Assignment:
Marketing Research Plan
This plan will provide the basis for the extension of the Starbucks Mobile Application and creation of Starbucks Fast Lane membership program. Through conducting primary research and analyzing secondary research Starbucks will determine if this program has the potential to be successful and ultimately revenue generating.
The Product
Starbucks Fast Lane is an extension of the Starbucks Mobile Application that will revolutionize the speed and efficiency of Starbucks. Upon registering for Fast Lane, members will receive a reusable Starbucks tumbler with a personalized barcode that links to the Starbucks Mobile App where the customer can save drink preferences and link to a credit card. Fast Lane members will skip the line and simply scan their barcode and wait for their drink. By eliminating the ordering and paying process busy customers can be in and out in a fraction of the time and Starbucks can serve countless more customers a day. In addition to skipping long lines, Fast Lane members also receive reward points and special promotions.