Ch. 4 - The Marketing Environment

Demographic Factors

 

- Tweens(8~12)

     Tweens are the biggest potential customers in the future of all market sections. Therefore, attracting tweens to Starbucks is really important to company's development. Starbucks' best selling product is Coffee. However, coffee isn't allow to children, usually. Caffeine can be hamful to children, so Starbucks has Kid's menu, Apple juice, steamed milk, hot chocolate, and so on. building positive relationship with customer is the most important way of marketing, especially when they are young. If customers have bad attitude to one company, they wouldn't be customers of that company when they grow up.

- Teens

      Teens starts to think about shopping, and their friends are the most powerful effects to teens. If they have to buy somthings, They will ask to their friends. not to their parents. As a result, they need space to talk, access of internet, and something to drink during the conversation.  In addition, Students have light purse, so they are sensitive to price. Therefore, they need to find reasonable price to them. Starbucks coffee shop fits to those conditions.

-20' to 40'    

     Twenties to Thirties are major customer in coffee market. For 20'to 40', coffee is the starter of a day and finisher of a day. For example, if they didn't get breakfast, they would get some drinks during the way of work place or school. In addition, they lives in busy life. They starts to work, so thier finacial status are usually stable. Therefore, they choose a coffee shop as how close to thier school or workplace. In Chapter 2, I found Starbucks' accessiblilty as the 'Strength' of Starbucks. You can find over hundreds of  Starbucks coffee shop in the manhattan. You can find same flavor and same menu in five to ten minutes.

 

-Elders

 

have you ever been to Starbucks in suburban? The Starbucks is meeting room for villager. You can talk with elder of village without wall. They know people who sit near their table. you can encounter your neighbors. if you ask "what are you doing, here?", they will answer "I just looking people. I'm alone in my house, because my son and dautgher go to work. If I sit here for 2~3 hours, I can meet my friend without plan." for elders, Starbucks can be a day-care center with coffee.

 

 

Conclusion 

Starbucks is known as the most famous coffee shop in the world. Starbucks' targets are people who want dirnk. No matter how old s/he is, no matter how much their income is, they will serve Starbucks coffee to their coffee. Starbucks just require to their customer afford to $3~$7 coffee price. It's almost same price with a bottle of water.