Essay on Starbucks Marketing Mix

2312 Words Jun 16th, 2015 10 Pages
This essay will illustrate the extent to which effective marketing must incorporate Segmentation, Targeting and Positioning.

Segmentation, targeting and positioning is a three stage process. Segmentation describes what kinds of customers exist, targeting describe target market which is best to serve and positioning which describe segmentation by categorizing the products or services for that segment.

Segmentation is “the process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs, wants, or demand characteristics. Its objective is to design a marketing mix that precisely matches the expectations of customers in the targeted segment.”
Segmentation try to find out what
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- Evaluating the worth of each segment (sales/profit potential).
- Estimating whether the segment is:
Ø Distinguishable.
Ø Measurable
Ø Sizable.
Ø Accessible.
Ø Growing.
Ø Profitable
Ø Compatible with the firm’s resources.

Positioning “has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.”
Positioning involves on affecting the target. The example can be Apple Computer has chosen itself as user-friendly computers. Thus, Apple advertising itself as a computer for “non-gigs”.
Positioning of a product is a sum of the attributes which are normally described by the customers. Describe its standing, target market, quality, strengths, weaknesses, prices and any other values the product represents.

The STP process demonstrates the links between an overall market and how a company chooses to compete in that market. It is sometimes referred to as a process, with segmentation being conducted first, then the selection of one or more target markets and then finally the implementation of positioning. The goal of the STP process is to guide the organization to the development and

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