STARBUCKS

Market Segmentation of Breakfast Foods: Starbucks

[Course Code]

Table of Content

1.INTRODUCTION1

1.1Starbucks1

2.MARKET SEGMENTATION2

2.1Segmentation3

2.2The breakfast foods market4

3.TARGETING5

3.1Marketing Communication6

4.POSITIONING8

4.1Analysis of the breakfast foods market.9

4.2Importance Of Marketing Segmentation Using Analyzing In Breakfast Foods Industry10

4.3Price11

5.CONCLUSION13

6.RECOMMENDATION15

REFERENCE16

Market Analysis of Breakfast Foods: Starbucks

Introduction

The main aim of this report is to explain the principle and importance of market segmentation, using a detailed analysis of the breakfast foods. The main focus of the report is on Starbucks. Starbucks is ranked as the number one Coffee retailer of the world. It consists of more than 9000 coffee shops in different region of the world. The president and CEO of Starbuck is Mr. Howard Shultz. According to the philosophy of Shultz if we value our employees than the employees should value the customer and this philosophy is very effective and help Starbucks towards the success. Starbucks first opened in 1971 and until 1990 the company became the identity of ionic coffee shop in entire America. Starbuck especially focus the youth of America who need be to connected with the world along with their moves and they ddidn't think about the cost.

Starbucks

Starbucks is not any coffee shop. The strategy of Starbucks is focused on the development of Human resource. According to the CEO of Starbucks, We believe in hiring exceptional people who are willing to work for excellent results. (Starbucks Annual Report, 2007). This commitment shows the development strategy of Starbucks. Starbucks wants to create social environment and improve human experience. Its vision is to make Starbucks, the favorite place for coffee, for everyone. Starbucks is committed to achieve customer satisfaction through employee satisfaction.

Market segmentation

Starbucks is a company that embraces diversity, not limiting themselves to one specific demographic, behavioral, or geographic segment. Individuals appreciate how, regardless of any little difference, at Starbucks they are always treated as equals. Most adults are very open-minded that is why they are considered as good target market. The company promotes minorities and women who own businesses. Company works to encourage diversity and thus set new goals to create more inclusive businesses. This strategy helps to increase the feeling among all their customers that they are valued (starbucks.com). Adults likes to see companies embraces all groups because in that way their children will be prepared to be part of the global community. On the otherhand, people of diverse backgrounds will have to learn to work together to promote greater harmony in the world.

Starbucks advertising is under a heavy sensitivity review, which refers to the idea that any offensive material will be altered to avoid upsetting certain ethnic, racial, religious,or youth groups and other aspects that could turn customers away from Starbucks(starbucks.com). Adults have strong opinions regarding a large variety of issues, such as religion, race, age, money, and politics, and there are many things that could be potentially upsetting to various communities. This review is highly important because it prevents customers from becoming angered, and thereby avoiding negative publicity. The advertising may be for adults but it must remain child-and-minority-friendly. The sensitivity review works to keep customers coming ...