1. Provide a brief synopsis of the case. Describe Starbucks and its marketing strategy at the time of the case (2002). What issue(s) need to be resolved by the company going forward?
2. Describe the level of customer satisfaction at Starbucks in 1992. Is the level of customer satisfaction the same in 2002? If not, how has it changed?
3. On what bases has Starbucks segmented the coffee market? Describe Starbuck’s target customer(s). Have the characteristics of Starbuck’s customers changed over time. If so, how?
4. How have customer consumption patterns changed over time (i.e. how/why do customers purchase Starbucks coffee? How do customers define service?)? How have customer perceptions of the Starbucks brand changed over time?
5. Describe the value proposition that Starbuck’s is offering its target customer. How well does this proposition align with target customers’ needs and wants in 1992? In 2002?
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