Starbucks Case

Starbucks Case

Question # 1

Starbucks, whose primary product was coffee, came into existence first in a down-market. That was a period when the coffee sales had turned down more than 30 % from the period of 19602 to mid-1980s. Obviously, that was a declined stage of the life cycle. The demand for the specialty coffee in those decades was just a tiny proportion of the total market of the coffee. The demand was growing slowly in part of the Northern California's Coffee chain.

By observing this little growth in specialty coffee market, three college friends named as Gordon Bowker, Jerry Baldwin, and ...