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Starbucks: Segmentation Criteria & Competitive Landscape

Starbucks Company would like to introduce coffee ice cream

Describe segmentation criteria Starbucks would use, analyze their current competitors, and define their competitive landscape.

Solution Preview

This is an interesting concept. First, let us look at the attributes of this product:

Coffee is loved by millions of people. So is ice cream. Having a creamy delicious coffee ice cream would be a good product offering for Starbucks. Starbucks is in fact one of world leaders of coffee - they could transition their expertise in the coffee field to ice cream.

We have already seen Starbucks venture into other coffee products such as an alcoholic beverage ( Coffee ice cream is a product that can be considered a sophisticated, and might not appeal to all segments of the population. For example, ice cream is often seen as a treat for children, but parents will not be serving coffee ice cream to their children. On the flip side, teenagers are notorious for enjoying whipped cream-doused frappuccinos ( - ice cream might be a product that would peak similar interests.`

As well, people frequent Starbucks all day long. In the morning, people are in a rush and grab their morning coffee with a muffin. In the evening, people linger at a ...

Solution Summary

This solution provides a segmentation criteria and a competitive landscape.