What is the target market for Starbucks - research by tertiary students in Singapore

What is the target market of Starbucks? 

In this research by a group of Singapore tertiary institution students, you gain insights into a particular target market profile of Starbucks: the young adults. 

They are the group of students that are doing the observation of Starbucks and while they might or might not be the target market for Starbucks, if you are an F&B operator, you can get a detailed customer insight into this particular segment. 

There are two observation videos: 

  • The target market of Starbucks 
  • The customer journey road map of Starbucks 

Within these two videos, we will bring up a discussion on audience persona, customer journey map, Jobs To Be Done (JTBD) etc. 

An assumption that you will take is that the audience persona (young adult) for this particular segment is similar in almost all the countries, so it does not matter who is the target market of Starbucks Philippines, Malaysia or Singapore. 

What is the target market for Starbucks? According to research by this group of tertiary students in Singapore: 

It is mainly youth and young adults age: 16 to 22 years old (frequent extreme users). 

The “Job to be done” includes: 

  • Unique Beverages 
  • Student’s Friendly Environment 
  • Personalised Customer Service 
  • Impactful Social Media Presence 


Learn more about the world’s largest coffee chain’s target market according to this audience persona. In this session, there would be two layers into Starbucks target market: 

- the search and insights by the students 

- the reflections on the students themselves

Giving you some insights into this particular audience persona (16 to 22 years old). 

Ebenezer Heng, a lecturer in a Singapore Tertiary institution, will be giving out commentary on the students’ research as well.



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