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I'm considering making SBUX my next stock choice and I've been running it through the Rule Maker Spreadsheet as well as looking at some of the compiled lists available. The one thing that is giving me some doubts is the selection of competitors for Starbucks. Can you really validate a company as a Rule Maker when you put them up against penny stocks like Einstein/Noah's Bagels? Since the company is now going after the same shelf space as brands like Folgers or Millstone, how would one go about placing Proctor & Gamble as a competitor since it has such a broad range of products aside from just coffee? Seems to me it would be a better test for Starbucks as a Rule Maker. Also I'm thinking of trying them against Krispy Kreme much for the same reason that one would have Noah's as a competitor.

Thoughts, anyone?
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