Analysis of STP Strategies for Independent Coffee Shop Business

This entrepreneurial project provides an in-depth analysis of the STP (Segmentation, Targeting, Positioning) strategy for an independent coffee shop. The assignment begins by defining segmentation, highlighting the use of behavioral and psychographic criteria to understand customer preferences, particularly focusing on health-conscious consumers. It then explores targeting, emphasizing the focus on specific age groups, especially young and older adults, who are increasingly concerned about health and fitness. The project also covers positioning, explaining how the coffee shop can create a favorable image by promoting quality and health aspects through online and offline media. The project concludes by discussing the benefits and attractiveness of STP, highlighting its role in differentiating the coffee shop from competitors, focusing marketing efforts, and creating a strong brand image through effective communication and promotions of health-focused products.

Entrepreneurial project

Table of Contents
MAIN BODY...................................................................................................................................3
STP of independent coffee shop ................................................................................................3
REFERENCES................................................................................................................................5

MAIN BODY
STP of independent coffee shop
Segmentation : it refers to divide the market on the basis of different criteria. Segmentation can
be done on demographic, geographic, behavioural and psychographics basis. The independent
coffee shop use the behavioural and psychographics basis for the segmentation. They segment
the market and provide the product on the basis of the behaviour, culture and lifestyle of the
customer (Johannisson, 2017). Now the customer are more focus towards the health issues and
try to maintain their health and fitness. The independent coffee shop try to provide healthy
drinks, muffins, pastries with diet effect etc. The segmentation of market on the basis of the
social and behavioural basis help the shop to attract more customer.
Targeting : It refers to focus on the particular group and area to establish the business more
effectively and earn the revenue. The independent coffee shop target all the age group customer
and mostly the young and old age group because they are more conscious toward their health and
fitness. Now the young generation join the different gym and fitness classes to make their body
fit and fine. It also protects them from various disease (Zhang and Wang, 2019). The old age
group also attain the yoga session. The idea of healthy and highly protein drink will attract these
age group.
Positioning : It refers to create image in the mind of customer by the different promotional
activities. Independent coffee shop can use the quality and health aspect to create image and
loyalty in the mind of customer (Sheth, 2018). They have to use the online and offline media to
attract customer and provide free health drinks to capture their attention. The usage of organic
and superfood ingredients create a good image and attract them to buy the product.
Benefits and attractiveness of STP to the coffee shop
The segmentation, targeting and positioning of product and services help the coffee shop to
differentiate the product like drinks, muffins, protein drinks from the other restaurants and coffee
shop in the market. It helps the shop to disclose the products to the customer. Segmentation
provides the way to get the customer and segment the market to make the attention on particular
area rather than to focus on whole area (The segmentation, targeting and positioning model,
2019). Targeting help the independent coffee shop to focus on the particular age group and the
customer which have interest in the healthy drinks. It also helps the shop to reducing the cost and

time to evaluate the behaviour and trend of UK market. Positioning provide the way to attract
customer and create image in their mind to recognize the product and services. They have to use
the social media, advertisement, mass communication to communicate the benefits of the healthy
drink to the customer. Like the sugar free drinks protect from disease, detox and gluten help
them to strong their immune system and protect them from the different disease. In UK customer
are more willing to join gym and attracted towards the fast food. The healthy drinks with full
nutrition and healthy ingredients help the customer to re-boost the energy level.

REFERENCES
Books and Journals
Johannisson, B., 2017. Networking and entrepreneurial growth. The Blackwell handbook of
entrepreneurship, pp.368-386.
Zhang, J. and Wang, R., 2019. Research on the Marketing Strategy of New Energy Vehicles in
SL Company. American Journal of Industrial and Business Management, 9(2). pp.306-
314.
Sheth, J.N., 2018. How social media will impact marketing media. In Social media
marketing (pp. 3-18). Palgrave Macmillan, Singapore.
Online
The segmentation, targeting and positioning model. 2019. [Online]. Available through :
<https://www.smartinsights.com/digital-marketing-strategy/customer-segmentation-targeting/
segmentation-targeting-and-positioning/>