Starbucks Marketing Strategies

MARKETING

INTRODUCTION
• The presentation deals with the discussion on Starbucks corporation and
its marketing strategies.
• In order to make marketing strategies, the company has to analyse
various factors and also the other environmental factors in which they
operates.
• External factors need to be considered while forming a marketing
strategy.
• A marketing manager have undertaken SWOT analysis so that he can
recognise the deficiencies and the potential opportunities in the
environment.

STARBUCKS
• Starbucks is one of the biggest coffee
retailer`s in the world.
• In 1982, Starbucks corporation started
growing and opened its five more stores
(Starbucks, 2010).
• Now, Starbucks is operating more than
10000 coffee shops in around 30
countries (Starbucks, 2010).
• The company is maintaining a
considerable revenue where it earned
22.387 billion in 2017 and it increased
from 2016.

MARKET SEGMENTATION
• For Starbucks, the market segmentation is based on
demographics such as age groups. For example-
people in between 25 to 40 years with high income
and other group can be 18 to 24 years of age who
are students and belongs to both upper middle and
rich families (Wu, 2017).
• Psychographic segmentation reveals that the
customers who belong to the upper-middle especially
college students.
• From the targeting point of view, Starbucks targets
broader public through segment and mass marketing.
• Here is a layout which shows how Starbucks positions
its product in the market.
(Source: De Gruyter,
2015)