This report provides an in-depth analysis of Starbucks' business management and positioning strategy, focusing on its operational concept, products, and geographical locations. It delves into the company's market segmentation, targeting affluent customers through mono segment, adaptive, and standby positioning strategies. The marketing and promotion strategies, including the 4Ps model (product, place, promotion, price), are examined, highlighting Starbucks' premium pricing and unique sales techniques like merchandising and retailing. The report also identifies Starbucks' existing capabilities, unique selling points, and brand promises, emphasizing its focus on creating a customer experience. The company's resources, competences, and competitive advantages are discussed in detail, providing a comprehensive overview of Starbucks' approach to business management and market positioning.