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I ran Starbucks through the spreadsheet using FY97 data (the last FY I could find.
They scored 7 of 7 on Branding, 6 of 12 on Fin. Location and 17 of 21 on Fin. Direction for a total of 30 before competition!
The problem is I can't come up with a fair, publicly held (or private for that matter) competitor.
I'm inclined to give them 20 as a result, plus the 1 pt for my interest which would give them a 51!
Am I doing the right thing?



Joe,

I had started running the numbers for SBUX last week, and quit when the only competitors I could find didn't really seem to fit. Hoover's listed Einstein/Noah's and BAB as competitors, but they are mainly in the bagel biz, and not a real direct competitor. Looking through the 10-K doesn't offer any real help either. They mention small neighborhood coffee shops and grocery stores as their major competition, but no one large public company.

Therefore, I think that its a good sign that Starbucks is well on its way to Rule Maker fame. Giving them all 20 points on the monopoly criteria may be a stretch, but even 15 pts still puts them at 46 -- a high Tier Two company.

They are definitely someone to watch closely.

the LanceMan
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