Business Studies

Post an example of a social media message from a major brand. Identify the audience and market segment the message was intended to reach. Justify your analysis using what you have learned from the course and topic resources.

ANSWER

Starbucks Market Segmentation

“Flavors of the season. Pumpkin Spice Latte & Pumpkin Cream Cold Brew are back. (US & Canada).”

The following message was posted on Starbucks’ Facebook page as part of an advertisement to its versatile consumers of coffee beverages. The move came after a growing demand for the pumpkin spice latte beverage, highlighted in various comment sections on their different social media pages. Starbucks is the world’s leading coffee and beverage selling company globally, with over 349,000 employees, and is located in 33,295 locations worldwide. The company is renowned for its diverse and creative coffee drinks, serving them with chocolate, ice cubes, different cream flavors, among others. However, with its fan base consisting of vegans continuing to grow, the demand for low-fat and healthy coffee drinks has been on the rise (Starbuck, 2021). The above message from Starbucks is therefore aimed at people looking to drink coffee but still maintain a healthy lifestyle. The mode of communication (Facebook) was also influential as many people have more access to Facebook accounts than any other existing social media account. This message was also directed to a market segment of consumers who were looking for a different beverage taste, especially for people who love pumpkins.

In addition, despite the company being the leading coffee brewing in the world, the company has always maintained the same hunger and drive to scale new heights. This message, in particular, is an example of a company looking to try new things and increase their consumers. Therefore, the market segment for this beverage is not limited to a particular market segment but is part of an initiative of being creative and encouraging many people to indulge in their drinks.

References

https://www.facebook.com/22092443056/posts/10159812503498057/

Starbucks. (2021). The Return Date of Pumpkin at Starbucks has Officially Fall-In. retrieved from https://www.facebook.com/22092443056/posts/10159812503498057/