Would you pay $12 for a cup of coffee? Starbucks is betting enough people will say yes,
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Would you pay $12 for a cup of coffee? Starbucks is betting enough people will say “yes,” as it launches a chain of luxury coffee shops called Starbucks Reserve. Which generation(s) do you expect Starbucks Reserve to attract: baby boomers (ages 53 and over), generation X (ages 33 to 52), or millennials (ages 13 to 32)? Briefly explain. To be successful as a luxury coffee bar, how does Starbucks need to distinguish Starbucks Reserve coffee shops from its standard Starbucks coffee shops?
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It is unlikely that Starbucks Reserve will attract many baby boom...View the full answer
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