Questions for Discussion
1. Using the hill spectrum of segmentation variables, de-scribe 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. Ls 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?
Attachment:- Starbucks.rar