the store. The propose of this Starbuck Member
Card is to give their customer promotion or benefits, besides it is also to
know about their customer very well, such as how many times he or she
being
she

here,

what is he or

buying

and so on.

Example of Starbuck Member Card

Starbuck Coffee also has their own application interface which is can be used
for a smartphone user because we know that in technological world
nowadays everything is in our own hand. As Starbuck customers, Starbuck
15

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

company offer a easy way to them to know about their account as a
member, also can know the new menus, the closest store around them and
many mores.

Example of Starbuck Application Interface

Lastly, based on place or location of their branches store, mostly they like to
choose in a place which is full of crowd such as Shopping Mall, Airport, Ferry
Jetty and so on. I think it is a good strategy of promotion also, because when
the place is suitable, many people will come to buy their products or
services.

16

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

HOW STARBUCK OVERCOME PROBLEM
As we all know, how the current issue, the war between Palestine and Israel
effect on McDonald which the profit of McDonald decrease is in dramatically,
and many people boycott on McDonald. It same goes to Starbuck Company,
but technically Starbuck Company profit doesnt decrease dramatically like
McDonald company, also not so many people boycott on Starbuck Company
because they still on doubts with this company whether it is involved in
Zionism

or

boycott

only

happened in

certain

of

country such

as Dearborn,

not.

city

The

in

Michigan.

Demonstration of boycotting Starbuck Coffee Company

17

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

However, Starbuck Company overcome the problem by getting help from
Russians and with getting a support from the Russian economy, Starbucks
stock actually increased nearly $1.50 over the last fiscal period.

H
a
v
e
y
o
u
e
v
r
e
a
t
o
r
d
i
n
k
a
t
S
a
r
b
u
c
k
?
6
0
5
0

GRAPH AND EXPLAINATION

QUESTION 1:

F
re
q
u
n
c
y

4
0
3
0
2
0
1
0
00
.5H
1
1
.
5
2
2
.
5
a
v
e
y
o
u
e
vre
a
to
rd
in
k
a
tS
a
rb
u
c
k
?
Vali

Frequen Percen
cy

Valid

Cumulati

Percent

ve

YES

41

82.0

82.0

NO
Tota

9
50

18.0
100.0

18.0
100.0

Percent
82.0

100.0

This

question is useful because we can know that whether the respondent has
been eating or drinking at Starbuck or not. This question can also be re-word
18

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

H
o
w
d
o
y
u
k
n
o
w
a
b
o
u
t
S
a
r
b
u
c
k
?
4
0
3
0

with Have you ever try Starbuck in your life? Based on the graph above, we
can conclude that, most of the respondent have eating or drinking in
Starbuck Coffee. It can be prove by the graph and the frequency of
respondent which is the higher value is on yes compare to the value on
no.

F
re
q
u
n
c
y

QUESTION 2:

2
0
1
0
00
.51
1
.5u
2
2
.5
33
.5
H
o
w
d
o
y
k
n
o
w
a
b
o
u
tS
a
rb
u
c
k
?
Vali
d

MEDIA
RELATIVES

Valid
Perce
nt

Cumulati
ve
Percent

Frequen
cy

Percen
t

21

42.0

42.0

42.0

26

52.0

52.0

94.0
19

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

OTHER
Total

3
50

6.0
100.0

6.0
100.0

100.0

This question is useful because we can know that where is the main source
that respondent get information or know about Starbuck product. This
question can also be re-word with From what sources did you know the
existence of Starbuck Company? Most of people know Starbuck from their
relatives, might be their family members know or eat Starbuck very well, so
they know the product from them. Media mass also play an important role to
Starbuck Coffee but based on the graph or survey, we can conclude that the
value of people know about Starbuck is from their relatives compare to
media mass and other medium such as promotion.
QUESTION 3:

20

P
l
e
a
s
t
a
e
y
o
u
r
g
e
n
d
r
4
0
3
0

F
re
q
u
n
c
y

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

2
0
1
0
00
.51
1
.y
5
P
le
a
sta
e
o
u
rg
e
n
d
r22.5
Frequen
cy

Vali
d

MALE
FEMALE
Total

Perce
nt

Valid
Percent

Cumulativ
e Percent

22

44.0

44.0

44.0

28
50

56.0
100.0

56.0
100.0

100.0

This question is also useful because we want to know the demographic of the
respondent based on their gender. This question can also be re-word with
Are you female nor male? Based on the survey, we can see the respondent
is more on female compare to the male. As a survey research, we just choose
people randomly which is who enter the Starbuck coffee shop, we ask them

21

W
h
a
t
i
s
y
o
u
r
a
c
e
s
?
3
0
MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

to fill the form and approximately the value of female is more than value of
male.

