The following is Porter’s Generic Competitive strategy.
Shown is Starbucks as a whole in the differentiation strategy as they provide a high quality coffee and unique experience in the convenience of a large volume of locations, which separates them from their competition.
VIA, the new instant coffee line is straddling differentiation and low cost- leadership.
While it will be a low cost and convenient alternative to Starbucks regular coffee, it is still unique from other products in the market. The in-store gifts and brewing utensils are in the focused differentiation category as they cater to the coffee lover, and are unique items found only in the Starbucks stores.