Above is the Boston Matrix. It shows the cash cows as the regular Starbucks line of Coffee’s,
Latte’s and Frappacinos found at nearly every location. These are stable products that account
for the bulk of sales. A potential star is the International locations, which hold less financial risk
and open doors for innovation and stability. Question marks are the recently added VIA instant
coffee to be expanding to grocery stores and convenient stores. Current products like this such
as the dog, pre-bottle frappacinos account for a tiny fraction of sales. Another question mark
is the oft forgotten sub-brand Seattle’s Best. The company will be revamping this brand and it’s
future is unknown.