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Using the full spectrum of segmentation variables, describe how Starbucks initially segmented and targeted the coffee market.
In 20 years' time,
Schultz grew the company to almost 17,000 stores in dozens of countries. From 1995 to 2005, Starbucks added U.S. stores at an annual rate of 27 percent, far faster than the 17 percent annual growth of McDonald's in its heyday. At one point, Starbucks opened over 3,300 locations in a single year--an average of 9 per day. In one stretch of crowded Manhattan, a person could get their caffeine fix at any of five Starbucks outlets in less than a block and a half. In fact, cramming so many stores so close together caused one satirical publication to run this headline: "A New Star-bucks Opens in the Restroom of Existing Starbucks."
Question 2
Given the industries in which Cisco competes, what are the implications for the major types of buying situations?
Competition exists when the firm is able to deliver the same benefits as competitors but at a lower cost (cost advantage), or deliver benefits that exceed those of competing products (differentiation advantage). Thus, competition enables the firm to create superior value for its customers and superior profits for itself.
"Cisco works hard to retain staff in the acquired companies as these are the most valuable asset. They are quickly integrated, provided with new opportunities and much freedom". Cisco provides various relevant trainings to make them advanced with the new products and technologies.
In 20 years' time,
Schultz grew the company to almost 17,000 stores in dozens of countries. From 1995 to 2005, Starbucks added U.S. stores at an annual rate of 27 percent, far faster than the 17 percent annual growth of McDonald's in its heyday. At one point, Starbucks opened over 3,300 locations in a single year--an average of 9 per day. In one stretch of crowded Manhattan, a person could get their caffeine fix at any of five Starbucks outlets in less than a block and a half. In fact, cramming so many stores so close together caused one satirical publication to run this headline: "A New Star-bucks Opens in the Restroom of Existing Starbucks."
Question 2
Given the industries in which Cisco competes, what are the implications for the major types of buying situations?
Competition exists when the firm is able to deliver the same benefits as competitors but at a lower cost (cost advantage), or deliver benefits that exceed those of competing products (differentiation advantage). Thus, competition enables the firm to create superior value for its customers and superior profits for itself.
"Cisco works hard to retain staff in the acquired companies as these are the most valuable asset. They are quickly integrated, provided with new opportunities and much freedom". Cisco provides various relevant trainings to make them advanced with the new products and technologies.