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Strategy on Market Segmentation Targeting and Positioning with the Marketing Mix

1.0 Introduction:

The Starbucks Corporation was founded by three entrepreneurs at the place called Seattle in 1971. Initially they were selling of whole bean coffee in one Seattle store and by the year 1982 the business had grown tremendously and has opened five stores selling the coffee beans, a roasting facility, and a wholesale business for local restaurants. When the Starbucks started its business it was only a small retail coffee shop as like the other coffee shops. The main vision of the Starbucks owners was to educate customers about the fine coffees and feel the smell of the Dark roasted coffee, selling just the coffee was not their aim as the coffee was sold in the USA since 1960's (Starbucks case study).

Howard Schultz was recruited as the manager of retail and marketing and it was Howard who brought new ideas to the owners, but he was turned down. Schultz in turn opened his own coffee bar was named Il Giornale in 1986 based on Italian coffee cafes, selling brewed Starbucks coffee. By 1987, Schultz had expanded to three coffee bars and bought Starbucks from the original owners for $4 million and changed the name of his coffee bars from Il Giornale to Starbucks. His intention for the company was to grow slowly with a very solid foundation. For the first two years, Starbucks losses doubled as overhead and operating expenses increased with Starbucks expansion. Schultz stood his ground and did not sacrifice long term integrity and values for short-term profit. By 1991, Starbucks sales increased by 84% and the company were out of debt. Starbucks grew to 20 stores by 1988. By 1996 it grew to 870 stores with plans to open 2000 stores by the year 2000.

2.0 Marketing stategy...

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