You are the Director of Marketing for Starbucks. You are doing an environmental scan to help you create a three-year marketing plan for increasing your presence in Canadian post-secondary institutions. Which of the following environmental trends should you consider the MOST important?
A.
Consumption of coffee by 18- to 24-year-olds is now at a record high.
B.
By the year 2012, baby boomers will control more than 65 percent of all consumer expenditures.
C.
The largest cities in Canada have all seen a rise in dual-income couples who bring with them larger disposable incomes.
D.
Coffee consumption in Canada has risen to over 90 litres.
Answer: A