starbuck

MARKETING RESEARCH ASSIGNMENT : STARBUCK COFFEE

CONTENT

NO TITTLE PAGE

1 PREFACE 2

2 INTRODUCTION 3

3 THE COMPANY

- HISTORY

- 4P’S (PRODUCT, PRICE, PROMOTION, &PLACE)

- HOW STARBUCK OVERCOME PROBLEM

4-17

4 GRAPH AND EXPLAINATION 18-41

5 CONCLUSION AND RECOMMENDATION 41-42

6 REFERENCES 42

7 APPENDIX -

1


PREFACE

لله رب الحمد

, وشفيعنا وحبيبنا سيدنا والمرسلين األنبياء أشرف على والسالم والصالة العالمين

؛ بعد أما الدين يوم الى باءحسان تبعهم ومن أجمعين وصحبه وآله محمد

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

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.

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“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.

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 o’clock 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 o’clock 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

3


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

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 Seattle’s 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 Melville’s 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

4


Republic, Denmark, Egypt, El Salvador, England, Finland, France, 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.

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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 Seattle’s 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 Café 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, Seattle’s 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.

6


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 high-quality 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.

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

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YEAR EVENT

1971 Starbucks opens first store in Seattle’s Pike Place Market.

1982 Howard Schultz joins Starbucks as director of retail operations and marketing.

Starbucks begins providing coffee to fine restaurants and espresso bars.

1983 Howard travels to Italy, where he’s impressed with the popularity of espresso

bars in Milan. He sees the potential to develop a similar coffeehouse culture

in Seattle.

1984 Howard convinces the founders of Starbucks to test the coffeehouse concept

in downtown Seattle, where the first Starbucks® Caffè Latte is served. This

successful experiment is the genesis for a company that Schultz founds in

1985.

1985 Howard founds Il Giornale, offering brewed coffee and espresso beverages

made from Starbucks® coffee beans.

1987 Il Giornale acquires Starbucks assets with the backing of local investors and

changes its name to Starbucks Corporation. Opens in Chicago and Vancouver,

Canada.

Total stores : 17

1988 Offers full health benefits to eligible full- and part-time employees.

Total stores: 33

1989 Total stores: 55

1990 Starbucks expands headquarters in Seattle.

Total stores: 84

1991 Becomes the first privately owned U.S. company to offer a stock option

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program that includes part- time employees.

Opens first licensed airport store at Seattle’s Sea-Tac International Airport.

Total stores: 116

1992 Completes initial public offering (IPO).

Total stores: 165

1993 Opens roasting plant in Kent, Wash.

Announces first two-for-one stock split.

Total stores: 272

1994 Opens first drive-thru location.

Total stores: 425

1995 Begins serving Frappuccino® blended beverages.

Announces second two-for-one stock split.

Opens roasting facility in York, Pa.

Total stores: 677

1996 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

1997 Establishes the Starbucks Foundation.

Opens stores in Philippines.

Total stores: 1,412

1998 Extends the Starbucks brand into grocery channels across the U.S.

Launches Starbucks.com.

9


Opens stores in England, Malaysia, New Zealand, Taiwan and Thailand.

Total stores: 1,886

1999 Acquires Tazo Tea.

Partners with Conservation International to promote sustainable coffee-

growing practices.

Acquires Hear Music, a San Francisco–based music company.

Announces third two-for-one stock split.

Opens stores in China, Kuwait, Lebanon and South Korea.

Total stores: 2,498

2000 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

2001 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

2002 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

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Spain.

Total stores: 5,886

2003 Acquires Seattle Coffee Company, which includes Seattle’s Best Coffee and

Torrefazione Italia coffee.

Opens roasting facilities in Carson Valley, Nev., and Amsterdam,

Netherlands.

Opens stores in Chile, Cyprus, Peru and Turkey.

Total stores: 7,225

2004 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

2005 Acquires Ethos Water.

Announces fifth two-for-one stock split.

Opens stores in Bahamas, Ireland and Jordan.

Total stores: 10,241

2006 Launches the industry’s first paper beverage cup containing post-consumer

recycled fiber.

Opens stores in Brazil and Egypt.


2007 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.

11



2008 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 page.

Opens stores in Argentina, Belgium, Bulgaria, Czech Republic and Portugal.


2009 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.


2010 Expands digital offerings for customers with free unlimited Wi-Fi, Starbucks

Digital Network.

Seattle’s Best Coffee reinvents business strategy to extend brand’s reach.

Opens stores in El Salvador, Hungary and Sweden.


2011 Launches Starbucks® K-Cups® portion packs.

Acquires Evolution Fresh.

Opens stores in Guatemala, Curacao and Morocco.


2012 Introduces Starbucks® Blonde Roast.

Announces Verismo® system by Starbucks premium single-cup espresso

12


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.


2013 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.


2014 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 options with Fizzio™ Handcrafted Sodas

and Teavana® Shaken Iced Teas.

Opens stores in Brunei and Colombia.

