Starbucks Marketing Mix

Assignment No.1(Individual)

Capital University of Economics and Business
BTEC center

Unit Name: Quantitative Techniques for Business
Unit Code: 20746P
Unit level: H1
Unit Tutor: Lili Kang
Student Name: Lan Ma
Date of issue: Sep 3rd, 2007
Date of submission: Sep 25th, 2007

Content:

Abstract u Literature review-----------------------------------------3
Introduction
u Company Name £ºStarbucks Coffee-------------------3 u Background ------------------------------------------------4
Data description u Primary Data-----------------------------------------------5 u Secondary Data -------------------------------------------5 u Description ------------------------------------------------7
Result
----------------------------------------------------8
Reason for the investigation result
----------------------------------------------------8
Conclusion --------------------------------------------------------10
Reference
------------------------------------------------------11
Questionnaire
------------------------------------------------------12 l Abstract
This paper aimed to investigate customer¡¯s reaction for Starbucks Coffee¡¯s reform.
Recently, to be a company which has huge brand loyalty, Starbucks Coffee in China (SCC) held a large-scale reform to reduce the cost, rising the merchandise price. And it¡¯s object is to expand it¡¯s large scale cautiously. (http://www.businss.sohu.com)
Through an investigation which visit 120customers in the ¡®¡®Starbucks Coffee of Top Electronics City ¡¯¡¯ during 3 hours. We found that this great reform didn¡¯t reduce its brand loyalty. In fact, it will get success of launching more stores in china.

² Literature review
We find the literature review from>. ¡°Cost control and better service can let customer gain more interests, increasing the satisfaction of customer, and the company can