There are many different customer needs of customers who purchase coffee away from their home on a regular basis. (Starbucks, Tim Hortons etc.)

Imagine that you are the marketing director at Starbucks and have been asked to review the positioning and market strategies for the company. Your first task is to review the various segments in the away from home coffee market.

How would you segment the coffee market based on the different customer needs? List 5 segments and briefly describe in a few words what customers in each segment needs/want/what is important to the customers in each segment

For example - Busy Early Morning Commuters - looking for quick service, premium coffee, pre order capabilities. (You can use this one to start - you need 4 more). To help think about what you do at, or how you use your favourite coffee shop and what you might see others do.

b) Once you have the 5 segments what would be your next step - just state what you would do not how you would do it.