Business Research Group 1

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Conestoga College *

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1115

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Marketing

Date

Feb 20, 2024

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pptx

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Uploaded by GeneralCrown12709

“Exploring Starbucks' Challenges in International Markets and the Erosion of Quality Standards” (1)Arman Irfan Shaikh (2)Aswathy Ganesh Sindhu (3)Harsh Pravinbhai Joshi (4)Kayode Oyebamiji (5)Manya Narendra (6)Ravleen Randhawa 8951954 8857594 8874016 8819224 8925895 8917887 Group 1 Members Project Topic:

STARBUCKS INTRODUCTION Organization Overview: Starbucks Corporation, founded in 1971 by three partners in Seattle, Washington, has grown into one of the world's leading coffeehouse chains. With a presence in over 80 countries and more than 30,000 stores worldwide, Starbucks is renowned for its high-quality coffee, diverse menu of beverages and snacks, and the unique coffeehouse experience it offers. Product Overview : Starbucks' product range encompasses a wide array of coffee beverages, including espresso- based drinks, brewed coffee, and a variety of teas. In addition, Starbucks offers an assortment of baked goods, sandwiches, and snacks. The company's products are not just beverages; they are an integral part of many people's daily routines, offering a sense of comfort and community.

STARBUCKS TEAM MEMBERS AND THEIR CONTRIBUTION Manya Narendra Defining the research topic, as well as explaining every detail to the participants. Kayode Oyebamiji Creating the approach and research design Aswathy Ganesh Sindhu Data gathering and analysis. Harsh Joshi Putting together the research report Arman Shaikh Analyzing and presenting the findings Ravleen Randhawa Creating the approach and research design

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STARBUCKS RELEVANCE OF SUSTAINABLE PACKAGING • Importance for Starbucks: Sustainable packaging crucial due to the high daily volume of packaging materials. • Objectives: Reduce waste, promote recycling, enhance brand image, and align with Sustainable Development Goal 12. • Global Alignment: Starbucks' commitment aligns with global efforts for eco-friendly practices.

STARBUCKS Focus on UN SDG 12 Goals: Management can enhance efforts to align with UN SDG 12 for a competitive edge and improved global standards. Current Situation: Non-reusable disposable cups contribute to environmental pollution. Problematic Aspect: Growing consumer awareness about single-use plastic waste poses a threat to reputation and brand image. Management's Goal: Aim to reduce carbon, water, and waste footprints by 50% by 2030. THE MANAGEMENT PROBLEM

STARBUCKS Specific Problem: • Challenges in foreign markets. • Degrading quality standards. Important to Investigate: • Consumer preferences. • Starbucks positioning with SDG- 12. • Sustainable adaptation. RESEARCH OBJECTIVE Relevance: • Increase in sales. • Customer satisfaction. • Contribution to achieving SDG-12.

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STARBUCKS LITERATURE REVIEW 1.Traditional Coffee Packaging Impact: 1. Plastic-coated paper cups and disposable plastic lids contribute significantly to global plastic waste. 2. These materials leave a substantial carbon footprint, raising environmental concerns. 3. Overreliance on non-recyclable materials poses a risk of resource depletion. (Varun, Sharma, A. 2016) 2.Sustainable Alternatives and Innovations: 1. Extensive research explores sustainable packaging solutions within the coffee industry. 2. Focus on eco-friendly materials, compostable cups, and innovative reusable packaging concepts. 3. Bioplastics emerge as a promising innovation to reduce the environmental impact of coffee packaging. (Amcor. 2023)

STARBUCKS Consumer Trends: • Consumers prefer brands with a commitment to sustainable and environmentally responsible packaging. • Understanding shifting attitudes is crucial for companies like Starbucks aligning with consumer preferences. Starbucks' Sustainability Initiatives: • Proactive approach to address sustainability concerns. • Initiatives include recycling, ethical coffee sourcing, and reducing water usage. • Starbucks actively tests alternative packaging materials and encourages reusable cup usage. LITERATURE REVIEW – (CONTINUED)

STARBUCKS SDG 12: Focuses on responsible consumption and production. Packaging Significance: Packaging plays a pivotal role in minimizing waste and promoting sustainable practices. Literature Review: Souza (2019) emphasizes that packaging is crucial for reducing the environmental impact of production and consumption. Contribution to SDG 12: Packaging makes a substantial contribution to the pursuit of SDG 12. LITERATURE REVIEW – (CONTINUED)

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STARBUCKS RESEARCH QUESTIONS ON SUSTAINABLE PACKING • How has the environmental footprint of Starbucks been affected by its sustainable packaging? • What opportunities, threats, and challenges did Starbucks face while implementing sustainable packaging? • How did consumer feedback and perceptions help in Starbuck’s sustainable packaging? • How did Starbucks sustainable packaging pose a threat to its competitors? • What are the materials used in Starbucks packaging and what are its technological advancements? • How economically beneficial is Starbucks packaging? • How does Starbucks’ sustainable packaging align with its mission vision and values? • How far did Starbucks go in reducing the wastage in the company? • How can reduce and reuse methodology be used with this sustainable packaging • How well could Starbucks succeed in teaching the customers about the uses of recycling packaging materials?

