Concise BCG Matrix of Starbucks Coffee Company

Coffee enthusiasts are likely no strangers to the Starbucks brand. As a global coffeehouse chain with over 32,000 locations around the world, Starbucks is undoubtedly a giant in the coffee industry.

 However, like any other company, it is imperative for Starbucks to keep its business strategy relevant and profitable in the midst of an ever-evolving market. This is where the BCG Matrix comes into play.

 In today’s article, we will delve into the BCG Matrix model to examine how Starbucks has positioned itself in the market and how it can continue to grow its business in the future.

Introduction to BCG Matrix For Starbucks

The BCG Matrix is a strategic tool that helps organizations identify and analyze their business portfolio. Starbucks, one of the world’s leading coffee chains, has a unique portfolio that includes a variety of offerings.

The blog post will delve into the different quadrants of the matrix- Stars, Cash Cows, Question Marks, and Dogs- and highlight how Starbucks has positioned its business offerings. Furthermore, by comparing Starbucks’ BCG Matrix with other coffee chains, the blog post will provide insights into who is winning the race.

Starbucks’s BCG Matrix

BCG Matrix of Starbucks


In the BCG Matrix analysis of Starbucks, the Stars quadrant is crucial for identifying high-growth products in high-growth markets. Starbucks products in this quadrant generate the highest ROI compared to any other products.

For instance, the popular Frappuccino and Nitro Cold Brew are Star products of Starbucks that constantly attract customers and create high demand.

Another excellent example is the Starbucks’ Rewards program, which drives traffic to the stores and increases footfall. The Rewards program is a Star that has become an essential element of the company’s success.

However, to maintain their position in the Stars quadrant, Starbucks must continue to invest in these products. Hence, they are constantly updating their product line and innovating to keep up with changing market trends.

For instance, Starbucks is now entering the plant-based beverage market with its new line of oat milk drinks. This move demonstrates that Starbucks is willing to invest in Star products by continuously introducing new offerings and catering to consumer preferences.

Cash cows

When it comes to the BCG Matrix analysis of Starbucks, there are a few products that stand out as cash cows. These are products that have a high market share but low growth potential.

First, the mugs that Starbucks sells. These are a staple in Starbucks stores, and people love buying them as souvenirs or for personal use.

Second, there’s the breakfast sandwich section of Starbucks. These are products that are loved by many customers but have been around for a long time and aren’t experiencing any significant growth.

Finally, there’s the range of syrups that Starbucks offers. These are again products that are well-established on the Starbucks menu and generate good revenue for the company, yet do not have much potential for growth.

These products are a testament to how Starbucks can generate a steady stream of income through products that have already established their place in the market.

Question marks

Looking at Starbucks’ BCG Matrix, the “Question Marks” category represents business units with high growth potential but low market share. This means that their future success is uncertain, and there may be a possibility of them becoming a “Star” or a “Dog” in the future.

In Starbucks’ case, they need to figure out whether these question marks can be turned into stars or if they are more likely to become dogs. One example of a Question Mark for Starbucks is their strategic business unit for local foods.

Another example is its food business, which is showing promise with new menu items such as plant-based options.

Furthermore, Starbucks has entered into an agreement with Nestle to promote and sell its Consumer Packaged Goods and Foodservice items worldwide, excluding those sold in their cafes.

Starbucks’ Consumer Packaged Goods division is operating in a slow-growing market, and at present, its market share is not very high.

Also, Starbucks’ delivery service is also a question mark with potential for growth, as more customers turn to convenient delivery options. Although these verticals have not yet reached the same level of success as the company’s stars, they could become lucrative segments in the future with the right investment and focus.


In the BCG matrix of Starbucks, Dogs are the business verticals that have low growth or market share. One such Dog in Starbucks’ BCG matrix is the packaged coffee beans. While Starbucks is known for its fast service, customers prefer to stop in and grab a ready-made coffee rather than buying packaged beans. Unless this business unit has some other strategic aim, it may not have much potential for growth in the future.

However, it’s important to note that even Dogs have their significance in the overall business strategy of an organization. They can still generate revenue and help in maintaining a company’s position in the market.

As Starbucks continues to evaluate its BCG matrix and invest in its Stars and Question Marks, it can consider ways to optimize its Dog offerings and find efficiency in its overall business structure.

Implications for Starbucks’s future

The BCG Matrix analysis of Starbucks can provide valuable insights into the implications for the company’s future. The Stars in the BCG Matrix represent business units with large market share in a fast-growing industry, which suggests that Starbucks has a competitive advantage over its rivals.

Additionally, Cash cows represent mature business units with a high market share in a slow-growing industry, indicating that Starbucks can rely on its established markets to generate stable revenue.

However, Question marks represent business units with a low market share in a fast-growing industry, indicating that Starbucks may need to focus on innovation and product differentiation to improve its market position.

Lastly, the Dogs in the BCG Matrix represent business units with a low market share in a slow-growing industry, suggesting that Starbucks may need to consider divesting these units.

Overall, the BCG Matrix analysis assists Starbucks in making strategic decisions regarding its business units and ultimately, strengthens its future growth prospects.

Comparing Starbucks’ BCG Matrix with other coffee chains: Who’s winning the race?

As seen in the BCG Matrix, Starbucks falls into the ‘star’ category due to its high market share and annual growth rate in the coffee industry. However, it’s important to compare Starbucks’ position with its competitors to assess who’s winning the race.

Dunkin Donuts and Costa Coffee would fall into the ‘cash cow’ category due to their established presence in the market. Meanwhile, smaller coffee chains such as Blue Bottle and Stumptown would be ‘question marks’ as they have a smaller market share and potential for growth.

Ultimately, it’s difficult to determine who’s winning the race as each company has their own unique strengths and weaknesses in the coffee industry. However, Starbucks’ strong brand recognition and continued expansion into new markets position them well for future growth.


In conclusion, analyzing the BCG matrix of Starbucks provides valuable insights into the company’s growth prospects. Starbucks has established itself as a leader in the coffee industry with its high market share and annual growth, placing it in the star category of the BCG matrix.

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