Consumer Analysis Project

Topics: Starbucks, Coffee, Espresso Pages: 6 (1446 words) Published: October 23, 2010
|Starbucks Coffee Company | |Consumer Analysis Project | | | | | | | | |

Table of Contents

Executive Summery3

1.  Chapter 1: Introduction4

1.1 Company Description4

1.2   Product’s target market segments:4

1.2.1 Demographically4
1.2.2 Psychographically5
1.2.3 Segmentation5

Executive Summery

1.  Chapter 1: Introduction

1.1 Company Description

Starbucks Coffee Company, Starbucks was named after the first mate in Herman Melville’s Moby Dick, Starbuck established their business in 1971 by Howard Schultz with the first store in Seattle's in 1982, Starbucks become a leader coffee retailer market specialize in providing premium coffee brand around the world through more than 15,000 locations across the world serving more than millions of customer during the week through more than their stores in North America, Europe, Middle East, Latin America and the Pacific Rim.

Product portfolio

The main core business in Starbucks is selling coffee and different products beside the coffer, Starbucks is offering different collection of different flavours bean coffees it been selection from different places around the world and in order to serve different kind of people with different age, Starbucks serving different products in addition to their quality coffee, rich-brewed coffees, cold coffee, Tazo teas, different cold sandwiches, Frappuccino juice blended beverages, Italian espressos drinks and salads inside all their stores. Today Starbucks coffee is available to all customers in many major grocery stores across the world.

1.2   Product’s target market segments:

1.2.1 Demographically

Since the population around the world are increasing and I can see many people are addicted to coffee with both genders and diverse ages this give Starbucks a very good position in order to exploit this addiction this why we see a major expansion in Starbucks franchise. Starbucks coffee is so loved and needed that they have reached an over confidence in their ads. Starbucks is targeting a business man & women who need their daily dose of coffee everyday, which without may interfere in their daily work.

Starbucks is considered a “luxury” café, hence targeting the higher middle and lower upper class consumers. That is why Starbucks is mainly located at rich and high class suburbs. The Starbucks store range from a quite, living room scenario to a noisy, busy restaurant serving scenario. Hence we see from this that Starbucks consumers have become diverse. Starbucks main consumers are considered t be those in college. It is because of this reason that we see many Starbucks placed around or even in prestigious college campuses. Starbucks also tries to reach countries with a high population. Although some countries have a high immigration rate and the aging of the population is negative for Starbucks, the constantly growing population could a good stat for it.

1.2.2 Psychographically

Starbucks mostly attacks those whom are young and live lavish life styles. People who don’t mind paying a little extra for something that catches their eye and taste. Retired seniors who are higher educated and modern thinkers. They see Starbucks as a way of regaining some of their...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • consumer behavior final project Essay
  • Essay on Course Project Horizontal Analysis
  • consumer Essay
  • consumer Essay
  • Consumer Analysis Essay
  • Consumer Analysis Essay
  • Consumer Analysis Essay
  • Cornell-Peru Project Case Analysis Essay

Become a StudyMode Member

Sign Up - It's Free