Coffee and Key Potential Group Essay Example for Free

Coffee and Key Potential Group Essay Starbucks – Going global fast: Case study Identify the controllable and uncontrollable elements that Starbucks has encountered in entering global markets. Uncontrollable elements The uncontrollable elements that Starbucks has encountered in its entry to global markets are: volatility of market, decline consumption of younger generation, and rising dairy costs. Volatility of market Starbucks is heavily reliant on the supply and on the prices of coffee. Although Starbucks has supply agreements with suppliers in advance, the company could still face problems due to fluctuating coffee prices. Other factors, such as weather and economic conditions in coffee producing countries, also affect Starbucks operations. Decline consumption of young adults. The 20-30 year-old age group of coffee consumption is decreasing now, and this group prefers other drinks, such as soft drinks. These young adults will be the key potential group for Starbucks future market. The declining consumption of this group will bring further problems to the companys future development (The market for hot drinks, 2004). Rising dairy costs. According to Starbucks record, dairy costs rose about 40% year on year and this might affect the companys cost of goods. Milk and other dairy products account for around 3% and 5% of companys sale. Now Starbucks might carry out its first systematic price rise on beverages in the next four years. Since the prices of Starbucks products are more expensive than other similar products, further price rising might affect the companys operations so the company might lose some customers. The controllable elements that Starbucks has encountered in its entry to global markets are: strong competition and labor issues.