Behavioral segmentation of starbucks

MARKETING 1 Starbucks Corporation Marketing Plan Name Institutional Affiliation Instructor Course Title Date MARKETING 2 Starbucks Corporation Marketing Plan Part Two First and foremost, a marketing plan serves as a strategic roadmap, which organizations utilize in organizing, executing, and tracking their marketing strategies over time. The concept of a marketing plan will incorporate different marketing strategies for different marketing teams across an organization, working towards achieving the same company goals and objectives. This project thus examines and explains the marketing plan that Starbucks Company could use to reach its target market to ensure its competitiveness in the current globalizing and competitive business environment. Marketing Information and Research Research Question Based on this marketing plan, the main research question entails whether aligning the coffee flavor drink with the market cultural standards would increase the target market’s satisfaction. Most coffee drinkers were unhappy with their coffee experiences since they were never culturally aligned (Hawley, 2019). Information Needed To answer the above question, first, Starbucks must consider information on the current consumers’ tastes and preferences on coffee flavor drinks regarding their cultural standards and expectations. The responses on what they expect must be culturally-specific. Secondly, the company must inquire about the experience outcomes that these coffee drinkers undergo after having such coffee flavors. MARKETING 3 Research Recommendations According to the information required above, the recommended research methods include primary methods. For example, primary research involves interviewing potential local customers to gather information on the product’s cultural taste and preference. It also involves surveying through an online platform; that is, via company Facebook or any other company, an online platform to find global customer views on the Starbucks’ coffee drink flavor. This research approach is recommended since it provides first-hand information by directly dealing with the consumers. The company thus knows exactly what and where to begin modifying the product. Customer Decision-Making profile Identifying the Customer and Problem Concerning this marketing plan, the primary decision-maker in the target segment is the middle-income population, and people who enjoy having their coffee flavor drink. These people like remaining ever stress-free from their work and family life stressors. They thus make a buying decision based on their cultural taste and preference of the coffee flavor drink. Therefore, the problem Starbucks’ coffee drink aims to solve is reducing negative thoughts and increasing enjoyment by boosting people’s moods. This target market include consumers who would want to reduce stress, including work stress, family issues, stress, and others, to gain enjoyment while having their cultural-sensitive coffee drink because they believe coffee drink reduces stress by around 45%. MARKETING 4 Factors Influencing Customers Decision Target Segment Brief Profile This marketing plan majorly focuses on a specific target segment. Under geographic characteristics, Starbucks must first begin with the local consumers, that is, within Seattle, Washington. They produce a small batch of the culturally sensitive coffee product to test the quality and convenience of the coffee flavor drink before producing for the global sales since it serves locally and internationally (Thompson, 2019). Secondly, with social and psychological characteristics, the target segment falls in the middle social class with the belief that coffee flavor drink reduces stress, including work stress, family issues stress, and others, and brings enjoyment while having it.