Case Assignment One: Starbucks and City Caf in Taiwan

Students Name & Matric Number & Tutorial Group:

Grading Criteria
Q1

What variables should be used to segment the coffee market in Taiwan? How many groups can you
identify in your segmentation exercise? What are the responses and behaviors of each group?

(25%)

Q2

What group is Starbucks targeting in Taiwan and how do Starbucks offerings fit their
requirements? Which group is City Caf targeting and how do City Cafs offerings fit their
requirements?

(25%)

Q3

How do Starbucks and City Caf position themselves in the market and what do they communicate
to their target customers?

(25%)

Q4

Why is the Presidents Group able to dominate the coffee market in Taiwan with the Starbucks and
City Caf concepts rather than cannabilize against each other with two brands in the same market?

(15%)

Report format and writing

(10%)

Total