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Starbucks Situation Analysis
Essay specific features
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Written by:
Stacy F
Date added:
December 9, 2016
Level:
Grade:
B
No of pages / words:
1 / 247
Was viewed:
966 times
Rating of current essay:
Essay content:
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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The choice depends on the segments attractiveness in terms of growth, competitive intensity, market access, and so forth. Afterwards, a company determines profitability and its position in the market (see next chapter).
Segmentation
The brand Starbucks radiates a certain lifestyle – the environment of their coffeehouses, the Italian coffee names, the internationality, simplicity and closeness (“partners”)...
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