Starbucks developing new strategy

Some surprising statistics say that Starbucks accounts for less than 10% of coffee consumption in North America and less than 1% in the world. With the familiar logo plastered everywhere, how is that possible?

Folgers is the largest producer of retail packaged coffee in the US. It also manufactures Dunkin’ Donuts retail coffee.

Kraft food, owner of Maxwell House coffee, reported high profits in the first quarter of 2010.

Starbucks does not have the edge on the home brewing market. Their coffee is overpriced and often flavorless. They plan on changing that. Starbucks Fusions, flavored with vanilla, caramel, and cinnamon, will hit shelves this summer. Starbucks is also pushing VIA Ready Brew, their instant coffee. Do people really prefer instant coffee to brewed coffee?

I guess Starbucks is about to find out.

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Posted on May 26, 2010, in Newspaper & Journal Articles, Small Business and tagged , , , , , , . Bookmark the permalink. Leave a comment.

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