QUESTION 4:

F
re
q
u
n
c
y

2
0
1
0
001W
2
3
4
5
h
a
tis
y
o
u
ra
c
e
s
?

Valid

Cumulative
Percent
28.0
86.0

Frequency
14
29

Percent
28.0
58.0

Valid Percent
28.0
58.0

INDIAN

10.0

10.0

96.0

OTHER

4.0

4.0

100.0

50

100.0

100.0

MALAY
CHINESE

Total

This question is useful due to know respondent races. This question can also
be re-word with What is your heredity? If we look on the races while
making the survey research, most of loyal customer consists of Chinese

22

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

people compare to Malay, Indian and other races. In our opinion, the reason
why most of Chinese love or like Starbuck maybe because of the menus
might be similar with their daily life meal which is something they eat the
most, compare to Malay, we know that Malay people eat rice, and
unfortunately rice is not provide in Starbuck. It same goes to Indian, tosai or
cappati is not consist in the menus, so for them eating Starbuck might be
just a side food eating.
QUESTION 5:

This question is also useful because we can know limit age of the
respondent. This question can also be re-word with How old are you? Based
on the age on demographic section, the mode is on 26 to 35 years old with
the frequency of 19/50 and the probability is 0.38. With that kind of age, we
can conclude that most of the Starbuck customer is an employment or have
own income. We also can see that based on the graph the least value is on

Vali
d

UNDER 18
18-25
26-35
36-49
50 AND ABOVE
Total

Percent

Valid
Percen
t

Cumulati
ve
Percent

18.0

18.0

18.0

17
19
3
2
50

34.0
38.0
6.0
4.0
100.0

34.0
38.0
6.0
4.0
100.0

52.0
90.0
96.0
100.0

Frequen
cy

the
citizen.

senior
This

23

Y
o
u
r
i
n
c
o
m
e
l
v
e
2
0
15

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

might be because of the menus or the product not satisfy their taste which is
most of senior citizen prefer something old fashion.

F
re
q
u
n
c
y

QUESTION 6:

Vali
d

15
0
001Y
2
3
4
5
o
u
rin
co
m
elve
LESS THAN
RM1000
RM1000RM3000
RM3000RM4000
RM5000 AND
ABOVE
Total

Frequen Percen
cy
t
17
34.0

Valid
Percent
34.0

Cumulativ
e Percent
34.0

16.0

16.0

50.0

15

30.0

30.0

80.0

10

20.0

20.0

100.0

50

100.0

100.0

This

question is also useful because we can know what respondent level of

income is. This question can also be re-word with What is your salary? On
the graph and the normal curve above, we can make conclusion that the
income level of Starbuck customer is most of at less than RM 1000 per
24

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

In
l15u
c
d
in
g
th
is
vit,h
o
w
m
a
n
y
tim
e
s
h
a
v
e
y
o
u
v
is
te
d
a
n
y
S
ta
rb
u
c
k
in
th
e
la
s
t
3
0
d
s

month. This can be analogical because based on the previous question most
of Starbuck customer consist of employment and people who have their own

income. We conclude that the customers might be consisting of housewives

and college student which is on the adult age but with least level of income.
QUESTION 7:

F
re
q
u
n
c
y

1
0
5
0In
0
1
2
3
4
5
6
c
lu
d
in
g
th
is
v
irt,b
h
o
w
m
n
y
tlia
m
e
s
h
a
v
e
y
o
u
v
is
te
d
a
n
y
S
a
u
c
k
ia
h
e
3
0
d
s
Vali
d

