STP-Starbucks

Segmentation, targeting, and positioning (STP) form the foundation for a company’s entire marketing plan – all strategies must align with these components – so clearly defining them is critical to the company’s success.

Part A: Describe 3 worthwhile (existing or new) consumer segments for your chosen company/product (Starbucks), using multiple segmentation variables for each segment. Maximum 1 page single-spaced, either point-form or brief paragraphs.

Part B: Choose 1 segment from Part A that you would target, and justify your choice. Maximum 2 paragraphs single-spaced.

Part C: Write a positioning statement for your chosen company/product, targeted to your chosen segment from Part B. Maximum 1 paragraph single-spaced (but if you are efficient, one sentence could suffice).