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Target Market Analysis Of Starbucks

2826 words - 11 pages

Introduction
Starbucks Company was established in 1971 with their first store in Western Avenue from that same year to 1976. They started as retailers of ground coffee tea and spices with a single in Seattle’s historic Pike Place Market. Starbucks is named after the first mate in Herman Melville’s Moby Dick and their logo is inspired by the sea-featuring a twin-tailed siren from Greek mythology. Starbucks had always wanted to inspire the human spirit. They believe in serving the best coffee by growing the coffee under quality standards. Starbucks believes rendering good services to customers is very significant to the success of the company. From just a narrow storefront, Starbucks now has more than 20,000 stores in over 60 countries and they offer some of the world’s finest fresh-roasted whole bean coffees. Their coffee houses have become a beacon for coffee lovers everywhere. Starbucks believe that they can elevate their customers, partners, suppliers and neighbours to create positive change. They call their corporate offices “a support centre” for some reasons. They try to make everything they do there to support their retail store partners and make an impact on the communities they serve. They have a research and development team of over 200 people which are responsible for the science behind their great products. They are the innovators of delicious beverages and brewing equipments. They drive the innovations, conduct the research and test products. They have a public affairs, communications and community team of over 50 people who promotes and protects the company’s reputation all around the world. They also have a partner resources team of over 500 people that help their partners all around the world become their very best. Their marketing team consists of over 200 people who developed all the strategies of their customers. They also have a legal team of high professional standard on business ethics. They protect Starbucks and work with business partners to influence change.
Starbucks works with over 18000 stores worldwide to ensure that supplies are always available to their customers. Their team manages more than 85000 delivers per week to retail stores and outlets. In the year 1999, Starbucks started “Grounds for your garden” in order to make their business more environmentally friendlier. This gives leftover coffee grounds to anyone requesting it for composting. They had also operated intentionally at a loss in order to expand and maintain their dominant market position by buying competitors’ leases.
Target Market
Target market is a group of customers a company has decided to aim its marketing efforts and merchandise to. Starbucks target market is mainly adults between the ages of 25-40, these customers accounts for almost half (49%) of starbucks total business. Another group of people that is a target market for starbucks are young adults between the ages of 18-24, these customers account for about 40% of starbucks total business.

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