T5 BHAV2204 & BHPR2054

What ONE word describes your perception of Starbucks Malaysia today?
(E.g., expensive, premium, outdated, comfortable, etc.)

WHICH COFFEE BRAND IN YOUR OPINION IS YOUR FAVOURITE?

• ZUS COFFEE

• STARBUCKS

• COFFEE BEAN

• BASK BEAR

• OTHERS (elaborate)

Which word best describes why consumers generally prefer ZUS Coffee over Starbucks?
(e.g., local, cheap, tasty, trendy, digital, convenience, innovative)

Which factor do you believe most significantly contributed to Starbucks Malaysia’s decline in 2023–2024?

• A. Premium pricing amid economic uncertainties

• B. Failure to localize flavors and offerings

• C. The political boycott movement

• D. Rapid expansion of local competitors (e.g., ZUS Coffee)

In light of Starbucks offering more frequent discounts and promotions (2023–2024) to regain lost customers, do you think this is an effective or counterproductive approach?

• Yes: It helps drive customers back and increases sales.

• No: It risks cheapening the premium brand image.

Starbucks’ digital marketing strategy has historically been very global and polished. ZUS Coffee used more localized, playful marketing and influencer campaigns. Which approach do you think resonates best with young, urban Malaysian consumers today?

• A. Polished, global brand strategy

• B. Localized, grassroots social media strategy

• C. Neither approach is truly effective anymore (elaborate)

Which “strategy” did ZUS leverage the most effectively in its digital/IMC strategy?

• A. Affordability (mid-priced specialty coffee)

• B. Local flavor and branding (Malaysian identity)

• C. Tech-driven convenience (robust mobile app, e-wallets)

• D. Edgy, meme-driven marketing tone

In groups of 3-4 discuss, if your team were tasked with revitalizing Starbucks Malaysia’s marketing strategy, what would you propose?