Summary
Instant coffee represents a huge portion of overall coffee sales and consumers are always looking for new and different products. Will this differentiate Starbucks from its competitors. Why did it take 20 years to develop this product?
Analysis
I believe we have to wait and see what happens. On one hand, I do believe it belittes the brand but on the other hand, it could have a huge upside on sales and profits.
The consumer will let us know very soon, but in the meantime Starbucks has ot reinvent the "experience" which made it one of the strongest brands of our time.
This author consults with leading institutions through GLG
Analyses are solely the work of the authors and have not been edited or endorsed by GLG.
