Starbucks 's Marketing Plan For Starbucks Essay

1150 Words5 Pages
A. Many people would assume that Starbucks has reached, or is fairly close to its saturation point. In just about any city, suburb, train station, or college campus, there’s a Starbucks location to meet coffee drinkers needs. With Starbucks expanding, a likely investment would be to continue expansion worldwide. Not only should Starbucks concentrate on expanding its footprint, but also continue to alter its stores. Rather than opening more dine-in restaurants, Starbucks should concentrate on drive-thrus in urban and suburban areas.
In addition, Starbucks is opening up express stores which essentially function as walk-thrus in New York, Boston, and Seattle. This strategy is aimed at increasing the company’s store penetration. With the coffee market continuing to grow, Starbucks must position itself as the most preferred coffee shop. Starbucks has been looking at several Roasteries, which offer different types of coffee experiences such as: pour-over, siphon, clover, specifically roasted Reserve coffees on-site from a scoop bar, and interactive experience with bars and baristas.
Starbucks must continue to target the upper-middle income group, offering the premium Roastery experience but at a lower cost. Additionally, lunch hours, have been the fastest growing segment for a number of years. Improved food offering and fresh food items around bistro boxes and sandwiches have driven Starbucks into the choice of many consumers for lunch. Furthermore, Starbucks nitro cold brew is
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