Market Targeting:
After Starbucks has determined market segments, they can join one or more
segments of a certain market and decide how many and which customer groups
to target. There are various strategies that Starbucks made to target the market’s
customers. Specifically, Starbucks pursue different targeting methods for
particular products and services because different customer groups will have
different product needs. So the business needs to ensure that customers of which
country will like which type of products and services.
Firstly, Starbucks offers local dishes which has cultural characteristics of each
country to suit their tastes. For instance, the firm developed innovative drinks
and desserts only for the Korean market, such as Black Sesame Frappuccino
and Green Tea Tiramisu Island that can only be found on Jeju Island. A number
of Korean visitors to this Island come to Starbucks to try these drinks and most
of them have positive feedbacks. Besides, when coming to Japan, it is likely that
Teriyaki will be the first taste that people think of. As a result, Starbucks Japan
launched chicken Teriyaki sandwiches in their food menu. These are pretty
simple things, just bread, lettuce, tomatoes, and of course chicken teriyaki
