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Figure 1, Distribution of Starbucks Customers Worldwide, 2009 was derived from the company's filings with the Security and Exchange Commission and their annual reports. The most brand-loyal customers on average spend $4.42 per visit and also have loyalty cards and Starbucks credit cards as well (Seiler, 2005).
Figure 1: Distribution of Starbucks Customers, Worldwide 2009
Market Segment
Share
Males 18-45
37.0%
Females 18-45
28.0%
Males 45
2.0%
Source: Based on Analysis from http://investor.starbucks.com/phoenix.zhtml?c=99518&p=irol-irhome
Competitor Targets
Starbuck's faces a very wide variety of competitors, from the smaller independent coffee shops to the regionalized chains including Caribou Coffee, Peet's Coffee & Tea and their most entrenched competitor, Dunkin Donuts. Dunkin' Donuts operates in 38 states and has over 3,800 stores. Starbucks' differentiates against all these competitors with the experience their stores...
(2007). Tribal Knowledge: Business Wisdom Brewed from the Grounds of Starbucks Corporate Culture. Corporate Reputation Review, 10(3), 213-215.
Sara Nolan. (2007). The STARBUCKS EXPERIENCE. Strategic Communication Management, 11(3), 3.
Stanley C. Plog. (2005). Starbucks: More than a Cup of Coffee. Cornell Hotel and Restaurant Administration Quarterly, 46(2), 284-287.
Marianne Seiler. (2005). High performance. Marketing Management, 14(6), 18-23.
Simon, B.. (2008). Consuming Lattes and Labor, or Working at Starbucks. International Labor and Working Class History, 74(1), 193-211.
References
Carolina Marahao, & Alexandre de Padua Carrieri. (2007). Tribal Knowledge: Business Wisdom Brewed from the Grounds of Starbucks Corporate Culture. Corporate Reputation Review, 10(3), 213-215.
Sara Nolan. (2007). The STARBUCKS EXPERIENCE. Strategic Communication Management, 11(3), 3.
Stanley C. Plog. (2005). Starbucks: More than a Cup of Coffee. Cornell Hotel and Restaurant Administration Quarterly, 46(2), 284-287.
Marianne Seiler. (2005). High performance. Marketing Management, 14(6), 18-23.
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