Target Market Segments

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Target market segments
There are four different market segmentations that Starbucks coffee has targeted to establish its brand equity in the industry. First of all, Starbucks coffee’s demographic segmentation targets men and women in between the age of 25 to 40 years old. (Huff Post, 2013) However, later on the company decided to modify its segmentation to also target students. Starbucks coffee’s geographic segmentation is to target individuals that either goes to the mall, hotel, restaurant and college. Starbucks coffee’s psychographic segmentation targets sophisticated individual who believes in a healthy lifestyles. For last, Starbucks coffee behavioural segmentation is to target individuals who do not care paying the extra price for the higher quality products.
Differentiation points
What make Starbucks Coffee brand different from other competitors such as McDonald McCafe and Tim Horton’s Coffee is that they have higher quality products. They also have higher prices that people don’t care to pay for since they do know that the coffee will be worth the price. Starbucks Coffee brand is also very eco-friendly which is also represented through the meaningfulness of their logo. (McGrath) Their product uniqueness effectively communicates Starbucks Coffee brand.
Positioning
Starbucks Coffee used the unique product positioning as their strategy to represent their brand. Their strategy well represented their product by having uniqueness of their coffee supply. There have exported coffee beans from Ethiopia while their competitors McCafe and Tim Horton’s Coffee only have regular coffee beans of lower quality. This uniqueness has created a strong competitive advantage on the coffee retail market.
Relevance
There are many factors that ...

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...d Marketing Mix. Retrieved from Scribd: http://www.scribd.com/doc/25781010/Starbucks-Targetting-Positioning-and-Marketing-Mix
Starbucks Coffee Company. (2011). Starbucks Company Timeline. Retrieved from Starbucks: http://globalassets.starbucks.com/assets/0e40b1ea48b34b82ae0a987175f1df25.pdf
Starbucks Corporation. (2014). Mission Statement. Retrieved from Starbucks: http://www.starbucks.ca/about-us/company-information/mission-statement
Starbucks Corportation. (2014). Our Brands. Retrieved from Starbucks: http://www.starbucks.ca/careers/brands
Tampon, V. (2013, April 03). Brand Audit: 5 Things A Small Business Can Learn From Starbucks. Retrieved from Digital Philippines: http://digitalphilippines.net/brand-audit/
Trendick, C. (2011, September 20). Stakeholder Analysis. Retrieved from SlideShare: http://www.slideshare.net/catjo1966/stakeholder-analysis-september-2011

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