Over a Period of Several Decades,coffee Consumption Declined from 75

Over a period of several decades,coffee consumption declined from 75% of the adult population in 1962 to 49% in 2004.Then,it increased to 56% in 2010.A firm with a good marketing orientation would have

A) found a less volatile product to sell in its business portfolio.
B) invested more money into market research for new product development.
C) changed to a new promotional firm.
D) explored the reasons behind these changes in coffee consumption trends.
E) demoted coffee from being a "star" to a "dog" in its growth-share matrix