Market Segmentation And Positioning for Coffee Stores: An Empirical Study on Starbucks And 85℃, Taichung

• Main Authors: Yi-Shin Tzan, 詹益昕
• Other Authors: Wei-Chun Ko
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/41048805685990696126

碩士 === 朝陽科技大學 === 企業管理系碩士班 === 95 === Abstract Recently, the climate to drink coffees of the nation is getting more and more popular. Under the popularity, the famous brand for foreign coffee stores which has been leaded in Taiwan for several years, Starbucks, has started in the competition with the native brand of coffee stores which is outstanding in the recent years, 85℃. The research main to discuss the targeting, the differentiation from customers, and if the customers agree with what the companies claimed of the two companies which are different no matter from the background, the company culture, or even the style for the brand. Then, we’ll dig out the problem inside, and advance some superficial marketing suggestions, and we hope that would be helpful for the companies. We apply the method of benefit segmentation in the designing of research and the research methods. We use the factors which are figured out by the factor analysis to segment the market. When the market is segmented, we’ll try to compare two of the submarket with each other in these customers’ demographic variances, the factors which the customers pay attention to, and the extent that the customers agree with what each company claimed. The consequences and suggestions by the analyzing from the affective 225 questionnaires are followed as: 1.The effective variances to segment the market are professional-service benefit and age. 2.There are several significant differentiations between the customers under the different segmentations in those variances of age, career, and monthly-available income. 3.The poisoning of Starbucks is apropos, When they make the strategies, they should consider if the strategies are suitable with different cultures. And the native business unites of Starbucks didn’t promote their core conceptions as Americans do. 4.85℃should change their claim of “five-star” into the assertion of “high-grade”, or the customers will regard it as exaggerative so that will cause the differentiation of customer perceived value. They should also improve their administration in brand; the consistency and stability in quality.