STARBUCKS TYPE OF STUDY Study Type: Explanatory Utilizing an explanatory study approach for comprehensive understanding. Framework for Improvement: Framework for assessing how Starbucks can enhance its packaging. Targeted Analysis: Pinpointing specific ethnic groups for potential packaging improvements. Quantitative Approach: Relying on quantitative data to measure the impact of sustainable packaging. Customer Retention and Attraction: Assessing the impact on retaining existing customers and attracting new ones

STARBUCKS DATA COLLECTION METHOD Quantitative Approach: 1. Numeric and unchanged data. 2. Commonly used in natural and social sciences for descriptive and explanatory research. 3. Provides reliable and reusable outcomes. 4. Close-ended questions gather numeric data. Questionnaire: 5. Feasible method for data collection. 6. Focus on Starbucks and packaging quality preferences. 7. Standardized questions for all demographic groups and religions. 8. Distributed internationally for diverse perspectives.

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STARBUCKS • Target Population: Consumers. • Sampling Method: Stratified Random Sampling. • Reasons for Stratified Sampling: • Divides the population into sub-groups. • Sub-groups based on geographic location, customer segment, market size. • Random samples taken from each sub- group. • Purpose: • Facilitates comparisons and generalizations across different population segments. • Suitable for: • Quantitative research. • Benefits: • Enables representation of diverse sub- groups within the population sample. SAMPLING DESIGN

STARBUCKS l l e c t i o n p r o c e d u r e s DATA COLLECTION PROCEDURES 1. Discovering Participants: • Identify Starbucks target audience based on locality, functions, and relevant characteristics. 2. Acquire Legal Permission: • Ensure ethical compliance by obtaining approval from regulatory boards. 3. Generate Informed Consent Documents: • Create clear consent forms outlining research goals, methods, risks, and benefits. 4. Approaching Participants: • Engage with Starbucks corporate offices for support and consent. • Staff: Collaborate with HR to emphasize study goals and voluntary participation. • Customers: Seek permission from store management before presenting research details. 5. Acquire Knowledgeable Consent: • Staff: Conduct face-to-face or online sessions, distribute consent forms, and address queries. • Customers: Ensure permission forms and information are easily accessible in the business.

STARBUCKS DATA COLLECTION PROCEDURES 5. Conduct Surveys: • Consider respondent group and choose the best survey management technique. • Use email, channels, paper, or digital alternatives (e.g., QR codes) for distribution. 6. Collection of Data: • Execute the survey, considering peak customer or staff survey sessions or operational hours. • Ensure transparency in queries and guidelines. 7. Verification of Data Quality: • Regularly assess accuracy and completeness of survey replies. • Introduce steps to guarantee accuracy and precision of the data. 8. Debriefing of Participants: • After completing the survey, update participants on research goals and express gratitude for their participation. 9. Assessment of Data and Reporting: • Evaluate gathered data using suitable statistical or qualitative approaches. • Write an extensive summary highlighting important discoveries and conclusions.

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STARBUCKS DATA COLLECTION PROCEDURES Setting: Urban Starbucks locations selected based on diverse consumer preferences and demographics. Researcher Interference: Strategies to minimize prejudice, including non-involvement and minimal engagement for impartial observation. Time Horizon: A three-month study period to capture changes in client behavior over various time frames. Balancing Act: Striking a balance between practical limitations and the need for comprehensive data.

STARBUCKS ETHICAL CONSIDERATIONS Private and Secret Information: • Protect personal data using anonymous codes or IDs. • Ensure confidentiality of participants' information. Active Engagement: • Emphasize optional participation without repercussions. • Participants should feel free to exit at any time. Consent that is Informed: • Obtain informed consent before data collection. • Clearly communicate study goals, methods, and potential risks. Openness: • Clearly convey study aims in an understandable way. • Disclose any connections or funding sources that may influence the study.

