But during 1990s Starbucks realise that the growth of Starbucks depends on the middle or lower class incomes because these two classes are more motivated and go to the discounted products. At the time of Starbucks launching the target market was upper income class. - Competitor Orientation STRENGTH According to Pinsen (2008), a target market consists of a set of buyers with common characteristics or … Those men and women account for 49 percent of Starbuck’s total business. It is easy to mitigate that people all over these countries must be Starbucks' target audience. Understanding the customer and how they behave is at the heart of marketing research (Aaker, Kumar, & Day, 2007). The market of instant coffee is approximately $ 17 billion. Children and teenagers ages 7 to 12 years old are also a large group of Starbucks ' target audience and they make up about 2% of Starbucks ' sales. - Marketing Strategy 10/30/2019 Starbucks Coffee Segmentation and Target Market Essay Example 2/10 Executive Summary Starbucks is the leading roaster and retailer for the specialty of co±ee brand in the world. External analysis is focusing on the Opportunities and Threats. Therefore, it can easily design their retention program or reward that suitable to the company and customer. Over the past ten years, Starbucks has grown from less than a thousand to thirteen thousand stores and more and as thus this has brought about a dilution in the eminence of the Starbucks experience. 16858 cafes now work in 50 countries, including more than 12,700 in the United States, Canada and the United Kingdom (Schofield, 2008). Customer analysis is an important and critical section in the company business plan or marketing plan. - Production Orientation 2.0 STRATEGY IDENTIFICATION 4 Strengths 2.13 Place 5 Starbucks has been very careful about its target market because for the last decade the consumption of coffee has been decreasing (Starbucks, 2016). It has opened up over 7,500 stores all over the world. Primary (and Secondary) Target Markets Primary target market Starbucks ’ primary target market is men and women ages 25 to 40. Starbucks positions itself as a place college student can hang out, study, write papers, and meet people. Starbucks - Segmentation and Target Market Paper Company History Starbucks Corporation is the largest coffeehouse company in the world. Starbucks primary target market are men and women aged 25 to 40. In this commercial, a Starbucks employee discusses how the new light and citrusy flavor of this coffee will help connect to customers they, with a growing potential market of premium tea stores that emerging in the US market. - Fixing Marketing Target Starbucks has more than 28,000 stores in 75 countries. In the beginning they were known for selling whole bean and ground coffee. It has a target market in each age segment whether its adults, young adults or kids and teens. • Dependent on U.S. sales But, their main target is office worker in middle and upper class who want “third home”. associated with certain social media trends. 4.11 Segmentation 14 As it continues to expand, it encounters di±erent types of new product markets, with new customers demanding appealing and unique products. 2.13 Promotion 5 Firstly, Starbucks provide a wide variety of drinks, ranging from its traditional brew of coffee (includes café latte, vanilla latte, hazelnut latte, caramel macchiato, café mocha, and cappuccino) to specialty Taiwanese…, Starbucks is also a place where college students may come and hang out, meeting new people, and study and do their work. • Heavily dependent on the coffee bean and the price of the bean Starbucks has a variety of products such as hot chocolate milk and many snacks that cater to those young children. Starbucks has positioned themselves in the market as a highly reputed brand (Kotler and Armstrong, 2006). • Negative publicity on treating farmers poorly Now, the company does not stick to coffee and coffee products only, but cater to some refreshments and entertainment sector projects, his brand of music. The above quote identifies Cataracts market segment as men and women 25-40. In this case Starbucks has planned his positioning in such a way that it distinguish their products from competing brands and give them the greatest strategic advantage in … Starbucks has been extremely cautious on its target markets. Starbucks appeal to their consumer base through current and modern decore that is dependable in its displaying and design and working to keep its products relevant. Starbucks positions itself as a place college students can hang out, study, write term papers and meet people. The analysis is using to identify the target customer, make the strategic and ascertains the needs of these customers, and specifies the product that satisfies these needs. 4.13 Differentiation, Detailed Explanation of SWOT Analysis - Marketing Controlling Starbucks has a strong brand reputation associated with quality coffee and excellent customer service. Their service and coffee was highly appreciated and well enjoyed by customers. Starbucks Corporation Report contains a full analysis of Starbucks segmentation, targeting and positioning and Starbucks marketing strategy in general. This paper critically analyzes Starbucks’ type of business, the target markets and the qualitative or quantitative characteristics that define the targets. Target Marketing for young adults (aged 18-24) Starbucks target this group through the growth of technology and innovative ideas. The primary target audience was found by evaluating information from focusing in on those that drink ground pre-packaged coffee in the home. Starbucks continues to strive to reach more people by creating new products such as Blonde Roast coffee, introduced in the “Blonde is Beautiful” commercial.  Cost to Starbucks of adopting a marketing approach 3.22 Economic 10 So, I searched about marketing strategies of Starbucks and am going to write about it concentrating upon market segmentation, target, and positioning in order. Starbucks tries to reach out to their younger audience with the intention to create a positive perception, which grows at about 4.6% each year. The companies normally segment the market into demographics, geographic, psychographics, and behavioral things. - Marketing & Environment Analysis ... Base on the information Starbucks can easily identified their market segment and target their market. “Third home”, it is concept created by Starbucks. 3.24 Technological 11 This unique idea comes up because Starbucks understand consumer needs and wants. Starbucks is the largest coffee company. Looking forward, Starbucks intends to continue to expand growing their company even more (“Starbucks Company Profile,” 2015). • High use of Technology for Convenience to Customers Weaknesses: • Sound Financial Records • Expansion into emerging. They account for almost half, 49 percent, of their total business. The case will emphasize the marketing strategies and the options of growing globally, that aimed to different global market and make different success of the different market with diversified productions. These female customers were well-educated, white collar patrons. Over time Starbucks expanded its target market to include ethnic communities as well as rural neighborhoods. - Marketing Mix Also, it will include Starbucks positioning strategy, as well as what differentiates this company from its competitors. Starbucks segmentation, targeting and positioning. • High amount of Employee Benefits “Cataracts holds around 33% of the market share for coffee in the U. S…. Target market Since 1960’s, consumption of coffee in the U.S. has been trending down.  Benefits to Starbucks of adopting a marketing approach. Starbucks Target Market Analysis Essay 976 Words | 4 Pages The hybrid distribution channels enable the company to maximize its market share. Starbucks attracts various generations from teenager to senior citizen. another target audience is women 20 to 45. 1.0 INTRODUCTION 3 And in a span of 19 years, their business grew tremendously and they had opened almost 5 branches…, For Starbucks in Taiwan, they are targeting the high to middle income earners, those who appreciate high quality drinks in a comfortable place. Strengths: Targeted market The, Customer Analysis When Starbucks started out, their key target market was female clients between the ages of 25 and 44. The primary target market of Starbucks consists of men and women aged between 25 to 40 years from urban areas and usually with high incomes. 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