Examine the segmentation schemes shown in Table 1 (data are also posted in an Excel le on Moodle). 1. Of these three segmentation schemes, which ti could be most useful for selecting a target segment? For each of these two segmentation schemes, specify which segment Espressamente should target, if it chooses to use that scheme, and why. You should also explain which segmentation scheme would not be useful for selecting a target segment, and why. Support your answers with data from Table 1. (6 points) To help you organize your answer, consider the following format: Segmentation scheme could be useful. Under this segmentation scheme, the segment I would recommend targeting is the segment because Part 1 {10 points): Suppose that, at the time of the case, llly is planning to open 100 additional Espressamente locations. In which market(s) discussed in the case would you recommend [y to open these locations, and how many locations would you recommend opening in each market? Explain and justify your answer using information from the case. Part 2 (15 points): For the purposes of this question, suppose llly is considering opening some of its new Espressamente locations in China. Illy conducted some market research studies to help it make segmentation and targeting decisions. These market research studies resulted in three potential segmentation schemes: 0 Segmentation scheme 1 was the result of a survey of consumers in East Asia that live in urban areas and have a disposable income above a certain threshold. This sample consisted of consumers that drink coffee as well as consumers that do not drink coffee. 0 Segmentation scheme 2 was the result of a survey of consumers in China that live in urban areas and have a disposable income above a certain threshold. This sample consisted of consumers that drink coffee as well as consumers that do not drink coffee. - Segmentation scheme 3 was the result of a survey of coffee drinkers in several different countries across different regions of the world. All three market research studies assessed consumers' intention to visit a coffee shop over the next month (see Table 1). The market researchers also presented survey respondents with pictures and descriptions of Espressamente and assessed how favourable people's perceptions were (the percentages of those with \"very favourable\" perceptions are presented in Table 1). Segmentation scheme could also be useful. Under this segmentation scheme, the segment I would recommend targeting is the segment because Segmentation scheme would not be useful because 2. A) in question 1, you identied two potentially useful segmentation schemes. A marketing manager would ultimately need to choose between these two segmentation schemes (and the two different target segments associated with these schemes). Under what conditions would you choose each of these segmentation schemes? (4 points) To help you organize your answer, consider the following format: I would choose segmentation scheme if I would choose segmentation scheme if 3. Pick one of the two target segments that you identied in question 1. Write a potential positioning statement for Espressamente if it were to target this segment. For this question, you may draw on information from the case to inform your answer. If the case does not contain a specic piece of information that you want, simply go with something that is reasonable and logical given your understanding of the context. (5 points) \f