Running Head: TARGET MARKETING 1
TARGET MARKETING: THE STARBUCKS CORPORATION
TARGET MARKETING 2
MARKET SEGMENTATION
Customarily, Starbucks’ marketing segmentation has been divided based upon wealth, education, and profession with an average age of 25-44 years old (Researchomatic, n.d.). Currently, Starbucks’ products are heavily consumed amongst teenagers, young adults, and adults (Chron, n.d.).
Ranging in ages from 13 to 17, teenagers make up a large component of Starbucks’ target market. Although the company does not create products specifically for children, this segment accounts for two percent of the company’s revenue thanks to the procurement of child appropriate products such as hot chocolate or other sugary, caffeinated products by the parents of the teenagers (Chron, n.d.). Starbucks’ locations are also utilized as a meeting place for teenagers to socialize with friends in a safe and fashionable environment.
Consumers ranging in ages 18 to 24 are considered young adults. This segment accounts for forty percent (40%) of the company’s sales (Chron, n.d.). Young adults, typically college students, utilize the brand for its convenient locations to gather with peers to socialize, network, and study. The free WiFi is especially attractive to this segment as it is the generation of social media.
Starbucks’ largest area of focus is its adult segment of men and women ages 25 to 40 years old. This market is credited for creating close to half of the company’s total revenue. While the brand offers an array of products, its biggest advantage is that the products are created under a consistent outline to allow for working adults to enjoy the Starbucks experience at any location
TARGET MARKETING 3
around the world. The average adult consumer typically...