starbucks and japan

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STARBUCKS AND JAPAN ‘I think that the largest challenge we face, is the availability and accuracy of data.’ Discuss. Starbuck’s was first established in 1995 as there was a joint venture between Sazaby league and Starbuck’s coffee international, to open a store in Japan. Japan is a big country therefore it is difficult to research on the whole country and the potential they have for the coffee market. GIS technology can help access data to a certain extent, it can help retrieve data such as, changes in population, road and rail locations, so they can plan the locations of the stores, however this does not help when trying to segment the coffee market as it does not tell us what age, and what gender drinks more coffee. Although GIS technology is very accurate in helping to locate more stores. Market research could be conducted through the internet, however in 1996 the internet was still not as well developed as it is in today’s world, and therefore the data would not have been as accurate. As Horwat stated “Internationally there is not a countrywide collection of address information.” There are many different systems used for market research, but each system varies. Some do not supply for every market and some may not have clearing houses. Therefore agreeing with the fact that data is difficult to obtain, once obtained it is hard to distinguish whether that data is accurate or not. How would you segment the coffee drinking public in Japan? One segmentation method I would use for the coffee drinking public in Japan is demographic segmentation. Age is a good example as consumers needs and wants change with age. When research was carried out by Euromonitor they found many females aged 25 to 39 are main consumers of coffee, whereas 15 to 18 year olds would prefer something more exciting such as a fruity cold drink. Income is also another

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