Frequenc Percen
y
t
FIRST TIME
7
14.0
1-3 TIMES
4-7 TIMES
8-19 TIMES
20 AND
ABOVE
Total

Valid
Cumulativ
Percent
e Percent
14.0
14.0

7
11
12
13

14.0
22.0
24.0
26.0

14.0
22.0
24.0
26.0

50

100.0

100.0

28.0
50.0
74.0
100.0

This

question is useful because we can know about frequencies of respondent

visited Starbuck on the last 30 days. This question can also be re-word with
What is the frequency of your visit to Starbuck in a month? Starbuck has
loyal customers, it can be prove on the graph and the normal curve because
the mode is most of the customers visited Starbuck in the last 30 days is
more than 20 times per month. This can be conclude that Starbuck has their
25

H
o
w
t
h
e
c
u
s
t
o
m
e
r
s
v
i
c
e
n
S
t
a
r
b
u
c
k
?
2
5
2
0
MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

own attraction which is make the customer make the post-purchase, thats
mean the customers want to buy it again and again.
QUESTION 8:

F
re
q
u
n
c
y

1
5
1
0
5
00H
1
2e
3n
4
o
w
th
e
c
u
s
to
m
rsv
ic
e
S
ta
rb
u
c
k
?5
Frequen
cy

Vali
d

POOR

AVERAGE
GOOD
EXCELLENT
Total

Perce
nt

Valid
Percent

Cumulativ
e Percent

6.0

6.0

6.0

13
20
14
50

26.0
40.0
28.0
100.0

26.0
40.0
28.0
100.0

32.0
72.0
100.0

This question is also useful because we can know how the services that
respondent gets from Starbuck employee. This question can also be reworded with How the server serves in Starbuck Coffee? On the survey

26

D
o
y
u
t
h
i
n
k
S
t
a
r
b
u
c
k
i
s
a
q
u
a
l
i
t
y
p
r
o
d
u
c
t
?
2
5
2
0
MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

research, we can see that customers are rate on good as the services in
Starbuck. This might be because of the workers who serve them very well.
QUESTION 9:

F
re
q
u
n
c
y

1
5
1
0
5
00D
1
2
3
4
5
o
yu
th
in
k
S
ta
rb
u
c
k
is
a
q
u
a
lity
p
ro
d
u
c
t?
Frequen
cy

Vali
d

POOR

AVERAGE
GOOD
EXCELLENT
Total

Perce
nt

Valid
Percen
t

Cumulativ
e Percent

6.0

6.0

6.0

12
20
15
50

24.0
40.0
30.0
100.0

24.0
40.0
30.0
100.0

30.0
70.0
100.0
This question is also

useful because we can know what the quality of Starbuck product is. This
question can also be re-worded with Please rate the Starbuck product
quality? On the quality of Starbuck product, the customers or respondent

27

D
i
d
S
t
a
r
b
u
c
k
s
a
t
i
f
y
o
u
?
2
5
2
0
MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

rate the product as a good product. It can be seen on the graph on the table
above based on the value each of the rate. A quality product can be
performing as the good on the services. When the services are good, the
product quality is going to be good too.
QUSTION 10:

F
re
q
u
n
c
y

1
5
1
0
5
001D
45
id
S
ta
r2b
u
c
k
s
a
ti3fyo
u
?

Vali
d

POOR

AVERAGE
GOOD
EXCELLENT
Total

Frequen
cy

Percen
t

Valid
Percent

Cumulative
Percent

10.0

10.0

10.0

11
20
14
50

22.0
40.0
28.0
100.0

22.0
40.0
28.0
100.0

32.0
72.0
100.0

This question is useful because we can know did the respondent satisfy with
Starbuck or not. This question can also be re-worded with Did Starbuck
fulfills your requirement? On this question, respondent or customers state
28

W
h
a
t
d
o
y
u
t
h
i
n
k
a
b
o
u
t
S
a
r
b
u
c
k
p
r
i
c
e
?
4
0
3
0
MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

that Starbuck really have satisfied them. Satisfying customers involve of all

the aspect of the product, services and other aspects. Starbuck have done it
very well because the majority or the mode of the product satisfying is good.

