Segmenting and Targeting Markets I

Segmentation represents a marketing strategy that allows an organization to group their costumers and to create products that will satisfy costumer's needs.The main objective of segmentation is to provide the products that will best benefit the specific groups.

Starbucks consumer segment falls in the following characteristics:

• Women 18-49 represents 43% of the consumers, compared to the 29 % of men 18-49
• 42% of pulled have children that fall into 6-17 year old range
• 30% of consumers have graduated college, or any post college education
• 39% have a house hold income between $75,000-149,999
• The Western United States has the highest concentration of Starbucks consumers (36%), followed closely by the South
• 57% of the costumers are currently married
• 82% of the consumers are moderate to heavy Internet users

As a conclusion, Starbucks targets both male and female between 18-49 years old. However, studies show that the company has more female customers. Starbucks houses educated people: college graduates, business professionals and usually from a dual income households. The main target audience is college graduates with a high income.