Starbucks Target Market and Management

Originally when Starbucks began they targeted the young college students, with slightly higher than average income levels. After this initial target market Starbucks has since realized that they could target specific neighborhoods and social classes. Different customers are more willing to pay for luxury good now more than ever. With that in mind, through Starbucks aggressive expansion techniques they have begun targeting almost every demographic.

"McDonald's is planning to capitalize on the public's willingness to pay $4 for a cup of coffee by hiring baristas and dropping espresso machines in 14,000 of their fast-food outlets. Meanwhile, Starbucks, with business lagging, is fighting back with an "if you can't beat 'em, join 'em" strategy, by offering heated breakfast sandwiches and adding drive-through windows to some of their locations." (Tancer, 2008)

As McDonalds and other chains realize the money in luxury coffee more companies will begin to enter the marketplace. One the other side of the spectrum you have the small local coffee bars that were around before Starbucks took over the marketplace. These smaller coffee shops have their core customers who will not give their business to anyone else. These smaller coffee shops can offer specialized products and services or serving to the local markets needs. However Starbucks has a much larger buying power then the local smaller coffee shops giving them a competitive advantage. Coming back to our original quote, we believe that McDonalds has a customer base that is extremely large that now has the option to get their coffee where they get their breakfast already. McDonalds also has an extremely large bargaining power and runs each franchise with impeccable automation. McDonalds cup of coffee costs a lot less money than Starbucks and tastes the same in a lot of cases. One of Starbucks biggest competitors is the economy; Starbucks provides a luxury good that will be a good that people cut out when they want to save money. This has been witnessed with the recent closing of over a hundred Starbucks stores.

Tancer, B. (2008, January 10). Brewing Battle:Starbucks vs. McDonalds.

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Factors Affecting the Target Market Segment

Regardless of how segmentation is incorporated into marketing activities, experienced marketer usually execute segmentation to enable him provide higher values to his potential customers. He will be able to know which specific customers he is serving and will be able to address their needs and concerns.

After segmentation, what the marketer needs to do next is targeting his efforts and focuses on the identified market segments. He will create a marketing campaign that will fulfill the needs as well as the market condition of his targeted market group.

Target market segment are affected by two salient factors:
1. How suitable the segment is to the product manufacturer objectives, resources as well as capabilities and
2. How attractive the target market segment is.

In determining the suitability of the segment to the manufacturer, the marketer needs

- to ensure that the product manufacturer will be able to provide superior values than competitors to the customers.

- To evaluate the impact of serving the segment with respect to the manufacturer reputation and dignity.

- To access the distribution channels that will serve the targeted market sections.

- To determine the capital buoyancy of the manufacturer to serve the market group.

And in determining the attractiveness of the target market section, the marketer will have to evaluate

- the percentage number of the customers with respect to the broad market (size of the segments) that will be served.

- Sales potential for the product manufacturer in the segment.

- Profit margin expected from the segment.

- Growth rate and competition in the segment.

- Required market share to break even

- Attainable market share when promotional budgets and expenditures of the competitors are provided.

- Loyalty of the existing customers in the segment.

An experienced marketer would know that satisfying the broad market is tasking and not profitable at all. In fact it will be less stressful and more profitable if just a smaller market segment where there is little or no competition is concentrated on. This also gives the manufacturer the opportunity to develop their products to have a greater advantage over competitors.

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Over the years, McDonald has become an easy target?

One of my biggest treats as a kid with a meal at McDonald's with my friends. In those days you could get a Big Mac, fries and drink for less than a dollar. It now costs about eight dollars with tax. Within a minute were set to accompany the meal. How naive and young at the time seemed to be a healthy meal choice. McDonald's promoted as a pure beef hamburgers to 100%. My vegetables were included in the form of a tomato and lettuce, and myThe calcium in cheese, all in a bun. Carbohydrates were covered with chips. If you really truly believe that in my head then I have swamp land in Florida to sell you! I was fourteen years old, and loved the taste.

