Competitor
Nowadays, coffee business is very popular that made a new competitor emerge throughout. In Thailand, Starbucks is regarded as the brand that is distinguished than many brands. Competitors happened and equivalents with Starbucks include Coffee World, True Coffee, and McDonald's.
* Customer
Most of these competitor brands are aiming in the same direction, but their will compete in terms of price, quality and service.
* Substitution
The product can replace is The Wellness Group (TWG Tea). TWG Tea is a global luxury brand with a distinctive about tea. There is having varieties tea more than 800 kinds of tea from around the world. It also features a bakery and food. Inside the store, it is elegantly decoration.
* New entry
According to above paragraph, coffee business is becoming very popular cause increased factors of coffee such as Banrie coffee, it is the local brand in Thailand that now has been very popular and has approximately 65 branches (Banrie, 2015).