Globalization of Starbucks
Starbucks is one of the largest coffeehouse companies in the wild world, which is started by Jerry Baldwin, Zev Siegl in Seattle’s Pike Place Market by selling premium-roasted coffee. Then Gordon Bowker started the company after gaining motivationfrom Peet’s Coffee. Today, Starbucks is the premier roaster and retailer of specialty coffee around the world which operating in more than 60 countries with about 15000 total stores until now. Regarding of the study results online, lots of consumers think about Starbucks is the third place to spend time beside home and work place. Within just one little store in 1971 in Seattle, Starbucks flourished rapidly as increasing 3 new stores being opened daily in the world.
At the beginning, Starbucks just sell packaged, premium specialty coffees and freshly brewed espresso-style coffee beverages. Along with the development, Starbucks also sell a variety of pastries, teas, coffee beans, ground coffees and other coffee accessories products such as tumblers and Starbucks coffee cups. Since Starbucks’s establishment, there is a sharp growth of its company’s performance. With the unique and high-quality coffee, Starbucks estimated at 32.6% shares in the market up to 2008 according to the Starbucks annual report. It means, every one hundred cups of coffees served per day, one of the coffee brands is Starbucks. Before speaking of the market position of Starbucks, let’s focus on the target market firstly. Starbucks’s target market is diversified which is based on the variety of related products that Starbucks offers. Generally, the target markets can be segmented by the different kinds of Starbucks products, target consumers ages, variety areas, students or working people and so on. Therefore, after determining the target markets, Starbucks Company need to decide the market position it want s to occupy. As we know, market positioning is an effort to effect consumer’s perception of a product or brand, which is even relative to the
At the beginning, Starbucks just sell packaged, premium specialty coffees and freshly brewed espresso-style coffee beverages. Along with the development, Starbucks also sell a variety of pastries, teas, coffee beans, ground coffees and other coffee accessories products such as tumblers and Starbucks coffee cups. Since Starbucks’s establishment, there is a sharp growth of its company’s performance. With the unique and high-quality coffee, Starbucks estimated at 32.6% shares in the market up to 2008 according to the Starbucks annual report. It means, every one hundred cups of coffees served per day, one of the coffee brands is Starbucks. Before speaking of the market position of Starbucks, let’s focus on the target market firstly. Starbucks’s target market is diversified which is based on the variety of related products that Starbucks offers. Generally, the target markets can be segmented by the different kinds of Starbucks products, target consumers ages, variety areas, students or working people and so on. Therefore, after determining the target markets, Starbucks Company need to decide the market position it want s to occupy. As we know, market positioning is an effort to effect consumer’s perception of a product or brand, which is even relative to the