F
re
q
u
n
c
y

QUESTION 11:

2
0
1
0
00
.5W
1
1
.u
5
2
2
5
3
h
a
td
o
y
th
in
k
a
b
o
u
tS
a
r.b
u
c
k
p
ric
e
?3.5

Vali
d

CHEAP
REASONABLE
EXPENSIVE
Total

Frequen
cy

Percen
t

Valid
Percent

Cumulativ
e Percent

12.0

12.0

12.0

28
16
50

56.0
32.0
100.0

56.0
32.0
100.0

68.0
100.0

This question is also useful because we want to know about Starbuck price
based on respondent opinion. This question can also be re-word with Is
29

D
i
d
y
o
u
h
a
v
e
S
t
a
r
b
u
c
k
m
e
b
e
r
c
a
d
?
5
0
4
0
MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

Starbuck price is expensive or not? We have ask the respondent or the

customers about their opinion in price of Starbuck product, and most of the
people think that the price is reasonable based on their quality and services
of the product.
QUESTION 12:

F
re
q
u
n
c
y

3
0
2
0
1
0
00
.5D
1
1
.
5
2
2
.
5
id
y
o
u
h
a
v
e
S
ta
rb
u
c
k
m
eb
e
rc
a
d
?
Frequenc
y

Vali
d

YES

NO
Tota
l

Percent

Valid
Percent

Cumulativ
e Percent

16

32.0

32.0

32.0

34

68.0

68.0

100.0

50

100.0

100.0
This

question

is

useful because we can know that whether the respondent has Starbuck
member card or not. This question can also be re-worded with Does you
30

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

W
h
a
t
d
o
y
u
t
h
i
n
k
a
b
o
u
t
S
a
r
b
u
c
k
e
n
v
i
r
o
n
m
e
n
t
?
3
0

apply Starbuck membership? Unfortunately, even Starbuck has loyal

customer but most of the customer did not join the member card as their
members. This is maybe because in their opinion becoming non-membership
is more benefit than members.
QUESTION 13:

F
re
q
u
n
c
y

2
0
1
0
0D
IS
T
U
R
B
Ia
N
A
V
E
G
E
P
E
A
E
F
U
L
W
h
tG
d
o
yu
th
in
k
a
b
o
u
tRAS
a
rb
u
c
k
e
n
v
iro
n
m
e
n
tC
?
What do you think about Starbuck environment ?

Vali
d

DISTURBING
AVERAGE
PEACEFUL

Frequen
cy

Percent

Valid
Percent

Cumulativ
e Percent

4.0

4.0

4.0

21
27

42.0
54.0

42.0
54.0

46.0
100.0
31

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

Total

50

100.0

100.0

This question is useful because we can know that whether Starbuck

environment is ok or not. This question can also be re-worded with How is
Starbuck atmosphere? The frequency of people thinks that Starbuck

W
h
a
t
d
o
y
u
p
r
e
f
i
n
S
t
a
r
b
u
c
k
2
5
2
0

environment is peaceful. It can be seen on the graph. Choosing a place is

important because it involve in marketing mix which is consist of product,
price, place and promotion. Starbuck has successfully created a peaceful
atmosphere for people on their restaurant.
QUESTION 14:

F
re
q
u
n
c
y

1
5
1
0
5
00
.51W
.5
2
.5
h
a
t1d
o
yu
p
r2e
fin
S
ta
rb
u
c
k33.5
Vali
d

BEVERAGES
FOOD

Frequen Percen
cy
t
21
42.0
6

12.0

Valid
Percent
42.0

Cumulativ
e Percent
42.0

12.0

54.0
32

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

BOTH
Total

23
50

46.0
100.0

46.0
100.0

100.0

This question is useful because we can know that whether respondent prefer
to eats or drinks at Starbuck. This question can also be re-worded with Do

W
h
a
t
i
s
h
e
m
a
i
n
p
u
r
o
s
e
y
o
u
h
e
r
?
2
5
2
0

you like to eat or drink at Starbuck? Based on the graph, most of customers
prefer to eat and drink at Starbuck. Some people just have beverages on this
kind of restaurant but based on the survey, we conclude that customers
prefer to have food and beverages on Starbuck compare to have a single
beverages or food only.
QUESTION 15:

