Title: Strategy on market segmentation targeting and positioning of Starbucks | Business essays | EssaySauce.com Free Essay Examples for Students
Headings: Essay: Strategy on market segmentation targeting and positioning of Starbucks
Essay: Strategy on market segmentation targeting and positioning of Starbucks
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A BRIEF REPORT ON: Starbucks
Strategy on Market Segmentation Targeting and Positioning with the Marketing Mix
1.0 Introduction:
2.0 Marketing stategy of Starbucks:
2.1 Segmentation:
2.2 Targeting:
2.3 Positioning:
3.0 Developing Marketing Mix:
3.1 Product:
3.2 Price:
3.3 Distribution and Service:
3.4 Promotion:
4.0 Conclusion:
References:
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Content: Starbucks has a descriptively simple statement to inspire and nurture the human spirit-“one person, one cup, and one neighbourhood at a time”. Starbucks positioning strategy was customer base so that it can give the best service more than what the customers expect. Starbucks has gained a competitive advantage over customer satisfaction and employee satisfaction as Starbucks had developed its positioning strategy based on the customer and provided the utmost facility in terms of layout, furniture to the music, and in terms of employee satisfaction Starbucks make employee as a partners and gave them a personal security with a freedom to participate in the every decision of the business and make it successful (Porter & Miller, 1985, Porter, 1998). 3.0 Developing Marketing Mix: One of the major concepts in the modern marketing is once the company has decided its overall marketing strategy than it should plan the details of the marketing mix. “ Marketing mix is the set of controllable, tactical marketing tools (product, price, place, and promotion) that the firm blends to produce the response it wants in the target market” (Kotler and Armstrong, 2006). Starbucks has a made good decisions on marketing mix tools
3.1 Product: “Product means the goods and services combination the company offers to the target market”. Starbucks has used Brand name, Quality, Variety and Services as their Product tool which can be concluded by this statement, Starbucks with a good Brand name provides best Quality and with the Variety of Products, it has adopted Quality improvement strategy (Kotler and Keller, 2009). Initially Starbucks started with the coffee than it has included non-fat milk, cold blended beverages.