Market Segmentation of Marriott Hotels
1.0 Introduction
This paper seeks to analyze the role of market segmentation at the Starbucks, which has a number of coffee hangout joints and brands that operate under it.
1.1 Brief History
Starbucks Cooperation is an international retail establishment that specializes in coffee products with the head-quarter in Seattle, US. Starbucks buys high quality coffee beans, processes them and sells them to the licensed coffee houses and stores.
Every day, we go to work hoping to do two things: share great coffee with our friends and help make the world a little better. It was true when the first Starbucks opened in 1971, and it’s just as true today.
Back then, the company was a single store in Seattle’s historic Pike Place Market. From just a narrow storefront, Starbucks offered some of the world’s finest fresh-roasted whole bean coffees. The name, inspired by Moby Dick, evoked the romance of the high seas and the seafaring tradition of the early coffee traders.
In 1981, Howard Schultz (Starbucks chairman, president and chief executive officer) had first walked into a Starbucks store. From his first cup of Sumatra, Howard was drawn into Starbucks and joined a year later.
A year later, in 1983, Howard traveled to Italy and became captivated with Italian coffee bars and the romance of the coffee experience. He had a vision to bring the Italian coffeehouse tradition back to the United States. A place for conversation and a sense of community. A third place between work and home. He left Starbucks for a short period of time to start his own Il Giornale coffeehouses and returned in August 1987 to purchase Starbucks with the help of local investors.
From the beginning, Starbucks set out to be a different kind of company. One that not only celebrated coffee and the rich tradition, but that also brought a feeling of connection.
Our mission to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.
Today, with
This paper seeks to analyze the role of market segmentation at the Starbucks, which has a number of coffee hangout joints and brands that operate under it.
1.1 Brief History
Starbucks Cooperation is an international retail establishment that specializes in coffee products with the head-quarter in Seattle, US. Starbucks buys high quality coffee beans, processes them and sells them to the licensed coffee houses and stores.
Every day, we go to work hoping to do two things: share great coffee with our friends and help make the world a little better. It was true when the first Starbucks opened in 1971, and it’s just as true today.
Back then, the company was a single store in Seattle’s historic Pike Place Market. From just a narrow storefront, Starbucks offered some of the world’s finest fresh-roasted whole bean coffees. The name, inspired by Moby Dick, evoked the romance of the high seas and the seafaring tradition of the early coffee traders.
In 1981, Howard Schultz (Starbucks chairman, president and chief executive officer) had first walked into a Starbucks store. From his first cup of Sumatra, Howard was drawn into Starbucks and joined a year later.
A year later, in 1983, Howard traveled to Italy and became captivated with Italian coffee bars and the romance of the coffee experience. He had a vision to bring the Italian coffeehouse tradition back to the United States. A place for conversation and a sense of community. A third place between work and home. He left Starbucks for a short period of time to start his own Il Giornale coffeehouses and returned in August 1987 to purchase Starbucks with the help of local investors.
From the beginning, Starbucks set out to be a different kind of company. One that not only celebrated coffee and the rich tradition, but that also brought a feeling of connection.
Our mission to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.
Today, with
References: Dibb, S., Simkin, L. (1996), "The Market Segmentation", New York: Routledge Ltd. Kerin, R. (1992), 'Marketing 's contribution to the strategy Dialogue Revisited ', Journal of the Academy of Management science, Vol. 20, Issue. 4, pp. 331-334. Kotler, P., & Armstrong, G. (2006), 'Principles of Marketing ', (11 ed.). New Jersey: Prentice Hall International, Inc. Kotler, P. and Keller, K.L., (2009), "Marketing Management", (13th Ed.). New Jersey: Pearson Education, Inc. Lancaster, Geoffrey A., & Massigham, L., (1993), "Marketing Management", UK: McGrew-Hill International Ltd. McDonald, M. & Dunbar, I. (1998), 'Market Segmentation: How To Do It, How To Profit From It ', 2nd Ed, London: Macmillan Press Ltd. Porter, M. E and Millar, V.E., (1985), 'How Information Gives You a Competitive Advantage ', Harvard Business Review (July-August 1963):149-174. Porter, M. (1998), 'Competitive Advantage: Creating and Sustaining Superior Performance ', 2nd Edition, The Free Press.