F
re
q
u
n
c
y

1
5
1
0
5
00W
1
2
3
h
a
tish
e
m
a
in
p
u
ro
s
e
y
o
u
h
e
r4?5

33

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

Vali
d

Cumulati
ve
Percent

Frequen
cy

Percen
t

10.0

10.0

10.0

23

46.0

46.0

56.0

14

28.0

28.0

84.0

8
50

16.0
100.0

16.0
100.0

100.0

STUDY
EATING
BUSINESS
MEETING
HANGOUT
Total

Valid
Percent

This question is useful because we can know what respondent main purpose
is when they visited Starbuck. This question can also be re-worded with
What are you doing at Starbuck? If we look on the main purpose of why
they visit Starbuck, the majority is on eating purpose. Even though Starbuck
is a conducive place to have business meeting and studying but most of the
customer prefer just to eat on the Starbuck restaurant.
QUESTION 16:

Vali
d

YES
NO
Tota
l

Valid
Percent

Cumulati
ve
Percent

Frequen
cy

Perce
nt

15

30.0

30.0

30.0

35

70.0

70.0

100.0

50 100.0

100.0

This question is useful because we want to know whether respondent get

promotion or not. This question can also be re-worded with Do you get any
of Starbuck promotion? Customer rarely get the promotion of Starbuck, this
might be because they are non-member, back to the previous question, most
of the customer is non-members so its hard to them to get the promotion or
34

D
o
f5400te
y
u
o
n
g
e
ta
n
y
o
fS
ta
rb
u
c
k
p
r1
o
m
tiF
o
s
u
c
h
a
s
h
lfp
ric
e
a
tH
p
y
H
o
u
r
o
B
y
G
e
rn
e
1
?
MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

F
re
q
u
n
c
y

3
0
2
0
1
0
0D
0
.o
5
1
.o
5
2
2
.
5
yu
fp
o
tric
e
n
g
e
tH
a
fp
n
y
o
tH
S
a
r1b
u
c
rB
k
p
ty
i1
o
m
o
n
s
u
c
h
a
s
h
G
eF
re1
?lf

the newsfeed of any Starbuck promotion, because likely the promotion is for
the members only.
QUESTION 17:

35

W
h
a
t
d
o
y
u
t
h
i
n
k
a
b
o
u
t
S
a
r
b
u
c
k
m
e
n
u
?
2
5
2
0
MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

F
re
q
u
n
c
y

1
5
1
0
5
00W
1
2
3
4
5
h
a
td
o
yu
th
in
k
a
b
o
u
tS
a
rb
u
c
k
m
e
n
u
?
Frequency Percent

Vali
d

POOR
AVERAGE
GOOD
EXCELLENT
Total

Valid
Percent

Cumulati
ve
Percent

6.0

6.0

6.0

18
16
13
50

36.0
32.0
26.0
100.0

36.0
32.0
26.0
100.0

42.0
74.0
100.0

This question is also useful because we can know what respondent opinion
about Starbuck menu is. This question can also be re-worded with Is
Starbuck menu fulfill your requirement? On the menus, most of the
customers think that Starbuck menus are on the average rate, this might be

36

W
h
a
t
d
o
y
u
t
h
i
n
k
a
b
o
u
t
S
a
r
b
u
c
k
p
a
c
k
g
i
n
a
n
d
b
r
a
n
d
i
g
?
2
5
2
0
MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

the menus is least or not various. They have limited choice on the menus, so
this might be the main reason why the rate is on the average side.
QUESTION 18:

1
5
1
0
5
00W
1
2
3
4
5
h
a
td
o
yu
th
in
k
a
b
u
tiS
a
r?
b
u
c
k
p
a
c
k
g
in
a
n
d
ro
n
d
g

