Running head: MARKET SEGMENTATION

Market Segmentation

Introduction

Background Information about the Research paper:

This paper discusses the market segmentation and targeting strategies used by the Starbucks Coffee Company in the USA market. Starbucks is an American coffee company that is the world largest coffee company with around 23000 stores in 64 countries. The company has around 13000 stores in the USA to target the customers (Starbucks Corporation, 2014). Starbucks holds approx 33% market share of the coffee in the US through its effective segmentation strategies. This paper discusses Starbucks major segmentations strategies including demographic, geographic, and psychographic categories that night be used by the company to target potential customers of the coffee in the...