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

Question

Quizplus · Accepted Answer

The rise in consumption of hot brewed coffee by millennials is the most important trend to consider when creating a marketing plan for increasing presence in Canadian post-secondary institutions. This is because post-secondary institutions are typically attended by millennials, and their increasing consumption of coffee presents an opportunity for Starbucks to target this demographic.

You Are the Director of Marketing for Starbucks