FAQ
Starbucks Corporation
Note that these responses are not official additions to the questions; only explanations of what is required to answer them. Be sure you read the question and understand it fully before answering.
1. B. How should I go about supporting my definition of the market?
For each part of your definition (for example, the geographic area), explain how this is appropriate in terms of being 1) a real market from the customer's view, and 2) includes most (at least 90%) of the company's current business. Repeat for each of the other parts of the definition (at least the customer and product/service and perhaps the position in the chain or distribution method if appropriate).
1.C. For question 1C, fully analyze the market, do I have to do a CPM or G/E Matrix?
No. Just discuss in writing the size of the market, growth rate, who the
main competitors are, their size, and Starbucks relative size.
- Revised 12/04/00 -