F
re
q
u
n
c
y
Vali
d

Frequen Percent
Valid
Cumulative
cy
Percent
Percent
3
6.0
6.0
6.0

POOR

AVERAGE
GOOD
EXCELLENT
Total

14
18
15
50

28.0
36.0
30.0
100.0

28.0
36.0
30.0
100.0

34.0
70.0
100.0

This question is might useful because we can know whether Starbuck

packaging and branding is good or not. This question can also be re-worded
with What do you think about Starbuck brand? Base on the respondent
majority, we can see that they think that Starbuck have a good packaging
and branding. Its attracting them to buy the product.
QUESTION 19:
37

W
h
a
t
w
s
y
o
u
r
d
e
s
t
i
n
a
o
n
a
f
t
e
r
y
o
u
l
e
f
t
S
a
r
b
u
c
k
?
3
0
MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

2
0
1
0
00
.5
1
1
.
5
2
2
.
5
3
3
.
5
W
h
a
tw
s
y
o
u
rd
e
s
tin
ao
n
a
fte
ry
o
u
le
ftS
a
rb
u
c
k
?

F
re
q
u
n
c
y
Vali
d

HOME

SCHOO
L
OFFICE
Total

Frequen Percen
cy
t
28
56.0

Valid
Percent
56.0

Cumulative
Percent
56.0

4.0

4.0

60.0

20
50

40.0
100.0

40.0
100.0

100.0

This question is useful because we can know what is respondent destination

after they left Starbuck. This question can also be re-worded with Where do
you go after left Starbuck? Most of the customers lead home after they
come to Starbuck. This can be the because of the main purpose of coming to
Starbuck is only to eat, and after eat they left to their own residence.
QUESTION 20:

38

A
p
r
o
x
i
m
a
t
e
l
y
h
o
w
f
a
r
d
i
y
o
u
t
r
a
v
e
l
t
o
v
i
s
t
h
i
s
S
t
a
r
b
u
c
k
2
0
1
5
MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

LESS THAN 3
MILES
4-10 MILES
11-15 MILES
15 MILES AND
ABOVE
Total

F
re
q
u
n
c
y

Vali
d

Frequen Percent
cy
19
38.0

Valid
Cumulativ
Percent
e Percent
38.0
38.0

1
0
5
0A
0r
1
2
3
5
p
o
x
im
a
te
ly
h
o
w
fa
rd
iy
o
u
tra
v
e
lto
v
is
t4h
is
S
ta
rb
u
c
k
13
10
8

26.0
20.0
16.0

26.0
20.0
16.0

50

100.0

100.0

64.0
84.0
100.0

This question is useful because we can know how far Starbuck is from
respondent. This question can also be re-worded with Did Starbuck far from
your residence? The Starbuck customer mostly live nearly to the Starbuck
Coffee which is they only have to travel less than 3 miles to get Starbuck.
But unfortunately Starbuck Coffee is not available in certain state or area, so
they have to travel far away to get the Starbuck if they want for those
customers who live far away from the restaurant.
QUESTION 21:

39

P
l
e
a
s
r
a
t
e
y
o
u
r
S
t
a
r
b
u
c
k
e
x
p
r
i
e
n
c
2
5
2
0

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

F
re
q
u
n
c
y

1
5
1
0
5
00P
1
2
3
4
5
le
a
sra
te
y
o
u
rS
ta
rb
u
c
k
e
x
p
rie
n
c

Vali
d

POOR

AVERAGE
GOOD
EXCELLENT
Total

Frequen
cy
3
13
20
14
50

Percent

6.0

Valid
Percent
6.0

Cumulative
Percent
6.0

26.0
40.0
28.0
100.0

26.0
40.0
28.0
100.0

32.0
72.0
100.0

This question is useful because we can know that what respondent rate
about their experience at Starbuck is. This question can also be re-worded
with What is your rate experience in Starbuck? Based on the customers
experience, they have state that they have a good experience since know
and using the Starbuck product or services. The experience might be
consisting of any event that happened to the customers during them in the
restaurant, and the probability of the customers state that they have a good
and wonderful experience with Starbuck.
QUESTION 22:

40

D
o
y
u
b
e
l
i
v
e
t
h
a
S
t
a
r
b
u
c
k
i
n
v
o
l
e
w
i
t
h
Z
i
o
n
s
m
&
I
s
r
a
e
l
?
5
0
4
0

