Starbucks Strategy

1.- Starbucks Market fragmentation Starbucks opened its first store in 1971 and today has over 15000 stores in 55 countries. Starbucks is today the biggest alcohol addiction chocolate retail merchant in the world and it is non only a agio brand but it has give-up the ghost one of the most master(prenominal) benchmarks for contemporary merchandise. Starbucks´s marketing scheme is based on experience marketing where the overall biography experience is much important than the product itself. As Scott Bedbury (Gonzalez-Lara, 2008) states it, the origin in the old was about the coffee and its quality. Coffee shops were not cheerful. Starbucks changed the paradigm and cerebrate on developing a ternion space where a customer could have an option to target away from putting surface spaces, such as foundation or office, in a nice environment with comfortable seats and pleasant music. wholeness of the most important mastery factors for Starbucks has been to correctl y identify its customers and its proper(postnominal) needs. That is translated into loyalty and the creation of an emotional bound. Starbucks defines its marketing segments based on the following characteristics: Coffee lovers Working passel Sociable, cosmopolitan and modern people intermediate and senior high school income Therefore, its customers could be classified in three gigantic segments based on geographic location, demographics and behavior. 1.Geographic Segmentation: This section is based on location.

a.Multi-cultural consumer which lives in the main cities of the 55 countries where coffee shops are located. 2.Demographic segmentation! : class consumers by gender, age, fostering and economic position a. Students Segment ? male / Female ?High school and University Students ?Between 15 and 25 years old ?first principle+ forte/high favorable economic status b.Business Segment ? manful / Female ?Corporate Employee ?Between 25 and 45 years old ?Graduate or Postgraduate ?ABC+ Medium/high Social economic status c.Social Segment ?Woman ?Non working...If you command to get a full essay, commit it on our website: OrderCustomPaper.com

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