Starbucks

Report Body:

I. Phase I

A – Introduction (1 to 2 pages): This section should include background factors about the
chosen company (such as, historical glance about major accomplishments made by the company,
the industry, a general overview of its products, and its customers). Also, provide some
information about the chosen product (explain briefly the benefits provided by the product, the
product’s competitive position in the market, and reasons that led the group to choose this
product).

B –Situation analysis:
1) Competitor Analysis (1 to 2 pages): Identify and analyze the current competitors
and list all the substitutes for your product in the market. Discuss the competitors’
strength and weakness compared to yours and highlight the points of differentiation
mentioned through their promotions and ads. It is better to organize your analysis here in
a table.

2) SWOT analysis (1 to 2 pages): relying on all what you have mentioned in the
above, develop a SWOT analysis for the product in the local “Qatari” market. You will
have to do a table that lists all the important points briefly and then elaborate on the most
important ones. Make sure to have at least 3 points in each area (3 strengths, 3
weaknesses, 3 opportunities, and 3 threats).
3) Customer analysis (1 to 2 pages):
– Whom are the targeted customers for this product? What segmentation bases were used
to segment the market? Draw a diagram showing all resulting segments in the market
using the segmentation variables you have identified.
– Provide a detailed description of the target segment’s profile in terms of consumers’
demographics, needs, consumption behaviors, preferences, life styles, involvement level,
etc.

4) Product Positioning (1 to 2 pages): Explain and write a positioning statement of
the product as follows:
For [insert Target Market], the [insert Brand] is the [insert Point of Differentiation]
among all [insert Frame of Reference] because [insert Reason to Believe].

i. The point of differentiation (POD) describes how your brand or product
benefits customers in ways that set you apart from your competitors.
ii. The frame of reference (FOR) is the segment or category in which you
compete.
iii. The reason to believe: this is a statement providing compelling evidence
and reasons about why customers in your target market should have
confidence in your differentiation claims.