Question: Based on the segmentation variables, how is Starbucks now segmenting and targeting the coffee market? By now, you should be familiar with the Starbucks story.

Based on the segmentation variables, how is Starbucks now segmenting and targeting the coffee market?
By now, you should be familiar with the Starbucks story. After a trip to Italy in the early 1980s, Howard Schultz was inspired to transform Starbucks—then just a handful of coffee shops in Seattle—into a chain of European-style coffeehouses. His vision wasn’t based on selling only gourmet coffees, espressos, and lattes, however. He wanted to provide customers with what he called a “third place”— a place away from home and work. As CEO of Starbucks, Schultz developed what became known as the Starbucks Experience, built around great coffee, personal service, and an inviting ambiance

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