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Mission: To be premier purveyor of coffee in the world
Background Information Established by 3 friends who opened small shop in 1971 Sold fresh-roasted, gourmet coffee beans and brewing/roasting accessories More than 17,133 retail stores in 49 countries now
Targeted customer segments Starbucks divides market into smaller groups of buyers with distinct needs, characteristics, or behaviors requiring separate products or marketing mixes Mainly demographic and geographic segmentation used
Survey Research Objectives What consumers think about Starbucks How consumers feel about Starbucks by asking 4 ‘P’s of marketing E.g. We ask about affordability of Starbucks to find out consumers perception on pricing of Starbucks products