As a customer I interact regularly with Starbucks. I regularly visit the nearest shop to have a cup of coffee. The reason why I choose to be visiting Starbucks is that they serve whole grain coffee which is my favourite. The company also serves a variety of snacks giving me a wide variety to choose from. In addition, the company has established shops all over the country making it easy to access their products wherever you are. When I am travelling, I am assured of finding a starbucks shop in my destination.
Based on my interaction with Starbucks and research, Starbucks engages in marketing research. The company has a website http://mystarbucksidea.force.com/ where customers can provide their ideas and opinions. In the website, customers have a chance to provide their ideas on products, experience and involvement. Through customers ideas, the company is able to improve on the products and services thus attracting more customers. Again, through implementing the customers ideas, the company retains customers and regains lost customers.
The company uses the primary research to collect information about the needs of the customers. Through the ideas generated by customers, the company is able to find answers to specific questions for a specific purpose. Data is collected through an online forum where people can air their views. There are structured but open ended questions on the site. This practice is effective in that it enables the company to know what the customers want and how they feel. In addition, they ideas are not limited to specific answers. Customers can comment about anything in their own words. This practice has been very effective for the company has grown over the years.
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