A 3 page paper that discusses a hypothetical scenario wherein Starbucks offers freshly-squeezed fruit and vegetable juices. The paper provides a brief background about the company and explains the proposal for juice. The writer discusses market research, including the target market for this product and explains how marketing research will be conducted. Bibliography lists 7 sources.
Name of Research Paper File: ME12_PGsrjuc9.rtf
Unformatted Sample Text from the Research Paper:
2006). Despite its problems Starbucks is still the largest retail specialty coffee company in the world (Bramhall, 2009). The company has more than 16,000 stores across 35 countries (Bramhall, 2009).
Besides selling coffee drinks, like latte, espresso, etc. and coffee beans, the stores offer tea and different food items (Bramhall, 2009). Today, one can find Starbucks coffee beans in their
grocery stores (Bramhall, 2009). In 2008, Starbucks introduced hot chocolate on their menu (James, 2008). Revenues for 2009 totaled (mil) $10,393.0 (Bramhall, 2009). After losing its way with strange diversifications
of products, Schultz came out of retirement and took the helm again. He designed a Transformation Agenda and started making changes to bring Starbucks mission and operations back in line
with each other. Part of that plan was to bring back the entrepreneurial spirit that was such a strong part of the companys culture. Starbucks mission is written as: To
inspire and nurture the human spirit- one person, one cup, and one neighborhood at a time" (Starbucks, Mission, 2009). The company also has an environmental mission: Starbucks is committed to
a role of environmental leadership in all facets of our business" (Starbucks, Mission, 2009). The company is now back on track. Scenario The proposal is for Starbucks
to begin offering freshly=squeezed juice from local produce farms. These include both fruit and vegetable juices. The societys attitude today is on healthy choices and it is also on supporting
local businesses. Many people are very interested in patronizing local farms. A number of restaurants in different regions already either have a produce farm themselves or they purchase from local
farmers. So, the idea has already been tested with successful results. Starbucks has been negatively impacted by the weak economy and it needs to expand into different products targeting different