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Starbucks: Just Who Is the Starbucks Customer?

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Vesna Dimovska

on 29 October 2012

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Transcript of Starbucks: Just Who Is the Starbucks Customer?

Just Who Is the Starbucks Customer? Starbucks Using the full spectrum of segmentation variables, describe how Starbucks initially segmented
and targeted the coffee market. Starbucks had made a goal and their initially segment was a Geographic segmentation, Starbucks or Schultz intentions to open 10,000 new stores in just four years and then push Starbucks to 40,000 stores. In 20 years time, Schultz grew the company to almost 17,000 stores in dozens of countries. What changed first—the Starbucks customer or the Starbucks Experience? Explain your
response by discussing the principles of market targeting. I think that Starbucks first changed the typical
costumer that was wealthier, better educated, and more professional than the average American. They had developed identity crisis changing the the target costumer that so far was far more likely to be female than male, most likely Caucasian, and between the ages of 24 and 44 into new breed of customer was less affluent, less educated, and less professional. Based on the segmentation variables, how is Starbucks now segmenting and targeting the
coffee market? Starbucks segmenting now would be typically built around demographics (age, income, gender…), psychographics (lifestyle, personality, values…), geography (city, neighborhood, zip code…), and other personal attribute. Will Starbucks ever return to the revenue and profit growth that it once enjoyed? Why or why
not? Starbucks was crushed by the recession, leaving it with no choice but to initiate morale-thumping layoffs and closing locations. It cut prices. It tweaked menu offerings. It paid the price for saturating the market. underlying health of its business had never been better, despite the challenges of higher costs and a weak economy in my opinion the growth will continue.
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