Question

How is Starbucks’ product positioned in the market? who, what, and how?

Answer 1

If we look at the positioning strategy of Starbucks, then it is clear that it is using a unique strategy that is not commonly implemented by many competitors in the given industry. The positioning can be termed as unconventional marketing strategy which is unique. The company positioned itself as a perfect and comparatively expensive coffee provider that facilitated the delicious and rich coffee to the customers.

WHO= The company is mainly positioning itself for the middle class and upper-middle-class of the customers who can afford relatively costly coffee

WHAT= The company is mainly using the high price and unique and tasty coffee products to the customers

HOW= It is positioning itself using the price and quality differentiation strategy by providing high quality and relatively costlier coffee products