Please read this article and answer on this question;

Coffe.org gives information on the consumption of coffe in TURKEY . the social media search provides information about the consumer's preference and wants of a coffe beverage.

STARBUCKS: Staying Local While Going

Global Through Marketing Research

Named atter the first mate in the novel Moby-Dick, Starbucks is the largest colteehouse company

in the world. As of 2014, it had more than 18,000 stores in over sixty countries. The company's

objective is to establish Starbucks as the most recognized and respected brand in the world. It ex-

pects to achieve this by continuing with rapid expansion of retail stores and growing its specialty

sales and other operations. It will also

continually pursue other opportunities to leverage the

Starbucks brand through new products and new distribution channels that meet consumer needs

determined by marketing research. Over the last two decades, Starbucks has revitalized the collee

industry. The inspiration behind Starbucks was conceived when CEO Howard Schultz visited Italy.

At that time, Starbucks was a coffee companv, and people were verv passionate about the col-

tee, but in Milan, Howard saw the passion around the colteehouse experience. In Milan, Howard

went from one espresso bar to the next and saw how people at the colteehouses knew each other.

These people were getting their daily coffees, but they also were making dally connections With

other people, with the baristas, and with the artistry; the tolks making the drinks were connecting

with Ther

customers and knew them personally. From this experience, Howard recognized that

although Starbucks was vassionate about the coree, it a had the onortunitv to be equaiv das-

sionate about the colfeehouse experience.

Marketing research determined four strategic pillars for expressing the Starbucks brand. The

four pillars are (1) the coffee, which is Starbucks'

toundation and which aves Starbucks its credl-

bility; (2) some of the finest products that are associated with the cottee experience; (3) the warm,

welcoming, and inspiring environment; and (4) community involvement. Even though the coffee

and the products are important, the kev to Starbucks' success has been the latter two. It has de

signed an environment that is warm and welcoming and provides an experience that makes the

companv a part of the community or local culture. It has been able t

re this success by em-

phasizm the Starbucks cuture

Starbucks also draws upon customers for ideas by conducting extensive marketing research

Many of its products and services are a direct result of suggestions from patrons or local emplovees.

Much more than most companies, consumers touch and intluence the corporation. Man innova

tions and retail items resulted directly from customers' feedback obtained by conducting market-

ing research and by suggestions made to the baristas. From customized CD music collections to

sales of sandwiches, gums, and chocolates-all were a result of customer recommendations. Many

stores even offer wireless Internet access in response to customer demand. Through its baristas,

Starbucks found that people were interested in an iced Starbucks drink and a blended Starbucks

drink, and thus the Frappuccino was born--an idea that came from customers and the baristas

rather than cornorate headauarters.

This local connection with customers and the consequent brand bulding have allowed

Starbucks to move into other successtu venues-

-from coffee bean sales at grocery stores lo part

nership with United Airlines, Marriott, Pepsi, Kratt, and others. Starbucks has some of the best cot-

fee in the world, but it was missing from grocery stores, which is where most coffee is purchased.

svndicated data trom The Nielsen Companv showed that grocerv stores seltwo-thirds of the cottee

in the nited States. and Starburks has bpen ahle to pnter this lucrative market+ has also used

partnerships in Other industries to increase revenue.

In the past tew vears. Starbucks has been

aggressively expanding its global footorint bv enter

ing newer markets and strengthening its position in countries in which it already has a presence.

Growing a brand overseas, however, can be different trom doing so 1n Starbucks nome market.

According to Thomas Yang, former senior VP of International Marketing, this ditterence in growth

behavior in different countries can be attributed to Starbucks' different stages of development

in the United States and different parts of the world. In international markets, Starbucks Is at the

brand development and establishment stage, allowing consumers to discover what the brand is

about and what the Starbucks experience is about. In contrast, Starbucks has had a presence in

North America since 1971. In the United States, the Starbucks experience is pretty well-known and

understood, and thus it is in a different stage

Starbucks as been extremely successtul in achieving its objectives. It has been able to main

tain a local feel despite massive growth around the globe. It has done this by

stressing its culture

ana pacing the 1ocus on Its employees ana customers througn markeung research. Starbucks

hopes to continue staying local While going global through marketng research.

Conclusion

Starbucks has gone from a small local coffee startup in the 1970s to the largest coffeehouse com-

pany in the world. This success has largelv been due to the strong connection it has been able to

foster with its consumers and to maintaining a local charm and feel in its stores even as it contin

ues to expand globally at breakneck speed. This strong connection has also enabled Starbucks to

gather useful feedback and marketing research information from customers, leading to the intro

duction or several successtul new products and nenetration into new lobal markers