The BCG matrix, also known as the Boston Consulting Group matrix, is a tool used in strategic management to evaluate the relative position of a company's business units or products. The matrix is based on the idea that a company's business units can be classified into four categories based on their market growth rate and relative market share. These categories are:
Stars: business units or products with a high market share in a high-growth market. These units or products generate a large amount of cash and require a lot of investment to maintain their position.
Cash cows: business units or products with a high market share in a low-growth market. These units or products generate a lot of cash, but require very little investment to maintain their position.
Dogs: business units or products with a low market share in a low-growth market. These units or products do not generate much cash and require little investment to maintain their position.
Question marks: business units or products with a low market share in a high-growth market. These units or products require a lot of investment to try to gain market share, but may eventually become stars if successful.
Using the BCG matrix, we can analyze the position of Starbucks in the market. Starbucks is a global coffee company that has a strong brand and a large market share in the specialty coffee industry. With more than 30,000 locations in over 80 countries, Starbucks has a significant presence in the market and has consistently delivered strong financial results.
In terms of market growth, the specialty coffee industry has experienced strong growth in recent years, with the global coffee market expected to reach $48.5 billion by 2025. This indicates that the market for Starbucks' products is in a high-growth phase.
In terms of market share, Starbucks has a strong position in the specialty coffee market, with a significant portion of the market share. According to research firm Technavio, Starbucks had a market share of approximately 37% in the specialty coffee market in 2020.
Based on these factors, we can classify Starbucks as a star in the BCG matrix. Starbucks' high market share and strong presence in a high-growth market make it a valuable asset for the company and a key driver of its financial performance.
However, it is important to note that Starbucks also has a significant presence in the wider coffee market, which includes other types of coffee such as instant coffee and coffee sold at quick service restaurants. In this wider market, Starbucks may not have as strong of a market share and may be classified as a question mark or a cash cow, depending on the specific segment and its growth rate.
In conclusion, the BCG matrix is a useful tool for evaluating the position of a company's business units or products in the market. Using this tool, we can classify Starbucks as a star in the specialty coffee market due to its high market share and strong presence in a high-growth market. However, Starbucks' position in other segments of the coffee market may differ based on its market share and the growth rate of those segments.