Since its foundation in Seattle in 1971, Starbuck expanded in all the world, becoming one of the world leaders in coffee shop market. And Starbuck pays attention to maintain this leadership. This is why Starbuck tries to be innovative and at the same time to reach new markets. This is why on the 21st of November Starbuck will open a new store in a train.

People were used in the trains to find a little snack store. It was usually impersonal and from an unknown company, what didn’t attract so much people. However, with the opening of a store in the train Starbuck is becoming a leader on this market. The company uses a market development strategy, given it reaches new markets with an existing marketing offering. Thanks to its brand name, Starbuck knows people will be attracted to come to its store to buy its products. Indeed, consumers know the quality of Starbuck products, which was not the case with the actual stores in most of the trains.
Moreover, Starbuck gets innovative by creating a true coffee shop in the train. Consumers can just stop at the take-away as it is common in actual stores in trains, but Starbuck also creates a true cafe where people can sit, chat, relax, in a nice, cosy and friendly environment. It goes without saying Starbucks tries to answer to consumers’ needs, and to what they have been waiting for in trains. They are trying to make consumer’s trips more comfortable and enjoyable, and in a way travellers will feel valuable for Starbuck and will be thankful for that.

What Starbuck did is a really powerful strategy in the way they are certain to reach perfectly this new market, but they also increase the fidelity of their actual consumers.

http://www.businessinsider.com/starbucks-on-train-switzerland-2013-11