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I have a situational analysis report and I am responsible for the “Customer Profitability Analysis STP” Section.
Here is the criteria and I have also attached the marking rubric for the project.
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.
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