Starbucks La Rochelle

Topics: Coffee, Drink, McDonald's Pages: 5 (424 words) Published: November 19, 2013

Introduction ………………………………………………………………………………2 History and background ………………………………………………………………….3-4 Part 1: The Proposal
Problem definition ………………………………………………………………………..4-7 Objectives…………………………………………………………………………………7 Competitors on market …………………………………………………………………...8 Summary…………………………………………………………………………………..9 Methodology

Data collection…………………………………………………………………….10-12 Sampling…………………………………………………………………………..13-14 Weighting…………………………………………………………………………14-15 Schedule…………………………………………………………………………………..16 Part 2: Survey Tools

Questionnaire Structure justification …………………………………………………….17-19 Questionnaire …………………………………………………………………………….20-23 Part 3: Analysis of data
Analysis…………………………………………………………………………………...24-30 Conclusion………………………………………………………………………………..31-32 Appendix
Collage…………………………………………………………………………….34 References………………………………………………………………………...35 Tabulations

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Among them, 73% of people who have already been to a Starbucks coffee are between 18-25 years old.
64% of people who’ve been to Starbucks are non-working persons, considering that around 90% of our non-working are students.

! First of all, it shows the popularity of Starbucks among young people, the power of attraction on young persons.
! Then, we can infer that it is not so expensive that it was expected for students, since we notice that the customers who visit the most Starbucks are students or at least young people.

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Our competitors

27% of the overall respondents visit the Sweet Coffee Shop and 14% the Columbus Café. Columbus and Sweet Coffee Shop are the places where people go the most to drink their beverages. So, it would be our main competitors, whereas our secondary research made us think that McDonald’s would be the main. We think that the poor quality of coffee at McDonald’s will justify the low rate of response for this fast-food restaurant in this survey. Besides, there is not a real McCafé in La Rochelle, which specially serves different types of coffees and pastries.

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Our survey demonstrated that coffee is the beverage the most drank by both male and female and a majority of students.
57% of the interviewees drink coffee.
Among them, 50.9% of people drinking coffee are non-working persons (students), 15.8% take part of Liberal Professions and senior executive, 10.5% of Middle ranking executive and another 10.5% of employees. They drink at least few times a week, or maybe everyday coffee.

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If a Starbucks coffee would open in La Rochelle, would you go there? If a Starbucks coffee would open in La Rochelle 89% of the interviewees would go there.

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