Starbucks Case Study

Topics: Coffee, Starbucks, Coffee culture Pages: 4 (1300 words) Published: April 17, 2013
“Crafted by hand and heart”
The full-page advertisement in the entertainment weekly magazine boasts a “four-layered masterpiece” describing the hazelnut swirl atop the new Hazelnut Macchiato by Starbucks. The final words we’re left with (there are only 25 words total) are “Crafted by hand and heart.” The ad we’re seeing by Starbucks today is colorfully creamy with espresso blending into the white latte to show a caramel you can’t resist. What is an appeal, suggests Starbucks, is that every barista makes your coffee drink with loving care — from the heart. Location- Starbucks Corporation is an American global coffee company and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 20,891 stores in 62 countries, including 13,279 in the United States, 1,324 in Canada, 989 in Japan, 851 in China, 806 in the United Kingdom, 556 in South Korea, 377 in Mexico, 291 in Taiwan, 206 in the Philippines, 171 in Thailand and 10 in India. Age- Starbucks’ primary target market is men and women aged 25 to 40. They account for almost half (49 percent) of its total business. Young adults, aged 18 to 24, total 40 percent of Starbucks’ sales. Kids and teens are also a large part of Starbucks’ target audience. Together, customers age 13 to 17 account for just 2 percent of Starbucks’ sales, but most items for kids are purchased by the parents. Sex- Starbucks Target market is nine-to-five workers in urban centers and surrounding suburbs, but in general any age, and any person too. Marital status- The emphasis on emotional indicates that this ad is created for all marital status groups. Singles, married couples, couples living together, divorced person, and all have good reason to have crafted by hand and heart. Income- Customers tend to be urbanites with relatively high income, professional careers and a focus on social welfare. Education- Similarly, the as describes a benefit available to person of all...
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