Starbucks Marketing Strategy
Starbucks Information
Starbucks Target Market and Positioning
One of the key reasons for the company's success has been the successful projection of its stores as venues for socialization between office and work. This strategy provided Starbucks with a large customer base that could use Starbucks stores as a place to meet up or socialize on a recurring basis while not at office or work. This, along with the premise of being a premier specialty coffee brand that is perceived as an affordable luxury allowed Starbucks to charge a premium for its products.
As stated earlier, Starbucks strategy has been to position itself as an upscale brand and differentiate its offerings as being not just coffee products, but rather a rich "experience". This Starbucks "experience" has been the company's selling point. The company initially targeted young college students, social classes, and neighborhoods that would be most receptive to the idea of buying $3 a cup of coffee and spending time with friends at their stores. With rapid growth and expansion, Starbucks target market expanded rapidly to include every individual of every age. The company targeted small towns, rural communities, ethnic neighborhoods, highway rest stops, and even markets already saturated with various coffee shops ("Starbucks Corp: Long-Term Growth Goal Raised To 30,000 Stores World-Wide"). What began as a niche target market eventually came to include consumers from all facets of life.
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Starbucks Information
Starbucks Competitors
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Starbucks Marketing Mix
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