Case study: Watching Starbucks?1. In this case study, you can read the four reasons why the look has become a big trend. Why is it important for companies like Starbucks to know the reasons behind this trend? In the case, the author states four reasons why the look has become an important trend: • The fast pace of life and time pressure leave no time for cooking and push people to eat on the go. • People spend a lot more time driving and eating in their cars. • Lack of family life leads to an unstructured life of adolescents, affecting their eating habits. • “Small households generally prepare fewer meals. » In the United States, this figure has risen to 60 percent. It is important for companies like Starbucks to know the reasons behind this trend for the following reasons. First of all, this trend impacts strategic planning. It is crucial to take into account the uncertainties linked to market developments when evaluating the external environment (customers, sector, competitors, etc.) as well as the internal strengths and weaknesses of the company. This trend influences the formulation of company objectives and business strategies. Second, understanding the reasons makes it easier to formulate the marketing strategy. Specifically, the company formulates a marketing concept and builds brand reputation by understanding customer needs. For example, after analyzing customer eating behaviors and finding that only “35% of Americans eat two or fewer “square” meals daily,” Starbucks only sells high-quality coffees along with a variety of pastries and a few sandwiches. in “coffee bars”. considering reasons helps develop a customer-oriented mission (what are we doing now? and visions (what do we want to achieve in the future?). The company tested four Starbucks Coffee locations in the Seattle area, where they served meals However, The cafes were soon closed as customers came to Starbucks to watch rather than eat. Therefore, understanding the reasons for this trend helped identify the organization's vision to remain a “. coffee bar” rather than a Starbucks Coffee. To make the best business and marketing decisions is only possible by acquiring all possible knowledge about the current trends and the reasons behind them.2. Starbucks marketing wants to use the information in this case as input for a strategic marketing plan.a In this case, what information should be part of the customer analysis includes customer attributes, needs, and perceptions? potential for the company. In the case, the author distinguished different customer segments.