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Question
Brownsworth Brothers Coffee is a mail-order business run by two brothers directly from their Hawaiian plantation.They have targeted heavy users in the past, but they"re considering a new focus on college students. They are considering switching target segments even though this group is comprised largely of people who don"t drink coffee, or have just started to drink coffee and don't consume anywhere near as much as the heavy users. What are the disadvantages of the heavy-user strategy? What term is used to describe the college students the company is considering targeting? What are the advantages of targeting this new segment?
Answer
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