StudentShare solutions
Triangle menu

Market Analysis of Starbucks - Research Paper Example

Nobody downloaded yet
Its expansion has been based on foreign direct investment and also acquisitions of rival coffee houses. Starbucks’ success from the late 1990s onward has been to its dedication in providing consumers with a gourmet coffee experience, a means of differentiating the company and also establishing pricing that was higher than industry norms per cup of its products. This high pricing model is supported by advertising and the comparable, tangible quality of its products that continue to satisfy consumers that are willing to pay this extra price for the Starbucks experience. Description of International and Domestic Markets Starbucks does not target specific market groups, rather it has adopted a mass market advertising strategy positioned always on quality compared to competing coffee houses. However, the domestic market consists generally of high income consumers, professionals, and those with above-average household and discretionary income. There are also psychographic elements of Starbucks’ positioning strategies, appealing to those who find ostentatious consumption to be important as it relates to their social reputation. “Beyond signaling of quality, there is some status symbol effect to what coffee you are drinking” (Aronin, Fetterman, Liu & Peng, 2004, p. 3). ...
These two markets make up approximately 10-15% of the American population and are usually associated with white collar career-minded individuals. The international market is scattered and does not fit any specific personality, lifestyle, or income profile. Starbucks operates in collectivist cultures where tradition and family are valued and also individualist countries that promote social self-expression, finding favor in both in terms of profitability and consumer following. In China, marketers for Starbucks stand outside of Starbucks facilities, using a handheld clicker each time they achieve new traffic (Boone & Kurtz). Market research identifies that it is the younger, more fashionable cultures that frequent the organization. In Austria and Canada, it is generally the teens, tourists and young adults that favor Starbucks coffee (Boone & Kurtz). SWOT Analysis of Starbucks To understand the market potential of the company it is necessary to understand where Starbucks excels and where the business is lacking in key areas. Strengths Considerable cash capital that provides opportunities for expansion and a high credit worthiness for lending purposes or foreign investment. Backed by years of quality positioning and quality-focused advertising that has established a well-recognized brand and considerable consumer following. High pricing model that contributes to higher capital growth. In-store innovations such as its Coffee Master program that teaches customers about the subtleties of coffee, referred to as the “cupping ceremony,” similar to wine-tasting seminars (Helm, 2007). Partnerships with foreign coffee producers that express its commitment to corporate social responsibility that gains market attention and loyalty and also ...Show more


RUNNING HEAD: Starbucks Market Analysis Starbucks Market Analysis Miralnd (Ericia) Freeman UOPX Professor Richard Pearl December 9, 2011 Starbucks Market Analysis History of Starbucks Starbucks opened its first coffee hours in 1971, a privately-owned organization founded by Jerry Baldwin, Zev Siegl, and Gordon Bowker…
Author : jherman
Market Analysis of Starbucks
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the research paper on your topic
"Market Analysis of Starbucks"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Business Research and Analysis- design an experiment on starbucks
96) as “the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company,” should be conducted. This is in line with the “product concept” (Kotler and Keller, 2006, p. 15), which assumes that consumers are attracted to better products.
3 pages (750 words) Research Paper
Starbucks Corp: Clouds in Your Coffee Analysis
Like any other business giant, Starbucks also faces many challenges despite the awards it has gained for outstanding service performance. Close analysis of the different challenges Starbucks face points out that the recent financial crisis in America has raised difficulties to Starbucks.
4 pages (1000 words) Research Paper
Starbucks Coffee Company
The result is that people developed a personal and long-term relationship with the brand. a. Based on consumer behaviour (Griffin, 2011: 494-5) The company’s business model has created value out of consumer behaviour. Starbucks was conceptualized as a “third” place between work and home (Jain, 2009: 3) where people could pause after work, talk with friends, listen to music and drink coffee.
4 pages (1000 words) Research Paper
Such are challenges facing one of the leading food retail chains in the United States, Starbucks. Despite Starbucks being a leading retail food chain in the United States, Starbucks has to contend with various challenges in its product life cycle. Although Starbucks, a high quality product provider in the foods industry in the United States is popular among the people, it suffers from the lack of variety in its products.
5 pages (1250 words) Research Paper
Starbucks. Statistics provide a tool for the identification and evaluation of the defects in a particular production process or operation. In order to measure and maintain the quality of a product or service it is important to devise a method of control. In terms of statistics, it is called Statistical Quality Control (SQC) which consists of a set of tools and procedures that allow the evaluation of quality.
4 pages (1000 words) Research Paper
Starbucks Corporation. SWOT Analysis
First store of Starbucks Corporation opened in the year 1971 in Seattle, Washington. Since its establishment with a precise focus on multi-dimensional strategic approach, it has become the world’s foremost retailer of specialty coffee.
3 pages (750 words) Research Paper
Starbucks Marketing
In the early 1990s, Starbucks was selling mainly whole beans. Then it introduced a variety in its products by selling coffee beverages in cups. Quality was focused as the target market was limited. Brand name was starting to build all over North America. Starbucks ensured customer service through their partners.
5 pages (1250 words) Research Paper
Starbucks Corp: Clouds in Your Coffee Analysis
Close analysis of the different challenges Starbucks face points out that the recent financial crisis in America has raised difficulties to Starbucks. Similarly, Starbucks has been facing store closure challenges
4 pages (1000 words) Research Paper
Case Analysis of Starbucks
arted from a humble beginning back in 1987 in US under the leadership of Baldwin, Bowker and Siegel, and now is one of the top international companies that supplies coffee products (Gamble & Thompson, 2013). The company has faced numerous challenges both from internal and
7 pages (1750 words) Research Paper
Starbucks Coffee Marketing Plan
This essay will look at the marketing plan for Starbucks Coffee Company. Starbucks is a leading coffee maker and seller located in the US. Its core aim is to manufacture and sell coffee products. This firm has several outlets in the US and other countries. The company provides products as opposed to services, its marketing strategy is service oriented.
7 pages (1750 words) Research Paper
Comments (0)
Click to create a comment
Let us find you another Research Paper on topic Market Analysis of Starbucks for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
Join us:
Contact Us