Since we are already great, the price difference from McDonald's meal, have noticed that when I was a kid, let's fast forward to some of my current issues. Now in my fifty years I have high cholesterol, most likely killed, that this type of meal on a regular basisme. I believe that the size of burgers and fries have been reduced by at least a third year. I guess the big wigs at McDonald company thought no one would ever notice. Someone had a surprise! Last but not least, I had the impression that the concept of fast food restaurants such as McDonald's, you get a meal in a hurry meant. If you're lucky, today only five minutes waiting for their food is made, this is the right time, of course, after spending 10 minutesin the queue, only the order. After experiencing this test, it is a gamble whether you make your order correct.

Over the years McDonald's has become an easy target. And 'I am convinced, part of the reason is their fault. If they stuck to their guns only, not to add more items to the menu, and promoted themselves, what they are, a burger place, just maybe would not even open the control.

Gives an exampleare a few restaurants in the city, points of reference for generations. In Montreal, one of my favorite tracks, this restaurant is always a point of reference Schwartz smoked meat. People from all over the world about this amazing restaurant. The place is small hole in the wall on the main road, people are bundled up in the smoked meat and it cost exactly the same, they get to you and do not expect a five star dining experience. Prices have increasedaccordingly, but still get great value. Nobody goes to this restaurant to think about eating healthy, they still care.

Obviously everything in moderation is fine. If someone like the boy in this film chooses to eat fast food for a month, three times a day, will be obvious health problems at the end. No one should eat fast food all the time. It should be a pleasure, not a lifestyle.

How about McDonald's adherence to its original concept ofBurgers and breakfast, cheap, efficient and quick service good price. Do not you agree that is what has made them the dominant force in the fast-food business to start? If something is not broken, why try to fix the problem. Maybe if you concentrate McDonald 's to do for the training of their staff, what they do best, could never looking for alternative food choices that people in their restaurants. I say bring back Ronald McDonald pitching in order to have childrenThe old name was: Two all beef patties, special sauce, pickles, onions on a sesame seed bun. I could have lost a few ingredients, but you get the drift. The younger one would think that would be new and old remember once in their life, like an old sentimental song that emphasizes human emotions. My last thought would be an increase in the size of the sandwich and the price reduction. No meals value, high quality products.

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Over the years, McDonald's will be an easy target?

my biggest treated as a child was with a meal at McDonald's with my friends. In those days a Big Mac, fries and drinks could be obtained for less than a dollar. Today it costs about eight dollars with tax. Within a minute that have been made to go with the meal. As young and naive at the time it seemed to choose a healthy meal. McDonald's has promoted Burger 100% pure beef. My vegetables were in the form of a tomato and lettuce, in the price and also my footballwith cheese, all in a bun. Carbohydrates and chips covered. If you actually believe, was that really in my mind at that moment, I have Florida swamp land to sell it to you! I was fourteen years old and loved the taste.

Since we have already set dinner is a huge price difference from McDonald when I was a kid, let's fast forward to some of my current issues. Now in my late forties I have high cholesterol, most likely kill this kind of meal on a regular basis myself. II believe that the size of burgers and fries are reduced by one third year ago. I guess the big wigs at McDonald's corporate thinking no one would ever notice. Surprise to have someone! Last but not least, I had the impression that the concept of fast food like McDonald's, meal meant the preservation of your fast. If you are lucky today, just five minutes waiting for their food is made, this is a good timing, of course, after spending ten minutesLine waiting to order only. experienced after this test, it is a game of chance to decide whether to order on your right.

Over the years, McDonald's is an easy target. And 'I am convinced the reason for their power. If only they stuck to their guns, do not add other items to the menu, and promoted themselves, what they are, a hamburger place, just maybe they would not open for this test.

For example, it issome restaurants in town, places for generations. In Montreal, one of my favorite restaurants of this milestone was always smoked meat Schwartz. People from all over the world know about this amazing restaurant. The whole place is in the wall on the main road, people are concentrated, is the hill has always smoked meat and tasted exactly the same, it is obtained rapidly and do not expect a five star dinner. Prices have increasedaccordingly, but you still get great value. No one goes to this restaurant, thinking about eating healthy foods, nor care.

