Chapter 4 - The Marketing Environment

Students getting stuck into books at their local Starbucks in PA

Starbucks caters to a wide variety of people all over the world. From kids who enjoy a delicious hot chocolate to the everyday businessman getting his standard medium roast coffee. The company predominantly targets men and women who are in the workforce typically 9 till 5, who are the informed and well off type demographic to represent Starbucks’ standing as a high class label. Starbucks have come to notice it’s not just that particular demographic they are attracting it is also the younger adults that are widely seen in Starbucks Cafes. Approximately 45 percent adults are in the age range of 25 to 50 years with typically higher income proficient careers. Starbucks entices those who with their modern, urban designs and café feel. 40 percent of customers are thee young adults in the age 18 to 25 who are generally students who’ve been see to use it as study using the free facilities such as the Wi-Fi, meet up with friends. The younger generation and Starbucks’ main customers who take over roughly 15% of the target segment who are more or less attracted to Starbucks cabinet food and milkshakes, whom are accompanied by a parent which also use at as place for homework or general chit chat. Moreover Starbucks serves to diverse range of customers whose way of life can really be categorized as ones professional career does not reflect that.