Starbucks' Market

Introduction: The marketing function will face a number of new and dynamic challenges in the 21st century. Marketing managers must understand consumer preferences, and understand how to develop the appropriate tools and techniques to successfully promote their company's products and services to customers. Marketers will need to develop better ways of reaching specific target markets. Successful marketing programs will recognize customer needs, determine the appropriate media for reaching customers and regularly survey customers to make certain the intended message is being delivered. Starbucks' is a rapidly growing chain of premium coffee shops. Rising to national prominence in the 1990s, Starbucks' now dominates the market niche it occupies.

Starbucks' Target Market: Starbucks' target market is any person and any age. The store offers juices and cocoa for children, creamy blended drinks for those who don't particularly like coffee, and a number of different types of brewed coffee. Starbucks continues to refine and target their product offerings to the changing tastes of consumers. The stores now sell specialty breakfast foods such as scones and muffins as well as a variety of beverages and coffee. The chain's specialty flavors of coffee are popular among American consumers.

Psychographics: Changes in the social and economic structure of the country are resulting in hgiher levels of disposable income and a greater interest in Starbuck products and merchandise. At

Related Essays

Starbucks Marketing Strategy .... Starbucks market basically includes the retail, specialty sales, and direct order market including the use of the Internet and Web site sales in its promotion .... (1607 6 )

Starbucks' Product Strategy .... Starbucks' now dominates the market niche it occupies. Starbucks' Target Market: Starbucks' target market is any person and any age. .... (904 4 )

Environmental Consciousness of Starbucks: Analysis .... with the release of its instant coffee beverage - VIA ReadyBrew - which will be launched in 2009 to bring quality coffee to the mass market (Starbucks, 2009c). .... (1849 7 )

A Competitive Strategy for Starbucks .... Starbucks has been involved in the United Kingdom market only since 1998 and spent a total of 250,000 pounds on advertising there in 2000. .... (1832 7 )

Competitive Strategy and Starbucks .... So Starbucks is in the position of creating a market (just like McDonald's) and now facing the prospect of sharing that market with newcomers, and old .... (1259 5 )

Category: Business - S