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Market Segmentation Using an organization and a product of your choice, write a paper discussing th

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Market Segmentation 1
Running head: MARKET SEGMENTATION
Market Segmentation

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Market Segmentation 2
Introduction
Background Information about the Research paper:
This paper discusses the market segmentation and targeting strategies used by the
Starbucks Coffee Company in the USA market. Starbucks is an American coffee company that is
the world largest coffee company with around 23000 stores in 64 countries. The company has
around 13000 stores in the USA to target the customers (Starbucks Corporation, 2014).
Starbucks holds approx 33% market share of the coffee in the US through its effective
segmentation strategies. This paper discusses Starbucks major segmentations strategies including
demographic, geographic, and psychographic categories that night be used by the company to
target potential customers of the coffee in the US market.
What is Segmentation?
Segmentation means partition the commercial center into parts, or sections, which are
determinable, open, significant, and beneficial and have a development potential. As such, an
organization would think that it difficult to focus on the whole market, as a result of time,
expense and exertion confinements. It needs to have a "quantifiable" fragment - a mass of
individuals who might be distinguished and focused with sensible exertion, cost and time.
Segmentation undertakes extraordinary centrality in today's jumbled commercial center, with
many items, media multiplication, promotion weakness and general monetary issues as far and
wide as possible markets. Rightly sectioning the commercial center can have the effect in the
middle of triumphs and close down for an organization

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Bases for Market Segmentaon
Geographic
(Region, Locality, Urban / Rural etc.)
Demographic
(Age, Gender, Income, Educaon, Family Size etc.)
Behavioral
(Usage Rate, User Status, Buying Moves etc.)
Psychographic
(Life-Style, Personality etc.)
Market Segmentation 3
Starbucks Market Segmentation Strategies
Companies are segments markets to target the potential customers through considered the
different types of buyers or customers characteristics.

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