Wk4_5Cs4Ps_updated

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Marketing Flow

Framework: 5Cs & 4Ps

Marketing Analysis (5Cs)

Marketing Mix (4Ps)

Customer Acquisition & Retention

Starbucks

Companywide Strategic Planning –
BCG Growth‐Share Model

Companywide Strategic Planning –
Product/Market Expansion Grid

Coffee Wars – Starbucks vs. McDonald’s

McDonald’s Campaign

Starbuck’s Response

Starbucks vs. McDonald’s

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Marketing Analysis (5Cs)
• Customers: initiator, decider, influencer, purchaser, user
• Company: corporate strengths and weaknesses,
market/product fit
• Competitors: current and potential
• Collaborators: upstream (supplier) and downstream
(retailer)
• Context: culture, regulation, politics, social norms,
technology

Segmentation/Targeting/Positioning (STP)
• 2 Key Questions
– Which potential buyers should the firm attempt to
serve?
– How much customization should the firm offer?

Segmentation/Targeting/Positioning (STP)
• Segmentation: to describe the customer’s behavior or relationship
to a product
– Demographic (age, income, gender, occupation)
– geography (nation, region, urban vs. rural)
– Lifestyle (hedonistic vs. value oriented)
• Targeting: selecting the segments to serve
– Need to consider
• Own Strengths and Weaknesses
• Resources Available (i.e. collaborators)
• Corporate Goals and Fit
• Financial Returns
• Positioning: specify the position the firm wishes to occupy in
customer’s mind
– Help solve the Marketing Mix (4Ps) problem

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