Starbucks
• Identify and detail three key segments. Explain size and
value.
• Describe the ideal Starbucks customer from a profitability
standpoint. How valuable is a highly satisfied customer?
What is required to ensure customers are highly satisfied?
• Calculate the customer lifetime values for various customer
segments.
• Ensure you explain and calculate the impact on retention and
customer satisfaction on CLV. Use a discount rate of 10%
for your calculations.
• Discuss Starbucks’ loyalty program
