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Management Studies

Starbucks: Just Who is the Starbucks Customer?

Questions for Discussion

1. Using the full spectrum of segmentation variables, describe how Starbucks initially segmented and targeted the coffee market.

2. What changed first, the Starbucks customer or the Star-bucks experience? Explain your response by discussing principles of market targeting.

3. Is Starbucks" value' positioning targeting a new type of customer or simply appealing to existing customer types?

4. Will Starbucks' "value efforts work? What alternatives did Starbucks have?

5. Is It possible for Starbucks to eventually succeed with its goal of 40.000 stores?

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Marketing Management, Management Studies

Category:- Marketing Management
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