In marketing, positioning of a product generally means
to identify the right group as customers and ways to reach
them.
The following are the position strategy of
Starbucks:
- Social Class: Starbucks targets the high end
customers who could afford on higher prices for their product and
services.
- Geographic: Since it is a global organization
one of its positioning is adaptive positioning, it adapts the
trends where ever they set their shops.
- Quality: Even though it is globalized they
position their quality as same across by purchasing the raw
material which is the coffee bean only from a particular
region.
- Networking: Starbucks position itself as a
placed to relax, network and socialize among people.