Starbucks Case Study

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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
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19 Relationships ........................................................................................................... 20 A Strategy for Growth....................................................................................................................20 Market Expansion.................................................................................................... 21 Market Penetration .................................................................................................. 22 Diversification ......................................................................................................... 22 Retail Format Development..................................................................................... 23 Conclusion ...............................................................................................................................................24 Epilogue....................................................................................................................................................25 References ................................................................................................................................................26 Appendices...............................................................................................................................................28 Appendix 1 Starbucks Annual Report 2001 ............................................................. 28

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