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Starbucks Case Study
STARBUCKS
Case Study

Alex Cochran May 2003

Starbucks – A Case Study. Table of Contents

Alex Cochran 2003

Executive Summary..................................................................................................................................3 Market Segmentation ...............................................................................................................................4 Methods of Segmentation................................................................................................................4 Lifestyle Segmentation in the Specialty Coffee Market ..............................................................5 Segments ................................................................................................................... 5 Identifiable ................................................................................................................ 6 Sizeable...................................................................................................................... 6 Actionability .............................................................................................................. 6 Accessibility ............................................................................................................... 7 Sustainable Competitive Advantage......................................................................................................8 The Path to Protection. ....................................................................................................................8 Raising the Bar – Starbucks Advantage.........................................................................................8 Customer Loyalty....................................................................................................... 9 Location .................................................................................................................. 10 Vendor & Supply Chain Relations
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