Obviously everything in moderation is fine. If someone like the boy decides in this film, fast food for a month, eating three times a day, it will be apparent health problems at the end. No one should eat fast food all the time. It should be a pleasure, not a lifestyle.

How about McDonald's accession to its original concept ofBurgers and breakfast, low prices, fast service, efficient and good value. Does not agree is what has made them the dominant force in the fast food industry has begun? If something is not broken, why try to solve. Maybe if McDonald's Restaurants would focus their staff to do training on what they do best, they could not always looking for alternative food choices to get people back into say Ronald McDonald pitching for childrenthe old name, which was: Two all beef patties, special sauce, pickles, onions on a sesame bun. I may have lost a few ingredients, but you get the drift. The youngest is thought to be his new and older once in their life, like an old song that makes people remember the emotions sentimental. My last thought would be an increase in the size of the sandwich and the price reduction. No meals value, high quality products.

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Over the years, McDonald's Get an easy target?

One of my biggest was treated like a child with a meal at McDonald's with my friends. In those days you could get a Big Mac, fries and drink for less than a dollar. Now costs about eight dollars with tax. Within a minute they were created to accompany the meal. Young and naive at the time seemed to choose a healthy meal. McDonald's has promoted as a beef burger with 100% pure. My vegetables were included in a tomato and lettuce, and also my footballwith cheese, all in a bun. Carbohydrates were covered with chips. If you actually believe, is that really in my head at that time I had Florida swamp land to sell you! I was fourteen years old and just loved the taste.

As we had already demonstrated the enormous amount of difference to McDonald's when Kid meals, we fast forward some of my current issues. Now in my late forties I have high cholesterol is likely to kill this kind of meal on a regular basis myself. II believe that the size of hamburgers and fries were reduced by at least one third of years. I can imagine the big wigs at McDonald's corporate thinking that nobody would ever. Surprise Someone! Last but not least, I feel that the concept of fast food like McDonald's, fast meant receiving your meal. If we are fortunate today to wait only five minutes for their food is over, this is one of timing, after the course, have spent ten minutes inLine waiting to order. Under that have been subjected to torture, is a bet on whether they receive the right on your order.

Over the years, s goal 'McDonald is too easy. And 'I am convinced, part of the reason is their own making. If stuck to their guns only, not to add more items to the menu, and transported them what they are, a burger place, just maybe would not even open a control Such.

For example, youRestaurants in some towns, places of interest for generations. In Montreal, one of my favorite restaurants of this milestone was always smoked meat Schwartz. People from all over the world know about this amazing restaurant. The place is small, the whole wall's main road, people bundled together, the smoked meat is high mountain and WAS always exactly the same cost, They get to you quickly and do not expect a five-star dining experience. Prices have increasedaccordingly, but are still great value. Nobody goes to this restaurant thinking of eating healthy, or the care they have.

Obviously, moderation in everything is fine. If someone like the boy in the movie eating fast food for a month, selects three times a day, will be obvious health problems at the end. No one should eat fast food all the time. It should be a pleasure, not a lifestyle.

How about McDonald's to stick 'to their original conceptBurgers and breakfast, cheap, fast, efficient service and convenient. Do not you agree this is what has made them the dominant force in the fast-food industry to start? If something is not broken, why try to solve. Maybe if McDonald's would be better to concentrate on training their employees to do what they can at best, could not constantly seeking alternative food choices for restaurants to eat in it. I say bring back Ronald McDonald are pitching for childrenthe old name, which was: Two all beef patties, special sauce, pickles and onions on a sesame seed bun. I might have missed a few ingredients, but you get the drift. The younger one would think, would be his old and new once in his life to remember, like an old song that brings people for sentimental emotion. My last thought would be to increase the size of the sandwich and the price reduction. No meals value, high quality products.

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