This semester, my group is choosing Starbucks as the target company for marketing analyzing. In the process of finishing homework, I did a lot of researches on Starbucks and generated some ideas on this company. Since there were some limitations of our homework topics, some of my ideas couldn’t be used in the assignment. However, i really don’t want to waste them. So, at the end of this semester, I think it is time to summary all the ideas I got and it is about why university students like Starbucks.
First of all, Starbucks has a very strong and well-known symbol, the two-tailed siren with a balance of green and black, which creates a unique position for the brand that distinguishes Starbucks from its competition. Moreover, the influences of a strong symbol are especially significant to the university students around 18 to 22 years old. From our previous knowledge about some psychological factors of this generation, we know that they pay lots of attentions on their self-image and celebrate diversity. What Starbucks did was endowing its products with an idea that Starbucks’ coffee is different from others by providing a unique symbol. Since this idea satisfies students’ willing of becoming different, they tend to be loyal consumers of Starbucks rather than those coffee stores with insignificant features.
Secondly, to facility students live while they having coffee, Starbucks is expanding stores in university campus. Nowadays, coffee store is no longer a simple place of having a cup coffee. People start to regard it as a comfortable space of meeting family or friends while enjoying their coffee. To be more specific, our targeting consumers seem to have more concerns about the coffee stores’ space. University students are always seeking a discussion place, but it cannot be the silence required library apparently. Consequently, coffee shops have become the perfect place for students to discuss about their homework and talk with their friends by providing free Wi-Fi and enough spaces. It invisibly increases the demand of coffee in the university and attracts more and more coffee producers to open their stores in the campus. At this point, Starbucks need to build its location advantages in order to stand out from the competition inside campus. And that is probably why Starbucks is keeping expanding its stores. It makes sure that students can find at least one store nearby and gets enough study space for them to increase the number of consumers while preventing of losing its loyal student consumers from going to their competitors’.
Lastly, to satisfy easily bored targeting group, Starbucks keeps a close eye on time trend and continue to innovate. Starbucks has done a great job in its coffee beans and related products selling in stores. Apparently, this big success can attribute to its initiator position at this market. Recent years, Starbucks is committing itself to inventing new products and creating new market. New products like the VIA instant coffee and holiday restrict coffee beverages all have great demand among students. New products can always satisfying students’ curiosities to hunt up new sensations and make them never get bored of Starbucks.
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