Use of Research
An exploratory secondary research is best suited in the context of identified problem as within this approach, the associated individual or party can explore each and every facet of its activities or practices. The same provides an insight into the fundamental nature of the problem and no or little prior knowledge is required to conduct such researches (Denzin & Lincoln, 2011). Moreover, the same is highly flexible and defines a problem much more accurately and precisely.
To enhance the sales by 40 percent within 2 years of operations in New Zealand
To build a stronger base of customers through enhancing the customer satisfaction level by 50 percent with two years of operations in New Zealand
To establish stronger global recognition and reputation by 200 percent within five years of operations
To reach almost every corners of the world through opening 10 stores more in New Zealand by 2015 and 200 new stores all around the globe by 2018
What advertising and promotional channels or techniques will be best suited for Starbucks in the market of New Zealand?
Which is the most profitable segment of customer or market for Starbucks in the market of New Zealand?
What are other potential areas for refinements and improvements within Starbucks corporate structure and business activities?
Starbucks has been facing a lot of trouble with its operations in New Zealand, mainly because of the ineffective advertising and promotional activities. Thus, it is essential that the management undergoes an exploratory secondary research to efficiently recognize the strengths and opportunities so that the negative impact of the weaknesses and threats can be minimized. It has been estimated that the company will be able to reach its overall targets in desired time period, is heavy investment is made on advertising and promotional techniques.