STARBUCKS ETHICAL CONSIDERATIONS Courtesy toward Participants: • Treat members with dignity and respect. • Avoid anything that may cause irritation, harm, or discomfort. Information Security: • Protect gathered data from exposure or illegal access. • Use secure transmission and storage techniques. Reduction of Damage: • Prioritize the protection of participants' bodies and minds. • Provide resources if assistance is needed. Observance of Regulations: • Ensure compliance with all relevant legal and ethical requirements. • Obtain necessary approvals from ethical review boards.

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STARBUCKS DATA ANALYSIS: (What will you use as your unit of analysis?) • Unit of Analysis: Consumers are the focal point for our data analysis. • Data Collection Method: Questionnaires are used to gather relevant data. • Objective: Conduct analysis to address and solve the research problem.

STARBUCKS THEMATIC ANALYSIS (How do you intend to analyze your data?) Thematic analysis involves identifying, analyzing, and reporting themes in qualitative data. Focus on elements like materials, sustainability, brand, and design. • Starbucks Focus Areas: • Materials and Sustainability: Eco-friendly products and recycled paper in packaging. • Brands and Design: Prominent green and white logo emphasizes packaging importance. • Communication through Packaging: Packaging includes brewing instructions, nutrition facts, and ingredients. • Packaging Variation: Starbucks varies packaging based on seasons and special events. Analyzed as a cultural or festive expression. • Customer Experience: Positive feedback on environmentally friendly packaging. Packaging tailored to specific products. • Global Adaptation: Packaging adaptation is both global and local in scope. • Social Media Impact: Positive customer comments on Starbucks packaging via social media. • Compliance and Priority: Emphasis on food safety, environmental standards, and legal compliance in packaging.

STARBUCKS REFERENCES: • Starbucks. (2022) Global Environmental && Social Impact Report . https://stories.starbucks.com/uploads/2022/04/Starbucks-2021-Global-Environmental-and-Social-Impact-Report-1.pdf • Research Methodology. (2022, October). Starbucks Corporation Report. https://research-methodology.net/starbucks-corporation-report-4/ • Danielli, F. (2021, December). The role of plastic concerning the sustainable development goals. https://www.sciencedirect.com/science/article/pii/S2666784321000140 • Coffee Lab. (2023, May 4). Coffee packaging and its environmental implications . https://www.eraofwe.com/coffee-lab/en/articles/coffee-packaging-and-its-environmental-implications • Prengaman, P. (2023, September 16). How Starbucks is overhauling its iconic cup. https://time.com/6314978/sustainability-starbucks-cup-overhaul/ • Team, T. (2016, December 5). Starbucks’ Challenges And How It Can Overcome Them . Forbes . https://www.forbes.com/sites/greatspeculations/2016/12/05/starbucks-challenges-and-how-it-can-overcome-them/?sh=532a25854be 9 • Varun, Sharma, A., Nautiyal, H. (2016, November 6). Environmental impacts of packaging materials. https://link.springer.com/chapter/10.1007/978-981-287-913-4_5 • Amcor. (2023, June 8). How Löfbergs coffee switched to more sustainable packaging . https://www.amcor.com/insights/case-studies/revolutionizing-coffee-packaging-sustainable-solutions-coffee-brands • McKinsey & Company. (2021, January 23). Global consumers’ attitudes toward sustainable packaging. https://packaging360.in/casestudies/global-consumers-attitudes-toward-sustainable-packaging/ • Souza, L. C. (2019). SDG 12: Initiatives to reduce the production and consumption of plastics . https://www.2030spotlight.org/en/book/1883/chapter/sdg-12-initiatives-reduce-production-and-consumption-plastics • Pantinople, R., & Pantinople, R. (2022, July 3). Data Analysis Of Starbucks' Global Presence . Data Science Blog. https://nycdatascience.com/blog/student-works/data-analysis-of-starbucks-global-presence/ • Marr, B. (2018, May 28). Starbucks: Using Big Data, Analytics And Artificial Intelligence To Boost Performance . Forbes. https://www.forbes.com/sites/bernardmarr/2018/05/28/starbucks-using-big-data-analytics-and-artificial-intelligence-to-boost-perform ance/?sh=730a63a365cd

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STARBUCKS REFERENCES: • Sekaran, & Bougie. (n.d.). Research methods for business . Retrieved December 11, 2023, from https://reader.texidium.com/dist/#/book/17592?page=229 • Sekaran. (n.d.). Research methods for business . Retrieved December 11, 2023, from https://reader.texidium.com/dist/#/book/17592?page=229

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Business Research Group 1

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