I have an analysis report and I am assigned to the “Customer Profitability Analy
I have an analysis report and I am assigned to the “Customer Profitability Analysis STP” section. I have attached the case study and marking rubric please take a look.
This report requires us to read a case study (page 590-604 in the PDF):
Read Case 15 – Starbucks: Delivering Customer Service from Essentials of Services Marketing, (3rd
Ed.), Wirtz, Chew, Lovelock, pp. 590–604.
Here are the details for the section I am assigned to:
Customer Profitability Analysis STP
• 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.