Define the problem in the marketing research process

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Marketing Research & Analytics

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. Looking for last-minute assignment help? Grab it now!

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.

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.

Reference no: EM133878593

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