You are the Director of Marketing for Starbucks. You are doing an environmental scan to help you create a three-year marketing plan for the Canadian market. Which of the following environmental trends should you consider the MOST important?

Question

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As the Director of Marketing for Starbucks, the most important trend to consider would be the falling coffee consumption rate in Canada. This trend could potentially have a negative impact on Starbucks' sales and market share, making it a critical consideration for the marketing plan. The rise in dual-income couples and the growth of video bloggers may also be important to consider, but they are not as directly linked to Starbucks' core products as coffee consumption rates. The trend of robotics may be important to the business overall, but it is not as relevant for a marketing plan focused on the Canadian market.

You Are the Director of Marketing for Starbucks