Target segment and positioning of starbucks (20)

1st of all, you need to read thru the starbucks goal & objectives.
pls browse the below link to know their marketing policy:

http://www.starbucks.com/aboutus/marketingpolicy.asp

it will be really helpful for doing assignment.

in my opinion:
The target market for Starbucks are businessman, students and leisure ppl.
the age group will be between 18-35 year old.

the segmentation is using Product-variety Marketing or Differentiated Marketing: target several market segments and design separate offers for each .
because different age groups would like to enjoy different type of products/ drinks, thus need to have variety to fulfill the wants of the target market.

the positioning strategies using by Starbucks are:
1. Product Attributes: What are the specific product attributes? core products are cofee and how to different with competitors. Starbucks coffee are focus on the "original" coco taste which mean sometimes u able to find the unblend coffee bean.

2. Benefits: What are the benefits to the customers?
customers purchase starbucks able to help the local community.


3. Usage Occasions: When / how can the product be used?
when ppl would like to rest, discussion, meetings.

4.Users: Identify a class of users.
here is refer to target market. Of course, the latest news from starbucks is " all the ways we differ and are the same"
http://www.starbucks.com/aboutus/diversity.asp

5.Against a Competitor: Positioned directly against a competitor.
u can find all the Starbucks stores do located next to the other coffee shops.

6.Product Classes: Compared to different classes of products
not only coffee sells in starbucks, but tea and juices also play a role.

hope the above points can able to help you as i only able to recall so much.