This component of the Five Forces analysis model indicates that substitutes have strong potential to negatively impact Starbucks Coffee’s business. Starbucks customers can easily shift to substitutes because there are many substitutes, such as beverages from restaurants, and instant and bottled beverages and other goods from grocery stores. The cost of shifting to substitutes is low because Starbucks customers do not need to spend for the shifting process. In addition, many of these substitutes cost less than Starbucks products. Thus, based on this part of the Five Forces analysis, Starbucks must consider the threat of substitutes as among its top-priority concerns.