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Starbuck’s Market Segment Matrix

Starbuck’s Market Segment Matrix Team 4: Nina Huynh, Travis Lanthier, John Ly, Bradley Thomson, Christien Wilhem February 14, 2008 Market Segment Matrix Identifying Various Markets Porters 5 Competitive Forces Ansoff’s Growth Matrix Recommendation of one Market Segment for “YOU”

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Starbuck’s Market Segment Matrix

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  1. Starbuck’s Market Segment Matrix Team 4: Nina Huynh, Travis Lanthier, John Ly, Bradley Thomson, Christien Wilhem February 14, 2008

  2. Market Segment Matrix • Identifying Various Markets • Porters 5 Competitive Forces • Ansoff’s Growth Matrix • Recommendation of one Market Segment for “YOU” • Identifying Major Competitors

  3. Various Markets • Gourmet Coffee • Regular drip Coffee • Skinny Platform • Non- Coffee Gourmet Drinks (tea, chai, smoothies) • Image • Bottled Coffee

  4. Various Markets • Gourmet Coffee • 18-34 year old coffee drinkers want something more than just coffee • Unique and Different, Starbucks Exclusive • Examples: Caramel Macchiato and Gingerbread Latte

  5. Various Markets • Brewed Coffee • Older in Age • Generally just want coffee for a caffeine fix • People that are in a hurry. • Image • Well known brand • Work fast • Status

  6. Various Markets • Bottled Coffee • People on the go • Mid-day pick me up • Usually found at Grocery Stores. • Examples: • Double Shot • Caramel Frappuccino • Vanilla Frappuccino • Mocha Frappuccino

  7. Various Markets • “Skinny Platform” • Lower in Calories • Sugar-Free Syrup, Skim Milk and no Whip Cream • Enjoy great coffee without the calories (only 90 calories!) • Examples: • Skinny Cinnamon Dolce Latte • Skinny Mocha • Skinny Caramel latte

  8. Various Markets • Non- Coffee Gourmet Drinks • Ideal for people that are non-coffee drinkers • Examples: • Green Tea Frappuccino • Tazo Chai Latte • Blended Smoothies • Hot Chocolate • Iced Tea

  9. Segmentation Strategy • Concentrated Targeting • Focusing on the niche of gourmet coffee drinkers • Make our coffee stand out compared to others • Expanded product line after establishing the niche.

  10. Porter’s 5 Competitive Forces

  11. Porter’s 5 Competitive Forces • Entry of Competitors (How is easy is it? • Threat of substitutes • Bargaining power of suppliers • Bargaining power of suppliers • Intensity of Rivalry

  12. Ansoff’s Growth Matrix

  13. Focus on 18-24 year olds • Starbucks is the most visited Coffee shop!! • Averages around 5.3 visits per month per person • 55% of 18-24 year olds have visited a coffee shop in the last month • 75% with the average being 63% “use cream-type or whitener-type products with my coffee”

  14. 18-24 year olds • 18-24 year olds are the largest segment of consumers (61%) that drink coffee for an energy boost (average is 43%) as well as, to help them concentrate (26% vs. 18% average) • Mintel

  15. How Coffee Houses are Used • 18-24 year olds • 80% go to get coffee and snacks • 49% go to socialize • 43% go to unwind and relax • 26% go to study or work Mintel

  16. Reasons for visiting a Coffee House • 18-24 year olds • 68% for reasonable price • 61% for the wide variety of coffee, tea and other beverages • 69% Conveniently located

  17. Two Major Competitors

  18. Conclusion Questions Anyone?? • Thank You and Have a Happy Valentines Day!

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