Starbucks Target Market:
Although Starbucks says they do not have any specific target markets and that their products are merely for people who want to take a break from their daily break routine or for those who want a caffeine stimulant, they do keep their primary focus on the Mature Adult aged group.
Starbucks hold approximately 33% of the market share for coffee in the United States. Starbucks sells almost as much coffee as does fast food restraunts and convenient stores do combined due to a large bulk of coffee confumers in the cities or large suburban areas. Starbucks has been able to gain such a large share of the market by catering specifically to a well defined target audience.
Starbucks’ primary target market is men and women ...view middle of the document...
Starbucks positions itself as a place college students can hang out, study, write term papers and meet people. Starbucks appeals to this consumer directly through introducing technology as soon as it comes available, focusing on social networking and actively cultivating a “cool” image. An example of this would be the access to free Wi-Fi. The young adult audience grows at a rate of 4.6% each year.
Kids and Teens
Kids and teens are also a large part of Starbucks’ target audience. Together, customers age 13 to 17 account for just 2% of Starbucks’ sales, but most items for kids are purchased by the parents. Whether the focus is on the steamed milk that Starbucks’ baristas refer to as “babyccinos” or the sugary, caffeinated, whipped cream topped coffee drinks that are so popular with teenagers, kids and teens form a large part of Starbucks business. Kids go there with their parents; both mother and child leave with cup in hand. Teens meanwhile use Starbucks as a place to hang out with friends or study. Starbucks may not cater directly to kids (and risk criticism about the high calorie and caffeine content of some of its drinks) but it does make its products kid-friendly, offering special child sizes for instance.
Specialty coffee drinks account for around 75% of Starbucks’ sales, but an increasing amount of its business is centered on selling whole bean coffees and merchandise. Starbucks has made its coffees available for direct order online, in supermarkets and offered select food service outlets the chance to carry Starbucks’ family of coffee, including Starbucks brand, Seattle’s Best and Starbucks VIA. These products give consumers a chance to have the “Starbucks’ experience” at home, and it is an area that Starbucks is pushing.