Select Starbucks Service Brand and write a positioning statement for the brand using the statement format or the ABC format discussed in class and in the

You can do additional research on the brand for background on the Service brand you select but please don't copy and paste information from the brand's website - it's mostly ad copy - not a positioning statement. Most brands don't publish this information

If you wish, use the format in the How to Write a Positioning Statement document.

After you write the positioning statement provide your rationale for each section:

1. target Group - why you selected

2. Frame of reference - why and what brands you belive are the main competitors,

3. Uniqueness/difference - why do you believe this is the brand's point of difference

This exercise is not for you to research the brands positioning online and restate it. As mentioned, positioning statements are difficult to find - usually closely held information, as part of a marketing plan. But do your best to develop a positioning statement with the information you know and make any assumptions that are required.

Sometimes you can re-engineer the positioning strategy by looking at the brand ads - TV, magazines, social media - this is what you should research and interpret, not corporate documents that describe their market positioning.