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

F
re
q
u
n
c
y

3
0
2
0
1
0
00
.5
1
.e
5
2
.5
D
o
yu
b
e
li1v
e
th
aS
ta
rIs
b
u
c
il?
k
n
v
o
le
w
i2th
Z
io
n
s
m
&
41

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

Frequenc
y
Vali
d

YES
NO
Tota
l

Perce
nt

Valid
Percent

Cumulati
ve
Percent

16

32.0

32.0

32.0

34

68.0

68.0

100.0

50

100.0

100.0

This

question

is

useful because we want to know about respondent opinion whether Starbuck

involve with Israel or not. This question can also be re-worded with Do
Starbuck donate to Israel? Toward war that happened to Gaza, Palestine.
The customers or the respondent state that they dont believe that Starbuck
is involve with Zionism & Israel even though that in our personal opinion
Starbuck is involved with Zionism & Israel and some of the profit is
channeled to Israel.
QUESTION 23:

42

A
s
a
h
u
m
a
n
,
w
h
a
t
i
s
y
o
u
r
e
s
p
o
n
d
a
b
o
u
t
w
h
a
t
p
e
n
d
i
n
G
a
z
,
P
a
l
e
s
t
i
n
e
2
0
1
5

F
re
q
u
n
c
y

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

1
0
5
0A
0
1
2
3
4
5
s
a
h
u
m
a
n
,w
h
a
tis
y
o
u
s
p
n
b
o
u
tw
h
a
tp
e
n
d
n
G
a
zr,e
P
a
lo
td
ia
e
Frequency

Vali
d

WE SHOULD BOYCOTT
ANY COMPANY WHO
INVOLVE WITH ZIONISM
& ISRAEL
GIVE MONEY OR
GOODS TO A CHARITY
ORGANIZATION
SEND OUR ARMY TO
HELP THEM THERE
I HAVE NO RESPOND
BECAUSE IT'S NOT
RELATED TO ME OR MY
COUNTRY
Total

Percent

Valid
Percent

Cumulative
Percent

13

26.0

26.0

26.0

17

34.0

34.0

60.0

6.0

6.0

66.0

17

34.0

34.0

100.0

50

100.0

100.0

Finally this question is useful because we want to see respondent respond for
what happened to Gaza. This question can also be re-worded with What is
your action upon war that happened in Gaza? Based on the last graph, the

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MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

question is on as a human being, what their or the customers or the
respondent respond towards what happened in Gaza, Palestine. Most of them
said that we should give money to the charity organization to help Gaza, but
likely the frequency is same as they have no respond because its not
involved with their country.
CONCLUSION AND RECOMMENDATION
From the research that has being made by our group, we can conclude that
Starbuck is a very good company among worldwide or international country.
Many people around the world notice the existence of Starbuck Company. We
also can state that most of the respondent think that Starbuck is in a good
rate, instead of excellent rate. Due to achieve an excellent rate, Starbuck
should make a survey method towards it customer based on what they want
from Starbuck. When Starbuck know what their customers need, they
attempt to achieve an excellent rate in the future. If we can put another
question to the survey form, the question should be like Are you usually eat
at Starbuck or just take away home? In our opinion this question might be
important, it also can know whether respondent love to eat there or just eat
at their own place. Thus this question also can be related to environment of
Starbuck, if the environment is at the best rate, customer usually just wants
to eat there.
REFERENCES

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MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

Oxford Revision Series Principle of Marketing, 2nd Edition (2013), Yusniza
Kamarulzaman.
Starbuck Profile, PDF file format, read on 31th July 2014.
Starbuck Company Timeline, PDF file format, read on 31th July 2014.
Starbuck Award, PDF file format, read on 31th July 2014.
Starbuck Coffee, Lot G-9, G-15, G-16 Ground Floor, Village Mall, Jalan
Legenda 1.visited on 9th September 2014.
http://www.starbucks.com.my/, visited on 31th July 2014.
http://www.starbucks.com/, visited on 31th July 2014.

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MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

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