STARBUCKS - VERISMO

Starbucks - Verismo

Starbucks - Verismo

Introduction

The main purpose of this paper is to conduct a market opportunity analysis of Starbucks-Verismo. The marketing opportunity analysis discussed in this paper is comprised of the competitive analysis, customer analysis, Value chain analysis (distribution), market segmentation analysis, product life cycle and target market analysis of Starbucks Verismo system. Starbucks has introduced a new coffee machine named Verismo. The machine is basically the coffee maker and is developed for producing the single cup coffee at home. Given below is the market opportunity analysis of Starbucks Verismo. This market opportunity analysis is helpful for Starbucks - Verismo in identifying the situations of the market and the main opportunities lying in the market.

Competitive Analysis

The market of the coffee makers is increasing in the coffee industry of the world. This is the reason why almost all the companies producing coffee are introducing the coffee making devices. The competition for the Starbucks - Verismo is very high in the global coffee industry. The main competitors of the Starbuck - Verismo coffee maker are Nescafe Nespresso, Green Mountain Coffee Roasters and other espressos. Green Mountain Coffee Roasters is considered to be the main competitor of Starbucks Verismo because it has been a market dominator since last many years. Therefore, the competition of Starbuck's Verismo is very high with the Green Mountain Coffee Roasters. Starbucks had been in competition with Green Mountains for some times. Though, both companies are engaged in a distribution deal in which Starbucks provide the K-Cups for the machines of Green Mountains, but the competition between those two companies is very high (Bennis, 2002, p. 12). This is the reason why it is necessary for Starbucks to develop rationale strategies for its Verismo and identify the main steps which could be helpful for the company in ...