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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?
Comments appreciated.

Joe.

P.S. Once there is a consensus on this, I'll be glad to post the results.
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