Ch.4 The marketing Enviornment

Starbucks severs a variety of people everyday. From toddlers who enjoys to eat a vanilla scone to an old lady who drinks her fresh brewed coffee - people of all different ages can be seen at Starbucks.

The company primarily tried to target men and women in the age of 25 - 40 who are well educated, affluent and hip in order to symbolize Starbucks' status of being a high quality brand. Over the years Starbucks realized though that the actual target market is younger and less educated as foreseen. Starbucks consumer are to 45 % adults in the age of 25 - 50 years with relatively high income and professional careers. The coffee house attracts those by their modern design and high class image. 40 % of the customers are young adults in the age of 18 - 25 who are primarily students who use the place to hang out, study, serve online or just gather. Starbucks appeals to young people mostly because of their young and cool visualization that they create through the right promotion such as concentrating on social network and new technologies. Kids and teens are the rest of Starbucks main customers who takes over approximately 15% of the target segment. These customers are mainly attracted to Starbucks milk shakes and pastries. They usually come with their parents or use Starbucks to study or hang out.

Overall, Starbucks represents a diversity of customers whose lifestyle and origin can hardly be classified since the profession does not longer delimit it.