Starbucks’ Niche and Customer’s Pains -By 1970s, three trends emerged - 1. OUR MISSION To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. In 1990s Starbucks opens 60 retails shops in United Kingdom. Segmentation and Target Market: Starbucks is a premium coffee brand; its customers are mainly from the upper economic segment or the upper middle class and upper class. In general, Coffee is one of the rapidly growing industry in this world. Authors own, adapted from Starbucks (2014) In May 1998, Starbucks expanded its operations into the first European country, the UK, as part of a long-term internationalisation strategy (Bintliff, 2009). Most of the Americans were unhappy with the coffee experience as it is mostly made from cheaper Robusta beans. With our partners, our coffee and our customers at our core, we live these values: The UK coffee market is the fifth largest coffee consumer market in Europe. Starbucks has also segmented its markets by demographically and geographically selecting the store location with educated and coffee lovers (Dibb and Simkin 1996). The aim of Starbucks was to give the customer more than just a cup of great coffee. If you’ve been to a Starbucks recently and ordered a drink, you’ll know the staff always ask your name – which they write on your cup. OUR VALUES. When this initiative was launched in the UK in March 2012, there was a bit of a backlash at first because it was seen as too American and not very British. Segmentation, targeting, positioning in the Marketing strategy of Starbucks – Starbucks uses geographic and demographic segmentation strategy to make its particular type of offerings available to customers accordingly.. Starbucks has … The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Starbucks competitors and includes Starbucks target market, segmentation, positioning & Unique Selling Proposition (USP). Target market Since 1960’s, consumption of coffee in the U.S. has been trending down. At the end of 2000s Starbucks total branches was 3500. The brand targets people who want a peaceful space to drink coffee and lose stress. Coffee shops in the UK are increasing at a fast pace, reaching more than 20,000 outlets in 2015. At Starbucks, the demographic segmentation's main group is between 25 and 40 years of age with high incomes, the second target group is 18 to 24 year of age and belongs to richer families. Figure 3 Starbucks Entry Mode Type and Partners in each region. Starbucks open its first coffee store in Seattle, Washington and at the end of 1990 Starbucks expand its headquarters in Seattle and also build a new roasting plant. As of 2020, Starbucks is one of the leading brands in the food & beverages sector. The UK’s Coffee Consumption. Robusta beans are of very inferior quality compared to Arabica beans. 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