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Starbucks in Singapore

Satisfactory Essays

STARBUCKS in SINGAPORE

Abstract.
Starbucks is an International Coffee shop which was initiated in 1971, which is now distributed in various parts of world with nearly 9000 branches all over the world. The Starbucks entry to Singapore was the first initiative for them to get into Asia. The marketing mix were planned and implemented in such a way that they were able to strengthen their position over the targeted market. Although the theories were followed, they had a great issue in reaching the customer because they believed in “push” method of advertising. The below essay explains about this problem in specific and also the remedies to overcome these issues. The “pull” …show more content…

Starbucks is a company which does not restrict themselves with a particular age group, demographic or geographic segment. They created a very strong opinion on adults by their ethical way of advertising. Starbucks position their products over a simple logic, more than the price they are concerned with the quality and the value of the customers. While we see the statistics of Starbucks, their targeted customers are not one single group. They take intense care in marketing their product over certain groups. In the earlier stage of the targeted customers were white collar job people, well educated with the age range of 25-44(Moore). The first targeted customers are obviously the “coffee lovers”, from people who like simple premium coffee to the people who love flavored coffees. Then the next target is students and faculties studying in the universities. The managers and top level people in organizations also like to have a discussion of their business over a coffee. The people who believe to spread the awareness of coffee are always great participants. So, if we see the above groups, the group consists of people of ages from”18-60” (Sharvan Salooja Marketing an Introduction). The above mentioned are the targeted customers, apart from these customers they always make sure that they have their stores in

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