Access over 20 million homework & study documents

Starbucks Perceptual Map

Content type
User Generated
Subject
Marketing
Type
Homework
Rating
Showing Page:
1/4

Sign up to view the full document!

lock_open Sign Up
Showing Page:
2/4

Sign up to view the full document!

lock_open Sign Up
Showing Page:
3/4

Sign up to view the full document!

lock_open Sign Up
End of Preview - Want to read all 4 pages?
Access Now
Unformatted Attachment Preview
Running head: STARBUCKS PERCEPTUAL MAP Starbucks Perceptual Map Student’s name Institution Date 1 STARBUCKS PERCEPTUAL MAP 2 Starbucks’ Perceptual Map Product position is a process through which marketers seek to communicate the attributes of their products to the customers. Through positioning, marketers seek to differentiate products from those of their customers by identifying and communicating their unique selling points. Based on the attributes the customer perceive in these products, a perpetual map can be developed which help a marketer to identify how customers view their products compared to other competitors in the market. A perceptual map is a diagram drawn to illustrate the customer’s perceptions or the views of a given product compared to other similar products in the market (Chiang, Lin, & Wang, 2018). For Starbucks in this case, the perceptual map involves comparing its offerings against those of other coffee company and coffeehouse chain. Below is a perceptual map of the coffee industry, comparing the competitors in direct competition with Starbucks. Compared to McDonalds and Dunkin’ Donuts, its two main competitors in the US market, Starbucks offers h ...
Purchase document to see full attachment
User generated content is uploaded by users for the purposes of learning and should be used following Studypool's honor code & terms of service.

Anonymous
Really helpful material, saved me a great deal of time.

Studypool
4.7
Trustpilot
4.5
Sitejabber
4.4