Posicionamiento Marketing

UNIVERSIDAD EN

FACULTAD DE ESTUDIOS EN AMBIENTES VIRTUALES

ADMINISTRACIÓN DE EMPRESAS

GESTIÓN DE MERCADOS

EL MERCARDO, LA SEGMENTACIÓN Y EL POSICIONAMIENTO

GUÍA NÚMERO 2

AUTOR

MANUEL ALFONSO RIOS INFANTE

RAÚL EDUARDO RODRÍGUEZ RODRÍGUEZ

PROFESOR

JUAN JOSE LOMBANA

BOGOTA D.C, 27 DE JULIO DE 2014

RESUMEN

ABSTRACT

CONTENIDO

1 Caso del capítulo 7, página 219: Just who is the Starbucks custumer? 1

1.1 Using the full spectrum of segmentation variables, describe how 2

Starbucks initially segmented and targeted the coffee market.

1.2 What changed first, the Starbucks customer or the Starbucks 3

experience? Explain your response by discussing principles of market targeting.

1.3 Based on the segmentation variables, how is Starbucks now 4

segmenting and targeting the coffee market?

1.4 Will Starbucks ever return to the revenue and profit growth 5

that it once enjoyed? Why or why not?

2 Mini simulación: Segmentation, targeting, positionating. 6

JUST WHO IS THE STARBUCKS CUSTUMER

1.1 Using the full spectrum of segmentation variables, describe how Starbucks initially segmented and targeted the coffee market.

Exist many posibilities to segment any market, the variables always will depend of the enviroment aspects, like the goverment situations, economy aspects, the cultural diferencies etc. (Kotler, 2012), for this reason the marketing professional have to segment all the market in small groups to be closer to the best market option for his business. The variables study are geographic, demographic, psychographic and behavioral.

Starbucks initially segmented his market combining the variables before mentioned, geographically the market was located in United States of America, in urban areas, with any kind of weather. Demographically his market was people between 24 and 44 years old, more than all women, the occupation of starbucks market was professional people with specialized studies than american average studies. The race was principally caucasian. Psychographically the social status was upper middle class to and people who earned more money than american average. Conductually the starbucks customers was looking for benefits like quality, service and comfort, was customers who usually visited the stores, including more once per day and finally his customers was highly loyal to starbucks.

1.3 Based on the segmentation variables, how is Starbucks now segmenting and targeting the coffee market?

Through out the development of Starbucks company the customer

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