Mkt 571 Assignment Wk 3

Segmentation and Target Market
Otilia Gonzalez-Varese
December 8, 2014
Erica Hayes

Segmentation and Target Market
                                          Starbucks Coffee Company
Starbucks first opened its doors to customers in the year 1971.   When it first opened, Starbucks was a single store in Seattle.   The first store was located in Pike Place Market.   The name Starbucks was inspired by Moby Dick and offered some of the freshest quality of coffee beans.   Howard Schultz, chairman, president and chief executive officer was first dawned into Starbucks in 1981, he then joined the company in 1982.   Then in 1983, he traveled to Italy and became fascinated by all their coffee stores and the all the romance behind the coffee experience in Italy.   He immediately had a vision to replicate the same tradition and experience in the United States.   He envisioned a place of sense of community and unity where conversation happens over coffee.   Not too long after joining Starbucks, Mr. Schultz left the company in order to open Giornale Coffeehouses.   He then returned back to Starbucks in the year 1987.   Starbucks mission is to “inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.”   Starbucks has over 21,000 stores in 65 countries.   It is the premier coffee retail store in the whole world (Our Heritage, 2014).
The company’s main target is men and women that are between the ages of 25 to 40 years old, accounting with a 49 percent of its consumers and total business.   Starbucks has been able to appeal to this age group by the use of its contemporary logo that goes hand in hand with its décor and overall advertising. The company is consistent in keeping all its product current as a status symbol.   Starbucks consumers are mainly urban customers that tend to have relatively professional careers, focus on social issues as well as social welfares and that earn high income. It is reported that this particular demographic...