Segmentation/Targeting/Positioning (STP)

On the brand Starbucks

Question 1 (Segmentation & Targeting)

Describe 3-5 segments Starbucks currently targets. Use table and use the types of segmentation laid out in a text.

	Segmentation	Potential Customer Profiles
	Bases
		1	2	3	4	5
	Profile Name:
	Geographic
	Demographic
	Psychographic
	Benefits Sought
	Usage Rate

Question 2 (Positioning)

How does Starbucks position itself for each of the target markets you identified in question #1? Use the positioning strategies outline n class or in the text for this discussion. Is the positioning the same for each target market identified or is it different? Why do u think Starbucks has chosen this particular positioning strategy(ies)?

Describe/make a positioning statement that thinks this company is using.

QUESTION 3 (Examples of media used)

Describe examples of how Starbucks executes on the positioning strategy(ies) have identified in question 2. How do their ads reflect the positioning suggest to the target markets you have identified? Include specific links to any ads you are referencing. Should include at least 3 examples.