Introduction: In this assignment, I will write a lot about segmentation. It will include an explanation of what segmentation is and how it works in businesses. I will also include some examples to help explain and analyze why segmentation is very important for all businesses, including my chosen business. During this assignment, I will also explain the relevance of segmentation to my chosen company and how they use it as part of an overall marketing strategy. Description of Segmentation: The purpose of market segmentation is to divide a large market into smaller parts in which consumers have similar characteristics and needs for goods and services. Consumers could also be segmented into several consumer groups. For example, the demographic segmentation that corresponds to the customer group could be sorted by age, gender and annual income. So we take the big group to separate them, first we separate the men and women. . We can sell most products to women, so we want to segment the base point on that group, and then next we segment the base point based on income that maybe we're selling to a higher class segment. Again, we continue to segment until we get a small group that has the highest probability of purchasing our products, which is the goal or objective of the business. In addition to demographic segmentation, businesses can also use geographic segmentation which simply involves dividing the market into groups. depending on geographical criteria such as location, can be distributed according to administrative division. But it can also be broken down by geographic region, such as the division of autonomous regions, municipalities, counties or coastal, urban and rural areas. In different regions, consumer demand is obvious...... middle of paper ......ReferenceStarbucks Corporation, nd Starbucks. [Online]Available at: http://www.starbucks.com/[Accessed February 25, 2014].Anon., nd Reseachomatic. [Online] Available at: http://www.researchomatic.com/Starbucks-Market-Segmentation-And-Positioning-103307.html [Accessed February 26, 2014]. Cachola, J., 2012. [Online] Available at: http://cacholajennifermar100.blogspot.co.uk/2012/12/chapter-8-segmenting-and-tarketing.html[Accessed February 24, 2014].McDonald , 2012. Market Segmentation: How to Do It and How to Profit from It, Chichester: John Wiley & Sons Ltd. McDonald, 4th 2010. Market Segmentation, sl: oxford Goodfellow Publishers Limited. Molnar, J., 2012. Starbucks Marketing. [Online]Available at: http://www.youtube.com/watch?v=9HVMhm59Ibs[Accessed 26 2 2014].Starbucks Corporation, 2013. Starbucks Fiscal 2013 Annual Report - FINAL, sl: sn.