Product Description Target Market - Assignment Example

Chapter 1 It is imperative to pinpoint the market targets in any business with reference to its products and services. The target can be broad ranging from college students, mothers, children among others, but the description details should be as precise as possible. A good outline for a target market enhances the setting of the product prices, and services, as well as guidance during the creation of promotional activities like advertisements. Besides, this outline helps during the distribution of these products and services. A study by Gilbert (2008) reveals that Starbucks based in the U.S is a popular coffee house with a chain of shops in America. This business can do well overseas considering the demand for coffee by several users abroad. Coffee is a renowned drink globally, and most of the consumers range from young teenagers to the old generation. People are addicted to coffee for not only its taste, but also the fact that caffeine is known to escalate the energy levels. It contains a stimulant making it the most popular consumed psychoactive drink in the world. Study shows that coffee burns out fat lowers risk of diseases and that it drastically improves physical performance. For this reason, Schultz and Yang (1997)) argues that all demographics prefer coffee to any other drink. Social class is not a determinant. Starbucks has very high chances of opening broader markets globally based on its current activities that motivate its consumers (Bussing-Burks, 2009). Notably, being the dominant coffee house globally, Starbucks has been at the verge of has tried to balance its profits with the socially conscious. This has been shown in the manner that they have handled community services. With globalization, one would think that Starbucks has lost touch with individuals in the society. However, they ensure that before entering any neighborhood, they have to contribute in their society to earn the trust. This includes helping in community organizations mostly through volunteer jobs. This company participates in fundraisers and other community services meaning that it is contributing by giving back to the society as a way of getting to its consumers. Other than providing jobs to the society, it has also engaged the youth in community services, which is a great motivation to the society, and a great way to reach the consumers. They also have the Starbucks Foundation, which assists community projects. They have also enhanced diversity by engaging people from different communities and exchanging ideas with them. Starbucks is known for saving the environment by recycling products. Their cups have been made from recycled materials. They have used balanced foods and beverages that are a sign of good health for the society. They have also engaged in campaigns like the REDS, which talks on AIDS awareness. This is a means of communicating to the public on how much the company cares for not only the coffee consumers but also the environment. Holding such campaigns abroad is a great means of self-marketing. These activities attract the consumers who find the worth for their money. Starbucks is very much dedicated to community programs, and considering the economic crisis since 2008, the company has set aside 12% of its income to support the community programs. Over one million community hours for these services would be considerable. After the hurricane Katrina, Starbucks helped in rebuilding New Orleans. Having joined RED, which supports HIV/AIDS programs especially in Africa, Starbucks has spent on medicine that would last 14 million days, which is quite an initiative (Gilbert 2008). It has also spent over $10million in the bottling of clean water in these developing countries. This proves that has not only Starbucks spent a lot of money on such projects, but also a lot of manpower. RED is one of the programs in combating HIV/AIDS and the associated societal effects emanating it. They should support World Food Programs, World Health Programs among others. Starbucks contribution to the societal developmental programs is outstanding. Evidently, the community within its location can attest confidently to its success. During the second annual global service, Starbucks participated in the 30-day event that saw the employees and their customers work jointly to make a global difference. By offering community services, foundations, and youth programs creation, they have proved to be socially responsible. In May 2012, Starbucks hosted a service that transformed a tract of land in Nashville, Tennessee, which had been affected by floods. The location will offer a site for a community school agricultural development. Applying such strategies in new locations can help Starbucks immensely in marketing its products and reaching the consumers. Notably, major motivation to its younger generation consumers involves its partnerships. In addition to these programs, Starbucks can collaborate with other departments and organizations to enhance its service delivery. A good example is the different developments that Schultz came up with in partnership with Apple in 2007, which allowed interested customers to browse, buy and download music using wireless connection at the coffee shop (Dalrymple, 2007). Apple was also willing to increase its innovative avenues to uplift their market share. Setting Internet Working Stations at various points was the method adopted to publicize its business and Starbucks was one of their targets. Such incorporations are solid breeding ideations that enhance the company’s marketing. Chapter 2 Opening retail shops and marketing pets on the site can be a lucrative business considering the high rates at which people are keeping pets in their homes (Nigro & Nigro, 2007). However, it is important to conduct some research before setting up the business and understanding some policies required by the pet store industry. Having this business on the site has some advantages that include control of the animals. Essentially, it is not mandatory for a person to move the pets around to market. It is time consuming and wearisome. Similarly, these pets are sensitive and moving them around may disorient them making them restless. Having a site on pet shop makes it easy to direct clients to the shop and as a result, it is good for business contacts (Sandlin et al., 2009). Having to move these pets may confuse the clients who have no time to look for the sellers may be due to lack of time. Modern consumers want a one-stop shop where they can spend as little time as possible. However, diverse drawbacks do exist on-site shop because this does not allow from a wider marketing. Moving the pets exposes them to a broader clientele that is useful for marketing (Mosho, 2008). Having on-site pets limits the number of interested clients. Some customers would rather have these pets brought to their location to save time, and this makes it hard for an on-site pet shop. In addition, this poses the risk of losing animals on the way in the process of moving them. Most significantly, the pets may be a nuisance as they may expose the clients to harmful parasites and zoonotic diseases unless well inoculated. Marketing strategy is a vital part in any organizational success whether in huge or small business. It is important to identify the consumers before starting any business, and understanding their preferences. The modern consumer is quite sensitive, and the business competition is equally adamant. For this reason, each business requires getting as close as possible to its consumers ensuring to lure them in every possible way to remain in the market. References Bussing-Burks, M. (2009). Starbucks. Santa Barbara, Calif: Greenwood Press. Dalrymple, J. (2007). iTunes Wi-Fi Music Store Launches. Macworld,24(11), 22 Fawcett, A.W. (2002). Starbucks. Advertising Age. Gilbert, S. (2008). The story of Starbucks. Mankato, MN: Creative Education. Mosho, M. M. (2008). Jump start your business: Everything you need to know to succeed. Place of publication not identified: Romaniote Publishing Company. Nigro, J., & Nigro, N. J. (2007). 101 best businesses for pet lovers: What you need to know about starting and succeeding in a pet business of your own. Naperville, Ill: Sphinx Pub. Sandlin, E. F., Kimball, C., & Entrepreneur Press. (2009). Start your own pet business and more: Pet sitting, dog walking, training, grooming, food/treats, upscale pet products. Irvine, CA: Entrepreneur Press. Schultz, H., & Yang, D. J. (1997). Pour your heart into it: How Starbucks built a company one cup at a time. New York, NY: Hyperion. Read More