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Demographic and socio economic segment include small households which typically cook fewer meals. In the USA this number increased to " 60 percent of all household who have two or fewer family members." Another segment includes new generation, teenagers whose unstructured life style leads to gazing a lot...
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It was found that people come to Starbucks to gaze and not to eat meals. Therefore, Cafe Starbucks which served meals, were closed.
b. Which information in this case should be part of the competitor analysis?
The case very briefly discusses future behaviors one of the competitors of the Starbucks.
McDonalds plans to test " three-in-one restaurants that will be part restaurant, part coffee shop, part bakery"
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