Our presentation about: STARBUCKS

Target for Marketing Strategy Plan

 Introduction

• Leading roster and retailer for the

specialty of coffee brand in the
world
• Over 7,500 stores all over the world

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 Market Segmentation

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Market Segmentation

• Socio-economic Segmentation

• Demographically: Educated People

(Students, Office workers)

• Geographically: Near business districts

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 Target Market

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Target Market

• Cautious to its target markets

• Low entry barriers

• Middle-High income workers willing to

purchase premium products

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 Product

• Roasted own coffee

• Frappuccino and non-fat milk
• Seasonal offerings
• Food items (pastries, cookies, salads
& sandwiches)
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 Price

• Expensive products (P100.00 for cheapest brewed

coffee and P185.00 for venti Frappuccino)
• Quality beans
• Efficient and effective training to staff
• Light and professional indoor design

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 Place

• Cluster stores
• Highly visible locations

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 Promotion

• Big community events before opening stores

• T-shirts and traveler’s mug
• Locations before advertising

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 Political

Impacts of political factors in Starbucks

• The main political factor is about sourcing the raw
materials.
• This has gathered a lot of the attention from
politicians in the West and from the source countries.

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 Economic

Impacts of Economic Factors in Starbucks

• The ongoing global economic recession is the prime
external economic driver for Starbucks.
• This has convinced buyers to shift to cheaper
alternatives. As they did not quit buying
coffee,Starbucks should seek an opportunity here.
• The company has to deal with rising labor and
operational costs. The inflationary

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 Socio-Cultural

Impacts of Socio-Cultural Factors in Starbucks

• Starbucks can offer cheaper products, but it might have
to sacrifice the quality. This is the main socio-cultural
challenge that the start-up faces.
• It will expand consumer base to include the buyers
from the lower and the middle-income tiers.

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 Technological
Impacts of Tecnological Factors in Starbucks
• Starbucks is in a good position to enjoy benefits of the emerging
mobile wave. Its partnership with Apple to bring app-based
discount coupons is helping it ride the mobile wave easily.
• The company introduced Wi-Fi capabilities in its outlets already.
Internet is important to the consumers. They can now surf the
web and do work while sipping Starbucks coffee.
• This is an added value to the brand. It enhances the overall
consumer experience.
• Starbucks is also enabling mobile payments.

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 Conclusion

• Starbucks has acquired great reputation over time

for the quality of its products, their flavor and for
unequalled customer service

• Marketing and advertising has resulted in better

sales and increased brand recognition.

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 Recommendation

• Aggressively innovate against imitations

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 Starbucks’ Mission

“
To inspire and nurture the human spirit
– one person, one cup and one

”
neighborhood at a time.

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