5C ANALYSIS

Company
• Dominant coffee brand in North America with significant global presence
• Value proposed was to create experience around consumption of coffee
• Branding Strategy was about Coffee, Servive and Atmosphere
Context
• 1/3rd of the coffee bars in America were owned by Starbucks
• Coffee consumption was on a rise growing at a CAGR of 9-10%
Collaborators
• Starbucks had a fairly loyal customer base with 23% of them being associated
for more than 5 years
• Initial customers were white collars between 25-44 Years
• Over the years, the customer base had shifted to a younger population and
low-income group
Competitors
• There was an increasing number of potential competitors appearing
constantly