Starbucks SPACE Matrix, BCG Matrix, Product Positioning Map by Joelle Panganiban & Khamil Miranda, University of the Philippines

1. Starbucks:
Redefining “A Cup of
Joe”
Miranda, Hannah Khamil H.
Panganiban, Joelle Mathea S.
BA 190 - Strategic Management
University of the Philippines - Institute of Management
Prof. Mita Angela M. Dimalanta

2. SPACE Matrix
QUADRANT II QUADRANT I
 Market Development
 Market Penetration
 Product Development
 Horizontal Integration
 Divestiture
 Liquidation
 Market Development
 Market Penetration
 Product Development
 Forward Integration
 Backward Integration
 Horizontal Integration
 Related Diversification
QUADRANT III QUADRANT IV
 Retrenchement
 Related Diversification
 Unrelated Diversifivation
 Divestiture
 Liquidation
 Related Diversificztion
 Unrelated Diversification
 Joint Ventures
STRONG
COMPETITIVE POSITION
WEAK
COMPETITIVE POSITION
SLOW MARKET
GROWTH
RAPID MARKET
GROWTH

3. BCG Matrix
II. Stars I. Question Marks
 Backward, Forward, or Horizontal
Integration
 Market Penetration
 Market Development
 Product Development
 Market Penetration
 Market Development
 Product Development
 Divestiture
III. Cash Cows IV. Dogs
 Product Development
 Diversification
 Retrenchment
 Divestiture
 Retrenchment
 Divestiture
 Liquidation

4. Positioning Map

5. References
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