The paper "Starbucks Corporation Business Strategies " is an outstanding example of a business plan. Starbuck's mission statement emphasizes the spirit of leadership in the coffeehouse industry. According to the Starbucks website, the company’ s mission statement is, ‘ To inspire and nature the human spirit one cup and one neighborhood at a time. ’ This mission reflects on what Starbucks represents as a brand and product. The company continues to adhere to its mission statement to impact organizational performance and strategic direction through its employees and customers. 1.2 Goal The main aim of Starbucks is to be a leading coffee house in the coffee industry by offering exceptional services and products to its customers. 2.0 Market Feasibility Starbuck's consumer base consists of young adults and any person that enjoys coffee.
Starbucks primarily targets people between the ages of 25-40 years old who make up the largest demographic with 49% of the company’ s market share. This is followed by young professionals between the ages of 18-24 years who are the second largest, making up 40% of Starbuck’ s market share. The company mainly focuses on consumer behaviours as a strategy to increase its market share.
Starbucks ’ marketing strategy includes positioning their outlets conveniently for consumers in places such as the ground floor of commercial buildings, outside busy alleyways, or in urban areas that attract a large number of human traffic. The company has successfully managed to operate licensed retails stores which enable it to distribute tea and coffee products to other food outlets. These distribution channels target restaurants, hotels, universities and offices in a region. The popularity of coffee has increased over the years, making it one of the leading beverages consumed in every household.
This is notable due to the increasing number of coffee stands, shops and cafes in towns worldwide. According to IBISWorld (2016), the growing demand for coffee is likely to increase by 6.9% during the years 2016/2017.