S.T.P of Starbuck
Geographic : Big cities: Beijing, Shanghai, Guangzhou
Developed coastal cities: Hangzhou, Suzhou, Qingdao, Shenzhen
Second-tier developed cities: Chengdu, Chongqing, Dalian, ShenyangDemographic segmentation in terms of education, income, age
Psychographic: Those who are stylish, Self-decisive and characteristic like drinking coffee.
Men and women with age of 25 to 40 is Starbuck’s primary target market
Younger customers, less educated as well as those with lower pay scale are their potential consumers.
Starbucks has positioned its brand as “qualitative” and “highly esteemed”. Being in an extremely competitive environment it is crucial to set up itself like an upscale brand primarily through its furniture, layout and service to create difference in its customers’ minds. Concerning employee satisfaction, they make them as partners and provide them with personal security, freedom to participate in every decision of the business and make it successful.