Using the full spectrum of segmentation variables, describe how Starbucks initially segmented and targeted the coffee market

1. Using the full spectrum of segmentation variables, describe how Starbucks initially segmented and targeted the coffee market.

2. What changed first, the Starbucks customer or the Starbucks experience? Explain your response by discussing principles of market targeting.

3. Is Starbucks’ “value” positioning targeting a new type of customer or simply appealing to existing customer types?

4. Will Starbucks’ “value” efforts work? What alternatives did Starbucks have?