ANSOFF

MATRIX

Presented by
Mashooth.A.C
R.Mohan doss
Vignesh.L.S
R.Prabu

The history of starbucks started in seattle,

washington in the year 1971 with a single shop
selling roasted coffee beans.

The introduction of new classic brands like espresso

raised the companys reputation and it expanded its
business to many other cities.

Over a span of 40 years, starbucks reached a record

high 20000 outlets worldwide and won the no.1
position as the leading coffee restaurant.

MARKET
PENETRATION

PRODUCT
DEVELOPMENT

STAR BUCKS
COFFEE
MARKET
DEVELOPMENT

DIVERSIFICATION

Espresso
Cappuccino
Mild, smooth and bold coffees

Starbucks VIA Readybrew

Starbucks card

Frappuccino blended coffee

Frappuccino light blended coffee

Traditional Coffees blended coffee

Mugs
Tumblers
Coffee machines
Apparels

Starbucks have a good range of products targeting

both existing/new customers and existing/new
markets. However their development of
completely new products could be an area of
improvement.
Furthermore, although Starbucks has diversified,
the products under this heading are still drinks
based.
The company could spread its risk and increase its
chance of long-term success if it diversified into a
completely new market.