Date of Submission
Starbucks is considered an American coffee industry and coffee chain that was discovered in Seattle, Washington 1971. The company has managed to grow and currently operating in close to 29,000 locations globally. The industry is viewed as the primary courier of “second wave coffee” initially separating itself and services from other known coffee-serving locations in the United States through quality, taste and consumer experience while marketing the darkly roasted coffee. As from 2000, the third wave coffee producers have regularly targeted quality-oriented coffee users with hand-developed coffee centered on lighter roasts, while the company currently uses mechanized espresso equipment for efficiency and security reasons (Lin, 2012). The industry and its appealing brand have always believed in producing the best coffee possible, and it is typically their objective for all their coffee to be manufactured and grown under the top standards of quality and through the use of lawfully sourcing operations.
The company has various products including the foodservice syrups and sauces whose flavors vary and fits not just the needs of its users but also the taste and palettes of the same clients; from its exquisite flavors and syrups, to hot and cold, sweet espresso-centered beverages. Moreover, the industry has all the things customers want to be aimed at incorporating a delicious and delightful coffee and beverage experience in the business (Simon, 2011). They produce whole bean coffee, single-cup formats and other products that typically meet the client’s requirements. In 2012, the firm incorporated Verismo that is a line of coffee makers that made ordinary chocolate from coffee capsules. In a precise review of the 580 model, customer feedback indicates that the outcomes of a comparative evaluation of the Verismo 580 against two competitive brands. Tea is another product that the company sells to its customers as it began the tea business as early as 1999 when it typically acquired the Tazo brand.
The organization has always targeted high income and high spenders with every neighborhood having at least one store around their homesteads. Several Starbucks cafes are surrounded by average-income neighborhoods where individuals do not have a high income. This is because the middle-income consumers have discretionary income and are always willing to strategically willing to use it on premium coffee drinks. There are also likely not to splurge on other things as often as the higher income consumers, but they like treating themselves to their preferred coffee (Lin, 2012). The urban people are another target audience of the Starbucks Company with several of its branches situated in the outlying areas regarded as suburbs of metropolitan areas often several miles from the city. These buyers are believed to spend a lot of time in their cars moving from one point to the other including work, sports activities and gym.
The buyers usually have various options of purchasing their products from other competitors such as Dunkin doughnuts that is a company known for its excellent coffee products within the United States (Simon, 2011). Regarding production, the business produces close to 9 percent doughnuts, 66 percent drinks and 25 percent of other products. Still, the buyers can prefer to get their services from McDonalds McCafe that is effectively arising as one of the Starbucks competitors that are effectively gaining the market share. Objectives of approval are directed towards giving the business the go-ahead to run its operations and provide legal services to the clients. Approval still makes the business legit and well-known to the consumers who prefer to be serviced by the organization.
Lin, E. Y. (2012). Starbucks as the third place: Glimpses into Taiwan’s consumer culture and lifestyles. Journal of International Consumer Marketing, 24(1-2), 119-128.
Simon, B. (2011). Everything but the coffee: Learning about America from Starbucks. Univ of California Press.