Total stores: 20,519 (as of March 30, 2014)

13


4P’S OF STARBUCK (PRODUCT, PRICE, PROMOTION AND PLACE)

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

14


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.

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 here,

what is he or she 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

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Starbuck customers, Starbuck 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.

HOW STARBUCK OVERCOME PROBLEM

16


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 doesn’t

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

not. The boycott only happened in certain of country such as Dearborn, city in Michigan.

Demonstration of boycotting

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.

GRAPH AND EXPLAINATION

17


QUESTION 1:

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid YES 41 82.0 82.0 82.0

NO 9 18.0 18.0 100.0

Total 50 100.0 100.0

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 with “Have you ever try Starbuck

in your life?” Based on the graph above, we can conclude that, most of the respondent have

18

Have you ever eat or drink at Starbuck ?2.521.510.5

Fre

qu

ency

60

50

40

30

20

10

0

Have you ever eat or drink at Starbuck ?

Mean =1.18Std. Dev. =0.388

N =50


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”.

QUESTION 2:

How do you know about Starbuck?3.532.521.510.5

Fre

qu

ency

40

30

20

10

0

How do you know about Starbuck?

Mean =1.64Std. Dev. =0.598

N =50

Frequency PercentValid

PercentCumulative

PercentValid MEDIA 21 42.0 42.0 42.0

RELATIVES 26 52.0 52.0 94.0OTHER 3 6.0 6.0 100.0Total 50 100.0 100.0

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

19


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:

Please state your gender2.521.510.5

Fre

qu

ency

40

30

20

10

0

Please state your gender

Mean =1.56Std. Dev. =0.501

N =50

20


PercentCumulative

PercentValid

MALE22 44.0 44.0 44.0

FEMALE 28 56.0 56.0 100.0Total 50 100.0 100.0


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

QUESTION 4:

What is your races?543210

Fre

qu

en

cy

30

20

10

0

What is your races?

Mean =1.9Std. Dev. =0.735

N =50

21

Frequency Percent Valid PercentCumulative

PercentValid MALAY 14 28.0 28.0 28.0

CHINESE 29 58.0 58.0 86.0INDIAN 5 10.0 10.0 96.0OTHER 2 4.0 4.0 100.0Total 50 100.0 100.0


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 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:

Please indicate your age6543210

Fre

qu

ency

25

20

15

10

5

0

Please indicate your age

Mean =2.44Std. Dev. =0.993

N =50

22


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 the senior citizen. This might be

because of the menus or the product not satisfy their taste which is most of senior citizen prefer

something old fashion.

QUESTION 6:

23Your income level

543210

Fre

qu

ency

20

15

10

5

0

Your income level

Mean =2.36Std. Dev. =1.156

N =50


PercentCumulative

PercentValid UNDER 18 9 18.0 18.0 18.0

18-25 17 34.0 34.0 52.026-35 19 38.0 38.0 90.036-49 3 6.0 6.0 96.050 AND ABOVE 2 4.0 4.0 100.0Total 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 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:

24Including this visit,how many times have you visited any

Starbuck in the last 30 days

6543210

Fre

qu

en

cy

15

10

5

0

Including this visit,how many times have you visited any Starbuck in the last 30 days

Mean =3.34Std. Dev. =1.379

N =50


PercentCumulative

PercentValid LESS THAN

RM100017 34.0 34.0 34.0

RM1000-RM3000 8 16.0 16.0 50.0RM3000-RM4000 15 30.0 30.0 80.0RM5000 AND ABOVE

10 20.0 20.0 100.0

Total 50 100.0 100.0



PercentValid FIRST TIME 7 14.0 14.0 14.0

1-3 TIMES 7 14.0 14.0 28.04-7 TIMES 11 22.0 22.0 50.08-19 TIMES 12 24.0 24.0 74.020 AND ABOVE

13 26.0 26.0 100.0

Total 50 100.0 100.0

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 own attraction which is make

the customer make the post-purchase, that’s mean the customers want to buy it again and again.

QUESTION 8:

25How the customer service in Starbuck ?

543210

Fre

qu

ency

25

20

15

10

5

0

How the customer service in Starbuck ?


N =50Frequency PercentValid

PercentCumulative

PercentValid

POOR3 6.0 6.0 6.0

AVERAGE 13 26.0 26.0 32.0GOOD 20 40.0 40.0 72.0EXCELLENT 14 28.0 28.0 100.0Total 50 100.0 100.0


This question is also useful because we can know how the services that respondent gets from

Starbuck employee. This question can also be re-worded with “How the server serves in

Starbuck Coffee?” On the survey 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:

26

Do you think Starbuck is a quality product ?543210

Fre

qu

ency

25

20

15

10

5

0

Do you think Starbuck is a quality product ?


N =50


PercentCumulative

PercentValid

POOR3 6.0 6.0 6.0



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 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:

27

Did Starbuck satisfy you ?543210

Fre

qu

ency

25

20

15

10

5

0

Did Starbuck satisfy you ?

Mean =2.86Std. Dev. =0.948

N =50


PercentCumulative

PercentValid POOR 5 10.0 10.0 10.0



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 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.

