STP of Starbucks

RUNNING AHEAD: STP of Starbucks 1
50@50 ASSESSMENT 2
MMK101 TRIMESTER 1 2018
SEGMENTATION,
TARGETING,
DIFFERENTIATION AND
POSITIONING STRATEGY
Student Name:

STP of Starbucks 2
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STP of Starbucks 3
Table of Contents
1.1. Background...........................................................................................................................3
1.2. Market Segmentation............................................................................................................3
1.2.1 Market Segmentation of Starbucks.....................................................................................4
1.3. Target Market.......................................................................................................................5
1.3.1 Target Market for Starbucks...............................................................................................6
1.4. Differentiation and Positioning Strategy..............................................................................6
1.4.1 Differentiation strategy of Starbucks..................................................................................6
1.4.2. Positioning Statement of Starbucks...................................................................................7
1.4.3. Positioning Map of Starbucks............................................................................................7
Reference List..................................................................................................................................8