School Project

1. Principal of MarketingStarbucks

3. Variety of beverages for targeted segment

4. Prominent locations all over Singapore

5. Found in almost all shopping malls

6. Known for high quality coffee.

7. History of more than 39 years

9. Targeted customer segments Starbucks divides market into smaller groups of buyers with distinct needs, characteristics, or behaviors requiring separate products or marketing mixes Mainly demographic and geographic segmentation used

10. Survey Research Objectives What consumers think about Starbucks How consumers feel about Starbucks by asking 4 ‘P’s of marketing E.g. We ask about affordability of Starbucks to find out consumers perception on pricing of Starbucks products

15. Paying for Quality or Quantity

17. Informative e.g. new flavors of beverage

20. Type of promotion

23. Whether ambience of location of Starbucks affects patronage

28. Quality of Starbucks products: 8/10

30. Or expand brand extension line / Go into multibranding