Case Study

 Starbucks
Founder- Gordon Bowker, Jerry Baldwin, Zev siegl

Presented By—Himanshu Sain

MBA 1st Sem.

INTRODUCTION

 Starbucks Corporation is an American

multinational chain of coffeehouses and Roastery
 reserves headquartered in Seattle, Washington.
The company operates in over 30,000 locations in
70 countries worldwide as of early 2020.

•In 2010, the company began its Starbucks Reserve

program for single-origin coffees and high-end
coffee shops. It planned to open 1,000 Reserve
coffee shops by the end of 2017. Starbucks
operates six roasteries with tasting rooms and 43
coffee bars

MARKET STRATEGY
 Starbucks is a premium coffee brand; its
customers are mainly from the upper
economic segment or the upper middle
class and upper class. The brand targets
people who want a peaceful space to drink
coffee and lose stress. These are mostly the
higher wage-earning professionals, business
owners, or other higher-end customers in
the 22-50 age group. People with a fast-
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 moving lifestyle want good quality coffee
and some space to relax after a hectic day.
Starbucks offers all these privileges in a
single place.


 This shows up that their target audience is-

 High-income spenders
 Urban-ish, on the go
 Technology early adopters
 Health-conscious professionals

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  Flexible to change
 Reaching Beyond the storefront

CONCLUSION

Starbucks is leading the market because of

its dominating global presence and
leadership. A consumer’s experience at a
Starbucks location is arguably different from
any other coffee shop because of its
intimate atmosphere, welcoming
environment, and unmatched service. Their
inviting “ideal coffee shop ambience” should
prove to be a sustainable competitive
advantage. Starbucks’ implemented strategy
of retail locations and on-site partnerships
have received greater response rates, giving
them the leading seat within the mature
industry.