Starbucks was founded by Jerry Baldwin, Gordon Bowker, and Zev Siegl, opening its rst store in 1971 near the historic Pike Place Market in Seattle. The three Starbucks founders had two things in common: they were all coming from academia, and they all loved coffee and tea. Businesses in the coffee industry are susceptible to many external risks, most of which they are not able to control or even inuence. The list of external threats is long, ranging from vagaries in the weather to ethically sourced coffee, and Starbucks must develop agile strategy to deal with both its internal environment and the external market environment. Starbucks has been a successful company over many decades largely because of its stellar business strategies. The company expertly employs market research to keep its offerings and marketing messaging in line with consumer sentiment. For their market research on dairy substitutes in coffee beverages, Starbucks employed at least these three market research approaches: '1. Cultural trends (the dairy \"problem,\" health conscious consumers, nut allergies} 2. Environmental factors in supply chain management (the almond crop \"problem'} 3. Social media monitoring (word-of-mouth, brand ambassadors) 4. Customer preferences tracking (website customer comments) 5. ln-store product testing Answer the following questions: '1. What kind of research does starbucks employ (Descriptive! Predictive! Combination) Give your opinion on their approach with reasons. ('10 Marks) 2. How effectively can market research and analytics tools help Starbucks nd the future road map in view of the disruptions caused by the pandemic in 2020-21? (10 Marks]