Is an international coffee and coffeehouse chain based in Seattle, Washington, United States.Starbucks is the largest coffeehouse company in the world, with 16,635 stores in 49 countries,including 11,068 in the America, nearly 1,000 in Canada and more than 800 in Japan. Starbuckssells drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, coffee beans,salads, hot and cold sandwiches, pastry, snacks, and items such as mugs and tumblers. Throughthe Starbucks Entertainment division and Hear Music brand, the company also markets books,music, and film.The company has realized that people dont only come for coffee, they come foratmosphere. Starbucks strives to perfect the relationship with the working class by the servicetimely, accurate and friendly as possible.Market segmenting is dividing the market into groups of individual markets with similarwants or needs that a company divides the market into distinct groups who have distinct needs,wants, behavior or who might want different products & services.
The process of segmentationis distinct from targeting (choosing which segments to address) and positioning (designing anappropriate marketing mix for each segment). The overall intent is to identify groups of similarcustomers and potential customers; to prioritize the groups to address; to understand theirbehavior; and to respond with appropriate marketing strategies that satisfy the differentpreferences of each chosen segment.
Starbucks focuses on what it calls its core customers, college educated with an average age of 42. As the children come to an age, they will go to Starbucks because their parents have beendoing so.
Starbucks is listens to the needs of the educated by devoting its business and research bydeveloping ways to cater to this groups needs and wants. Starbucks has positioned itself sothat it keeps customer satisfied from the minute they walk in, to placing an order, to receiving acup of fresh coffee within a timely manner, and finally to either being able to relax and feel athome in the rich ambiance that is offered or moving on with their daily routine.Starbucks aims to inspire and nurture the human spiritStarbucks aims to provide quality coffee in a relaxed atmosphere for those seeking arespite between home and work. Also, since orders are placed much like in an Italian espressobar, grab-and-go consumers can bring coffee and a snack home or to the office. The ambienceand service is the same everywhere. This is the vaulted Starbucks Experience, an elusive halo