Target Market SegmentsThere are four different market segmentations that Starbucks Coffee has targeted to establish its brand value in the industry. First, Starbucks coffee demographic segmentation targets men and women between the ages of 25 and 40. (Huff Post, 2013) However, the company later decided to change its segmentation to also target students. Starbucks Coffee's geographic segmentation is to target individuals who go to mall, hotel, restaurant and university. Starbucks coffee psychographic segmentation targets sophisticated individuals who believe in a healthy lifestyle. Finally, Starbucks coffee behavioral segmentation aims to target people who don't mind paying a premium for higher quality products. Points of Differentiation What makes the Starbucks Coffee brand different from other competitors like McDonald McCafe and Tim Horton's Coffee is that they have higher quality products. They also have higher prices that people don't want to pay because they know the coffee will be worth the price. The Starbucks Coffee brand is also very environmentally friendly, which is also represented by the meaning of their logo. (McGrath) The uniqueness of the product effectively communicates the Starbucks Coffee brand. Positioning Starbucks Coffee has used unique product positioning as a strategy to represent its brand. Their strategy represented their product well due to the uniqueness of their coffee supply. They exported coffee beans from Ethiopia while their competitors McCafe and Tim Horton's Coffee only have lower quality regular coffee beans. This uniqueness has created a strong competitive advantage in the retail coffee market. Relevance There are many factors that...... middle of paper ......d Marketing Mix. Retrieved from Scribd: http://www.scribd.com/doc/25781010/Starbucks-Targetting-Positioning-and-Marketing-MixStarbucks Coffee Company. (2011). Starbucks Company Timeline. Retrieved from Starbucks: http://globalassets.starbucks.com/assets/0e40b1ea48b34b82ae0a987175f1df25.pdfStarbucks Corporation. (2014). Mission statement. Retrieved from Starbucks: http://www.starbucks.ca/about-us/company-information/mission-statementStarbucks Corporation. (2014). Our brands. Retrieved from Starbucks: http://www.starbucks.ca/careers/brandsTampon, V. (2013, April 3). Brand Audit: 5 Things a Small Business Can Learn from Starbucks. Retrieved from Digital Philippines: http://digitalphilippines.net/brand-audit/Trendick, C. (2011, September 20). Stakeholder analysis. Retrieved from SlideShare: http://www.slideshare.net/catjo1966/stakeholder-analysis-september-2011