Scribd Logo
Upload

Welcome to Scribd!

  • Ansoff Matrix of Starbucks Word

    Uploaded by

    VALENTINA MÓNACO
    10 views1 page
    Starbucks currently offers espresso, cappuccino, and mild, smooth, and bold coffees for existing customers in existing markets. They have expanded their offerings to include Frappuccino blended coffees, traditional coffees, mugs, tumblers, and coffee machines in new markets and through diversification. However, their main new product, VIA Readybrew, is only available in London currently, limiting its revenue potential. While diversified, Starbucks' products remain drink-focused, and diversifying into a completely new market could spread risk and increase long-term success.

    Original Description:

    Copyright

    © © All Rights Reserved

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    Starbucks currently offers espresso, cappuccino, and mild, smooth, and bold coffees for existing customers in existing markets. They have expanded their offerings to include Frappuccino blended coffees, traditional coffees, mugs, tumblers, and coffee machines in new markets and through diversification. However, their main new product, VIA Readybrew, is only available in London currently, limiting its revenue potential. While diversified, Starbucks' products remain drink-focused, and diversifying into a completely new market could spread risk and increase long-term success.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    10 views1 page

    Ansoff Matrix of Starbucks Word

    Uploaded by

    VALENTINA MÓNACO
    Starbucks currently offers espresso, cappuccino, and mild, smooth, and bold coffees for existing customers in existing markets. They have expanded their offerings to include Frappuccino blended coffees, traditional coffees, mugs, tumblers, and coffee machines in new markets and through diversification. However, their main new product, VIA Readybrew, is only available in London currently, limiting its revenue potential. While diversified, Starbucks' products remain drink-focused, and diversifying into a completely new market could spread risk and increase long-term success.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 1

    PRODUCT

    Existin

    Market Penetration Product Development

    Existin -Espresso -Starbucks VIA Readybrew


    -Cappuccino -Starbucks card
    -mild, smooth and bold coffee´s
    MARKETS
    Market Development Diversification

    -Frappuccino blended coffee -Mugs


    New -Frappuccino light blended coffee -Tumblers
    -Traditional Coffee´s -Coffee machines

    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.
    This is because Starbucks VIA Readybrew (their main product development) is only available in London
    coffee´s shops and therefor the amount of revenue the product will generate is restricted. Furthermore,
    although Starbucks has diversified, the products under the 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.

    You might also like