Starbucks: Redefining “A Cup of

Joe”

Miranda, Hannah Khamil H.Panganiban, Joelle Mathea S.

BA 190 - Strategic ManagementUniversity of the Philippines - Institute of

Management Prof. Mita Angela M. Dimalanta

SPACE Matrix

QUADRANT II QUADRANT I

• Market Development

• Market Penetration

• Product Development

• Horizontal Integration

• Divestiture

• Liquidation

• Market Development

• Market Penetration

• Product Development

• Forward Integration

• Backward Integration

• Horizontal Integration

• Related Diversification

QUADRANT III QUADRANT IV

• Retrenchement

• Related Diversification

• Unrelated Diversifivation

• Divestiture

• Liquidation

• Related Diversificztion

• Unrelated Diversification

• Joint Ventures

STRONG COMPETITIVE POSITION

WEAKCOMPETITIVE POSITION

SLOW MARKETGROWTH

RAPID MARKETGROWTH

BCG Matrix

II.  Stars I.  Question Marks

• Backward, Forward, or Horizontal Integration

• Market Penetration

• Market Development

• Product Development 

• Market Penetration

• Market Development

• Product Development

• Divestiture 

III.  Cash Cows IV.  Dogs

• Product Development 

• Diversification

• Retrenchment

• Divestiture 

• Retrenchment

• Divestiture

• Liquidation 

Positioning Map

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