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Competitors

When looking at competition, there are several forces that have to be taken into account.

 It will help the management of Starbucks understand their advantages/ disadvantages relative to competitors
 To generate understanding of competitor's past, present and future strategies.
 To provide an informed basis to develop strategies to achieve competitive advantage in the future.

Industry concept of competition

World coffee exports totalled 8.90 million bags in May 2007, an increase of over 4.76% compared with the volume of 8.50 million bags recorded in May last year . This is just an increase compared to the first quarter of 2006. The last couple of years the coffee market has increased immensely. The demand for specialty coffee has increased over the last couple of years, therefore a lot of new companies have entered the coffee market. Due to all the existing companies on the market, it is hard to establish a good brand name and......

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Approximate Word Count: 394
Approximate Pages: 2 (250 words per double-spaced page)

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