Starbucks Situation Analysis

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Written by:

Theresa B


Date added:

May 2, 2011








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2 / 298


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Market segments have to be measurable, substantial, accessible, differentiable and actionable. Then one has to choose a strategy to pursue these segments. Starbucks has developed a multiple segmentation managing approach instead of just focusing on one segment. When distinguishing segments in a market, segments are a group of customers sharing the same need, one can use several variables to do so...
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Amongst them are: - Geographic segmentation - Demographic segmentation Age, life (-cycle) stage, gender, income, generation, social class - Psychographic segmentation Lifestyle, Values - Behavioral segmentation Decision roles, behavioral variables (occasions, benefits, user status, usage rate, buyer-readiness stage, loyalty status, attitude), conversion-attitude After the segmentation (that means after defining the characteristics of the segment based on the above variables) one can start to target one or more of the segments...
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