Angelo R. Jones
BBA 3201-Priciples of Marketing
Columbia Southern University
Target Market for Starbucks
Starbucks, a coffee bean sales company did not have much of a marketing plan in place at its inception. Based in Seattle Washington the company began to sell coffee beans to espresso bars and upscale restaurants back in 1982. It took 11 years to progress to that level of production, they originally were a local store vendor at Pike Place Market. The director of marketing brought back the espresso bar idea from his travels in Milan. (Company Profile, 2015) The Pacific Northwest was filled with working class men and women that were drawn to the coffeehouse tradition brought in from Italy. The owners and Starbucks team created a concept to “Inspire and nurture the human spirit – one person, one cup, one neighborhood at a time” (Starbucks Corporation, 2016) This demographic of people working class age 25-40 which make up almost 50 percent of its clientele.
The working class person also has the habit of indulging in a fine cup of coffee each day, sometimes two or three times a day. Bloomberg reported that the global consumption of coffee is going to grow by 1.2 percent in the next year compared to the American consumption which is expected to grow by 1.5 percent during the same period. (Lorenzetti, 2016) Coffee is as universal a drink as water, it is consumed all around the world. It is a habit forming regimen performed by all walks of life. Starbucks has stores in England, Malaysia, New Zealand, Taiwan, Philippines, China, Kuwait to name a few of the 22 thousand plus stores. (Starbucks Corporation, 2016) Showing the diversity of cultures have the commonality of enjoying a ni...
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... It requires research, innovation, hard work, and a little luck, the Starbucks Brand is more than just coffee. It’s a simple yet detailed product tailored to meet the consumers need at home, at work, and in between. (Starbucks Corporation, 2016)
Company Profile. (2015, June 12). MarketLine, p. 15.
Lorenzetti, L. (2016). Americans coffe guzzling is pushing bean prices higher. Retrieved from htpp://web.a.ebscohost.com.libraryresources.columbiasouthern.edu/ehost
Miller, R. K. (2014). Coffee Shops. In R. K. Miller, Food and Beverage Market Research Handbook (pp. 183-185).
Starbucks Corporation. (2016, Aug 15). Retrieved from Starbucks.com: http://www.starbucks.com/about-us/company-information/starbucks-company-profile
William D. Perreault, J. J. (2015). Essential of Marketing, A Marketing Strategy Planning Approach (Vol. 14). New York, New York: McGraw Hill.
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