BCG Matrix of Starbucks 

Starbucks is a premium coffeehouse and food retail chain American multinational company. Gordon Bowker, Zev Siegl, and Jerry Baldwin founded the coffeehouse brand in 1971. Today, we’ll discuss the BCG matrix of Starbucks; four growth share matrix quadrants; stars, cash cows, question marks, and dogs.

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The BCG matrix of Starbucks would focus on the four growth-share matrix analysis quadrants like stars, cash cows, question marks, and dogs. Here’s the Starbucks BCG matrix growth-share matrix analysis as follows;

BCG Matrix of Starbucks 

Let’s discuss the four growth share matrix quadrants in the BCG matrix of Starbucks; they’re as follows;

Stars of Starbucks

The star quadrant in the Starbucks BCG matrix growth-share matrix analysis comprises such products and services that have a higher market share and higher growth rate. They contribute significantly to the revenue, profitability, and sales of the coffeehouse brand. However, some of the main star products and services of Starbucks are as follows;

I-Food Business

According to an estimate, approximately 25% of the total revenue of Starbucks came from the sale of food items in 2021. Starbucks’s food business has earned a significant market share and growth rate, and that’s why the company has been increasing its food item portfolio. They are complementary to the company’s main coffee item; some of the star food items that the company offers are as follows;

• Hot breakfast
• Sandwiches
• Healthy snacks
• Sous Vide Eggs Bites

Cash Cows of Starbucks

The cash cow quadrant in the Starbucks BCG matrix growth-share matrix analysis consists of such products and services that have a higher market share and slower growth rate. They contribute significantly to the revenue, profitability, and sales of the coffeehouse brand. However, some of the main cash cow products and services of Starbucks are as follows;

I-Coffee & Beverages

Coffee and hot beverages are the top-selling product of Starbucks and it attracts people to visit the company’s coffeehouses. In fact, Starbucks is the leading brand in the retail coffee industry and the company has earned a significant market. The growth rate is slower due to the tough competition in the market. Some of the beverages that Starbucks offers are as follows;

• Iced drink
• Smoothies
• Hot chocolates
• Tea
• Coffee

Question Marks of Starbucks

The question mark quadrant in the Starbucks BCG matrix growth-share matrix analysis outlines such products and services that have a lower market share and higher growth rate. They have the potential to contribute to the revenue, profitability, and sales of the coffeehouse brand; if the company works on its weak areas. However, some of the main question mark products and services of Starbucks are as follows;

I-Mug, Cup, T-shirts

Along with food, coffee, and beverages; Starbucks also offers a limited edition of branded t-shirts, cups, and mugs on some particular days of the season. Surprisingly, the company sells its stock immediately and there is a high demand for the company’s high-quality items. Customers feel proud to have the branded item; their market share is low, but the growth rate is very high.

II-E-commerce Platform

Starbucks has established an e-commerce platform and offers online delivery services by partnering up with Uber Eats. The company generated an annual revenue of 300 million USD through its online store in 2022. Although Starbucks has a lower market share, its growth rate is very high, and it has great growth potential to become the next star product of the company.

Dogs of Starbucks

The dog quadrant in the Starbucks BCG matrix growth-share matrix analysis includes such products and services that have a lower market share and lower growth rate. They don’t contribute to the revenue, profitability, and sale of the coffeehouse brand; instead, they consume a lot of capital resources of the company. However, some of the main dog products and services of Starbucks are as follows;

I-Package Products

Starbucks has recently launched packaged food items and the company made a deal with Nestle for the promotion of its packaged food items outside of the stores of Starbucks. Currently, it has a lower market share and lower growth, and it is consuming a lot of capital resources of the company.

Conclusion: Starbucks BCG Matrix Growth Share Matrix Analysis 

After an in-depth study of the BCG matrix of Starbucks; we have realized that Starbucks is the world’s leading coffeehouse retail chain brand. If you are learning about the Starbucks BCG matrix growth share matrix analysis; then you should keep in mind the abovementioned four quadrants; stars, cash cows, question marks, and dogs.