Starbucks Analysis

As such a successful company, Starbucks has mastered the art of appeal. According to the Starbucks Coffee Marketing Plan 2010, the target market for Starbucks is young professionals. 40% of Starbucks’ market is composed of individuals ages 18-24, while 49% of the market is a 25-40 year old population. Rolling Stone, where Starbucks chose to publish this ad fits well with this target audience. Rolling Stone focuses on politics and pop culture, aiming to appeal to younger adults with 52% of their market between the ages of 18-34.

Stealing is defined as: “Taking (another person's property) without permission or legal right and without intending to return it.” During my tenure of employment at Starbucks, I took the drinks that Starbucks had trusted me with as a steward of their money and I gave them away for free. This was detrimental to Starbucks as an organization so I could benefit. I learned many lessons through my decisions to give away Starbucks’ resources and Starbucks’ decision to terminate my employment.

Starbucks Corporation, generally known, as Starbucks Coffee is the leading retailer and a brand of world’s forte coffee in the world, with more than 15,000 retail locations in North America, Latin America, Europe, the Middle East and the Pacific Rim, wherever in this world where premium quality coffee is in demand. Starbucks is the largest coffeehouse company in the world ahead of UK rival Costa Coffee, with 20737 stores in 63 countries and territories, including 11910 in the United States, 1496 in China, 1442 in Canada, 1052 in Japan and 772 in the United Kingdom. The first Starbucks was open in 1970. The name was inspired from Herman Melville’s Moby Dick, a definitive American novel regarding the 19th century whaling industry. The nautical name matches seamlessly for a store that imports the world’s finest coffees to the cold thirsty people of Seattle. In May 1998, Starbucks have finally successfully entered the European market through its acquirement of 65 Coffee Company stores initially originated from Seattle in the UK. Both companies shared a common culture, focusing on a great commitment to customized coffee, similar company values and a mutual respect.

The first Starbucks opened in 1971, in Seattle’s historic Pike Place Market. The name, inspired by Moby Dick. Howard Schultz (Starbucks chairman, president and chief executive officer) had first walked into a Starbucks store. “He had a vision to bring the Italian coffeehouse tradition back to the United States. A place for conversation and a sense of community.” A third place between work and home. From the beginning, Starbucks set out to be a different kind of company. One that not only celebrated coffee and the rich tradition, but that also brought a feeling of connection. ("Company Information | Starbucks Coffee

Starbucks is an American company that produces tea, coffee beverages, smoothies, baked goods and sandwiches. It was founded on March 30, 1971 in Seattle, Washington. The founders are Jerry Baldwin, Zev Siegi and Gordon Bowker. Starbucks locations serve hot and cold drinks, whole-bean coffee, micro ground instant coffee called as VIA, Espresso, Caffe Latte and other tea productsStarbucks has more than 22000 retail

Consumer doesn’t choose Starbucks for price but they choose it for high quality product and services and comfortable environment (Liz, 2013).

Starbucks positions itself as a place college students can hang out, study, write term papers and meet people. A Starbucks appeal to this consumer directly through introducing technology as soon as it comes available, focusing on social networking and actively cultivating a “cool” image. The young adult audience grows 4.6 percent each year (O’ Farrell).” However, the majority of the advertising is catered to Adults around the ages of 25 to 40. Adults seem to prefer a pick me up first thing in the morning on their way to work. Most Starbucks today have a drive thru to make it faster to grab and go.

Starbucks, the leader of the Beverage Industry is known by its franchises around the world. Therefore it has known as a global company in Beverage Industry. This part of essay will indicate company’s external environment via PESTEL analysis. To understand how political, economical, social, technological, environmental and legal issues can affect company’s external environment.

a.     Starbucks began in 1971 when three scholars-English teacher Jerry Baldwin-history teacher Zev Siegel, and writer Gordon Bowker- opened a store called Starbucks Coffee, Tea and Spice in the touristy Pikes Place Market in Seattle.

Starbucks’ primary target market is men and women ages 25 to 40. They account for almost half, 49 percent, of their total business. Starbucks’ appeal to this consumer age group through hip, contemporary design that is consistent in its advertising and decor, and working to keep its products current as status symbols. Customers tend to be urbanites with relatively high income, professional careers and a focus on social welfare. This target audience grows at a rate of three percent annually (O’Farrell, n.d.).

Starbucks Coffee Company was founded in 1971, opening its first location in Seattle's Pike Place Market. Starbucks, named after the first mate in Herman Melville's Moby Dick, is the world's leading retailer, roaster and brand of specialty coffee with coffeehouses in North America, Europe, Middle East, Latin America and the Pacific Rim. Worldwide, approximately 33 million customers visit a Starbucks coffeehouse each week.

A competitive market is a group of buyers and sellers of a particular good or service which the individual buyer or seller has no impact on the price of the traded good or service. In the market there are two main systems: demand curve and supply curve. The demand curve shows the relationship between the prices of a good or service that consumers are willing and

Economic Conditions: In a time of inflation when the purchase of nonessential items is down, Starbucks is feeling the effects.

Starbucks dates back from 1971 and is based in Seattle, Washington. The company was founded by Gordon Bowker, Jerry Baldwin and Zev Siegl and it

Starbucks competitors in the coffee beverage sales include 7-Eleven, Dunkin Donuts, Caribou Coffee, McDonald 's, Panera Bread, and Einstein Bagels. Competitors such as McDonald 's and Dunkin Donuts not only