Keywords: target market of starbucks, starbucks focus on group
Starbucks wide open its first caffeine store in Seattle, Washington and at the end of 1990 Starbucks expand its head office in Seattle and also create a new roasting plant. In 1990s Starbucks starts 60 retails outlets in United Kingdom. By the end of 2000s Starbucks total branches was 3500. Coffee is one of the quickly growing industry nowadays. According to national coffee association, USA 49% of American get older 18 and even more drink coffee beverage every day. Coffee industry was in maximum of its success by the end of 1990s. Starbucks purchases and roasts high-quality entire bean coffees and sold them along with fresh brewed coffees, Italian style espresso beverages, gold blended beverages, a various complementary foods, espresso related accessories and equipment.
TARGETED MARKET DURING LAUNCHING
At enough time of Starbucks releasing the target market was upper income school. But during 1990s Starbucks understand that the growth of Starbucks is determined by the center or lower class incomes because these two classes are more enthusiastic and go to the marked down products. Starbucks also concentrate on consumer patterns and talk about its speciality of caffeine with the buyers. In the end of 20th century there are many changes in market that helped Starbucks getting successful. The most important change of the last twenty, thirty years is the changes of economical policies around the world. Starbucks target market was 18 years to 24 years young professional because they are not yet been devoted with coffee industry. Starbucks strategy comprises to find its stores at picky places including the first floor of blocks of office buildings, underground main entry and urban areas. An addition to sales through its company-operated shops and qualified retail procedures, Starbucks sells caffeine and tea products through other stations like distribution targeting restaurants, hotels, universites and colleges and other work places. Starbucks stated goal is to become the leading store and brand of caffeine in each of its goal markets and it aims to achieve this goal through ongoing aggressive extension of Company controlled retail locations.
STARBUCKS STRATEGY
Starbucks take up different kind of technique to build its branding on the market. Starbucks has amounts of capabilities likes market leadership and its own retailers as customers means its locations which means it is the place where customers can relax from work or home and its own supply string management.
To make an effort to keep the coffee taste in the stores clean, Starbucks prohibited smoking and asked employees to refresh from draining perfumes. Ready foods were retained protected so consumer would smell caffeine only rather than other food. Starbucks is culture focused company who introduce new techniques like commuter mugs and Tops in different regions of USA that was in keeping with each city's culture(like peach form espresso mugs for Atlanta Talk about, Paul Revere picture for Boston Talk about and the Statue of Liberty for New york).
To make sure that Starbucks' stores reach the maximum standards, the business used "mystery consumers" who posed as customers and scored each location on number ѕf requirements. Starbucks' internal businesses can be split into two parts: Retail and Specialty. The Retail division is governed directly by Starbucks Organization. The Specialty section includes foodservice, licensing contracts to overseas shops and income from foreign joint projects.
STARBUCKS Seeks AND OBJECTIVES
Starbucks main objective was to kick off itself as the most renowned and respectable brand on the globe. The business main aim was to the growth of its branches all around the globe, to broad its retail business, develop new techniques, product and introduce new distribution programs in order to attain its goals.
The company another aspires was create its brand as a respected brand in caffeine market by offering high quality products, providing better services and build relationship between customers and the Starbucks.
SWOT ANALYSIS
STRENGTHS OF STARBUCKS
- Starbucks is good at taking benefit of opportunities.
- Starbucks is internationally recognized and has a worldwide presence
- Starbucks has strong ethical values.
WEAKNESSES
- Reliable on beverage innovation
- Starbucks 50% business is USA from previous three ages. Starbucks need to multiply its business all over the world to spread its business risk.
- Starbucks would depend on a primary competitive edge, the retail of coffee. It could make them decrease to diversify into other industries should the need arise.
OPPORTUNITIES
- Company has the opportunity to increase its business around the globe
- In 2004 the business created a Compact disc burning up service in their Santa Monica (California USA) cafe with Hewlett Packard, where customers create their own music CD.
THREATS
- Starbucks are increasing the price of coffee and dairy products
- Consumer taste might be change in future. Consumer can replace coffee with other cold beverage or leisure activity.
CONCLUSION
Starbucks is a respected company around the world. Starbucks used a simple strategy, "connecting links between dealing with employees with dignity and respect and producing good product and services. " That was the major factors that distinguish Starbucks from others and bring the successful to Starbucks.
