Starbucks to Russia

Introduction

Starbucks is the world largest coffee company. The company now operating worldwide was initiated in 1971 by Jerry Baldwin, Jerry Baldwin, and Gordon Bowker in Seattle, Washington. Now the company is not stick to coffee and coffee products only, rather it caters a number of refreshment items along with entertainment division and he music brand. Now 16,858 cafes are operating in 50 countries, including over 12,700 in United States, Canada and UK (Schofield, 2008).

Target Market

Company success is largely been associated to socialized networking. Starbucks outlets are mostly visited by business talkers. The company has always put effort not to promote the products of Starbucks but to inculcate the desire of having Starbucks experience in its customers (Gibson, 2008). Starbucks is often professed as affordable luxury which on the other hand allowed premium for Starbucks products. Initially the target market was white collared, sophisticated people but with the passage of time new strategies evolved and low budget and class friendly outlets were established, while maintaining its initial strategy in its real form.

Industry