QUESTION 11:

What do you think about Starbuck price?3.532.521.510.5

Fre

qu

ency

40

30

20

10

0

What do you think about Starbuck price?


N =50

28


PercentCumulative

PercentValid CHEAP 6 12.0 12.0 12.0

REASONABLE 28 56.0 56.0 68.0EXPENSIVE 16 32.0 32.0 100.0Total 50 100.0 100.0


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 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:

29

Did you have Starbuck member card ?2.521.510.5

Fre

qu

ency

50

40

30

20

10

0

Did you have Starbuck member card ?

Mean =1.68Std. Dev. =0.471

N =50


PercentCumulative

PercentValid

YES16 32.0 32.0 32.0

NO 34 68.0 68.0 100.0Total 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 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:

What do you think about Starbuck environment ?PEACEFULAVERAGEDISTURBING

Fre

qu

ency

30

20

10

0

What do you think about Starbuck environment ?

What do you think about Starbuck environment ?


Percent

30


Valid

DISTURBING2 4.0 4.0 4.0

AVERAGE 21 42.0 42.0 46.0PEACEFUL 27 54.0 54.0 100.0Total 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 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:

Frequency Percent Valid Cumulative

31

What do you prefer in Starbuck3.532.521.510.5

Fre

qu

ency

25

20

15

10

5

0

What do you prefer in Starbuck

Mean =2.04Std. Dev. =0.947

N =50


Percent PercentValid BEVERAGES 21 42.0 42.0 42.0

FOOD 6 12.0 12.0 54.0BOTH 23 46.0 46.0 100.0Total 50 100.0 100.0

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 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:

What is the main purpose you here?543210

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What is the main purpose you here?


N =50

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PercentCumulative

PercentValid STUDY 5 10.0 10.0 10.0

EATING 23 46.0 46.0 56.0BUSINESS MEETING

14 28.0 28.0 84.0

HANGOUT 8 16.0 16.0 100.0Total 50 100.0 100.0

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:

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Do you often get any of Starbuck promotion such as half price at Happy Hour or Buy 1 Get Free 1?

2.521.510.5

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Do you often get any of Starbuck promotion such as half price at Happy Hour or Buy 1 Get Free 1?


N =50



PercentCumulative

PercentValid YES 15 30.0 30.0 30.0

NO 35 70.0 70.0 100.0Total 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 it’s hard to them to get the promotion or the

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

QUESTION 17:

What do you think about Starbuck menu?543210

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What do you think about Starbuck menu?


N =50

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PercentCumulative



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

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:

35

What do you think about Starbuck packaging and branding ?

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What do you think about Starbuck packaging and branding ?


N =50



PercentCumulative



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. It’s attracting them to buy the product.

QUESTION 19:

36

What was your destination after you left Starbuck ?3.532.521.510.5

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What was your destination after you left Starbuck ?

Mean =1.84Std. Dev. =0.976

N =50


PercentCumulative

PercentValid

HOME28 56.0 56.0 56.0

SCHOOL 2 4.0 4.0 60.0OFFICE 20 40.0 40.0 100.0Total 50 100.0 100.0


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:


PercentValid LESS THAN 3 MILES 19 38.0 38.0 38.0

4-10 MILES 13 26.0 26.0 64.011-15 MILES 10 20.0 20.0 84.015 MILES AND ABOVE

8 16.0 16.0 100.0

Total 50 100.0 100.0

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Approximately how far did you travel to visit this Starbuck543210

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Approximately how far did you travel to visit this Starbuck

Mean =2.14Std. Dev. =1.107

N =50


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:

38

Please rate your Starbuck experience543210

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Please rate your Starbuck experience


N =50



PercentCumulative

PercentValid

POOR3 6.0 6.0 6.0


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 customer’s 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

customer’s state that they have a good and wonderful experience with Starbuck.

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QUESTION 22:

40

Do you believe that Starbuck involve with Zionism & Israel ?

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Do you believe that Starbuck involve with Zionism & Israel ?

Mean =1.68Std. Dev. =0.471

N =50


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 don’t 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:

41

As a human , what is your respond about what happened in Gaza,Palestine

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As a human , what is your respond about what happened in Gaza,Palestine

Mean =2.48Std. Dev. =1.216

N =50


PercentValid

YES16 32.0 32.0 32.0

NO 34 68.0 68.0 100.0Total 50 100.0 100.0



PercentCumulative

PercentValid WE SHOULD BOYCOTT

ANY COMPANY WHO INVOLVE WITH ZIONISM & ISRAEL

13 26.0 26.0 26.0

GIVE MONEY OR GOODS TO A CHARITY ORGANIZATION

17 34.0 34.0 60.0

SEND OUR ARMY TO HELP THEM THERE

3 6.0 6.0 66.0

I HAVE NO RESPOND BECAUSE IT'S NOT RELATED TO ME OR MY COUNTRY

17 34.0 34.0 100.0

Total 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 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 it’s 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.

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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

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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