Case Analysis Assignment 1-Segmentation Targeting and Positioning This Bar Saves Lives (TBSL): Focusing on the Target Who is Our Customer? The TBSL team sat around the table. Scattered on the table were the results of the past several months of market research. Today's meeting had been called to discuss options for selecting a target market to pursue. The team felt that it made sense for them to concentrate their efforts initially on a single customer group because that would give them a chance to refine their marketing strategy with-out wasting money unnecessarily as they learned how best to market their bars. Limiting the focus to one customer group would also require less initial investment. While the group did have funding, it was not unlimited, and like many startups, the group knew that every dollar counted. From their research the team had identified four possible target customer groups and developed a summary profile for each group that captured the exemplar for each group in a single person. The four profiles included: Coffee Bar Carly Carly was a 20-to-40 year old who could be found almost daily in a local coffee bar. She often had her laptop or tablet with her. For her, the coffee bar served different roles. Some days she would start her day there with her morning java and a light breakfast. Other days