Starbucks Marketing Analysis

CUSTOMER ANALYSIS Since the market for doughnuts is quite extensive, Krispy Kreme Doughnuts, Inc. has set new standards for the business as a whole. By targeting certain segments of the market, as opposed to mass targeting, Krispy Kreme is able to capitalize on those specific segments. By practicing this strategy, Krispy Kreme has quickly risen to the top of the "doughnut business." Ted Levitt would of course correct that statement by saying that Krispy Kreme …

…equipmentØShop on lineØLogo itemsØCoffee DeliveryØCompany CatalogØ900 coffee houses in 22 markets outside North AmericaØStarbucks environmental missionØSeasonal promotionsØStarbucks cardØMany locationsØNot in rural marketsØNo drive-thruØNo doughnutsØLimited MenuØLack of advertising effort decreased the awareness of the Starbucks Card. Opportunities:Threats: ØStrong base of early adopters from initial gift card promotionØHas become the most recognized brand in the world. ØLack of relevance to non-frequent usersØPrices