Barnes and Nobles has a coffee shop where the average student can come in, have coffee, log into the WIFI and complete their study in a quiet and convenient location while also having access to research materials. Evolving Starbucks offerings at certain stores will expand their current target market.
In addition, as Starbucks expand they should focus on cultural differences and their target market. According to Talpau, 85% of European consumers prefer to enjoy their coffee in a coffee house where 86% of US consumers prefer to have their coffee on the go (Talpau & Boscor, 2011). This may deal with the busy lifestyles of US consumers but it is important for Starbucks to ensure that they are meeting all consumer needs for the business.
Long-term plans would include studying the consistent evolution of meeting consumer needs and desires. As the years pass and technology changes or health concerns increase, the desire of the consumer will also change. Staying ahead by attending trade shows, getting involved in the communities, adhering to comment cards left by consumers will ensure that Starbucks will meet the consumers’ needs and