Case 1 Assignment – J2025
Complete the textbook readings for Module 1 and the video on The Marketing Research Process.
Watch this Video: https://youtu.be/_FGUkxn5kZQ?si=1gbWrxM6_9T3Azjw
Based on the premise that marketing research may have helped Starbucks avoid failure in Australia, the task is to apply what you have learned from the textbook (especially Chapter Three: The Marketing Research Process and Defining the Problem and Research Objectives). Imagine you are a Marketing executive at Starbucks and the C-suite is asking you why things are going so poorly for the brand in Australia. You decide marketing research is required to address their questions and take corrective action. Your task is to discuss Steps One, Two, and Three from the Marketing Research Process described in Chapter Three by answering the following questions. You should write the submission as if you are discussing the case for marketing research to your boss. To develop your submission, use what you learn from the video as well as the readings from Module 1 to complete this Case Study.
o As a Marketing executive at Starbucks, you believe that the brand should conduct marketing research to determine why the brand is failing in Australia. Using Step One: Establishing the Need for Marketing Research in the Marketing Research Process as a guide, outline the reasons why you believe marketing research is required before launching the brand in Australia.
o Focusing on Step Two: Define the Problem in the Marketing Research Process, define the problem. What have you recognized as the problem? What is the background to the problem? What are the decision alternatives? Formulate the problem statement.
o Focusing on Step Three: Research Objectives in the Marketing Research Process, outline five to ten research objectives.
Prepare your Case Study using Microsoft Word.
Review the Course Outline under Student Resources, to go over expectations regarding assignment guidelines.
See the Rubric under Student Resources to learn how to earn maximum points.
See Laurie’s Calendar under Student Resources with events and due dates.
Click on “Submit to Dropbox” to submit your assignment.
Please note while you can submit multiple files and submissions, I will only be reviewing the most recent submission and that score will be counted within the grade book.