1) What macro-environmental factors external to the company should Starbucks be most concerned about? How do these factors affect Starbucks? Explain.
2) How would you segment coffee customers? What should Starbucks' target customer(s) be? Explain.
3) How is Starbucks positioned in the minds of the consumer? Do you think Starbucks should change this positioning? If yes, to what position and how might Starbucks do this? If no, why not? Explain.
4) What strategies do you feel Starbucks should consider to grow? Describe in some detail.
5) Choose a growth strategy from your answer to Question 4, above, and recommend what Marketing Program (4 P strategy) Starbucks should implement to achieve this growth strategy. Be specific in your answer.