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Starbucks Situation Analysis

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Stacy F


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December 9, 2016







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1 / 247


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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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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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