How has Starbucks’ target market and brand position evolved to grow the company
Read Case 19 Starbucks (pgs. 517-531)
Answer the following questions:
1. When Howard Schultz launched Starbucks, who was the target market and how did he position Starbucks to reach this market? Briefly describe how product, price, place, and promotion strategies supported this position.
2. How has Starbucks’ target market and brand position evolved to grow the company since launch?
3. Given the decline discussed in the case, what actions do you think the company should take to reinvigorate the Starbucks brand?
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