Write a two page paper that explains your thoughts and ideas on each of the following questions: how did Starbucks initially segment and target the coffee market? What changed first—the Starbucks customer or the Starbucks experience? Explain your response using the principles of market targeting. Based on the segmentation variables, how does Starbucks now segment and target the coffee market? Will Starbucks ever return to the revenue and profit growth it once enjoyed? Why or why not?

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Segmentation Segmentation is the process of dividing a broad target market into the consumer subsets who possessed common needs wants and then composi... View the full answer