Segmenting of Starbucks
For starbucks, market segmentation is very meaningful. because Starbucks Started from market segmentation. Starbucks was a coffee machine shop, not a coffee beverage seller. When Starbucks started as a coffee machine shop, They sell all about coffee, except coffee drinks. Ten years from open their bussiness, Starbucks was a just small coffee wholesaler. However, Starbucks becomes the biggest coffee beverage chain in the world after market segmentation. Starbucks segmented market as several parts, and started to focus thier abilities to one part. The part that Starbucks focused was people who likes drinks coffee ,but dislikes making coffee due to laziness. Starbucks started to use their esspresso machines and coffee for serving good quarity of beverage.
After getting success, Starbucks extend target market to people who want drinks. Starbucks starts to serve non-caffine drinks such as 'Tazo Tea' and lamonade drinks. Nowadays, Starbucks starts to focus on people who want something to eat. Starbucks made thier own bakery brand, 'La boulange', and make several kinds of bread products. This is a new target market, people who want something to eat during tea time. Courtesy of market segmentation, Starbucks can get a huge success as No.1 worldwide coffee chain. as a new market segmentation, Starbucks move a step forward to become the biggest Food company in the world.
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