The product I have chosen to do is Starbucks. Starbucks started in Seattle offering some of the world’s finest fresh-roasted whole bean coffee. Starbucks has always been a different kind of company. One that not only celebrated coffee and rich tradition, but also brought a feeling of connection. Their mission is to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time. Starbucks first revolutionized the coffeehouse industry by marketing expensive, high-quality coffee as well as a "third place" between work and home - a warm, clean, and inviting environment where customers go to escape the chaos of daily life. Today, with more than 15,000 stores in 50 countries, Starbucks is the premier roaster and retailer of specialty coffee in the world. Starbucks primary target market is men and women aged 25-40. Which accounts for almost half of their total business. “ Starbucks appeals to this consumer age group through hip, contemporary design that is consistent in its advertising and décor, and working to keep its products current as status symbols.” Article by Renee O’Farrell, “Who is Starbucks’ Target Audience?” Young adults aged 18 to 24, total 40 percent of Starbucks sales. Starbucks positions itself as a place college students can hang out, study, write term papers and meet people. “Starbucks appeals to this consumer directly through introducing technology as soon as it comes available, focusing on social networking and actively cultivating a “cool” image.” Article by Renee O’Farrell, “Who is Starbucks’ Target Audience?” When Starbucks first started its competitors were other specialty coffee shops in the United States as well as Second Cup a Canadian franchisor. Now with McDonald’s McCafe the competition has changed for Starbucks. Some of their top competitors are Dunkin Doughnuts, McDonald’s, and Nestle. Starbucks created a loyal customer base due to giving the people somewhere to go in between work and home where they can relax. “Starbucks is reputed to be one of the most uniqueness coffeehouses of the time. No one can possibly compare to the atmosphere and quality of Starbucks.” They also created the sense of a community by each Starbucks helping with not only charities around the world but as well as charities within each community they are a part. People are also attracted by their organic and go green concepts using recycled materials as wel as getting coffee beans from a fair farm. After Starbucks celebrated their 40th anniversary they decided to start getting ready for their next 40 years by first changing their logo which they did by removing the “Starbucks Coffee” from every cup. They wlll also be testing at their home store the idea of serving wine and beer at the stores in order to serve a more night time customer
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