Marketing Concepts in the Case
Market Segment
Shultz identified two market segments, people who seek a place to go to get away from work and home just to relax and people who like premium coffee. His experience in Europe convinced him that these market segments existed in the US. Starbucks re-invented the coffee drinking business by tapping into the latent demand for the premium coffee drinking experience. Starbuck targeted those customers that repeatedly visit its locations and desire top-notch service and quality coffee.
Branding
The Starbucks experience was a three component branding strategy. The first component was to offer the highest quality coffee available anywhere. The second component was to develop customer intimacy though superior customer service. The third component was to offer an atmosphere that will encourage people to linger and return. The Starbucks brand is not just coffee, it is the entire experience and this experience is what has made Starbucks......

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Title: Starbucks
Approximate Word Count: 1057
Approximate Pages: 5 (250 words per double-spaced page)

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