Can Starbucks Move Higher?

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With shares of Starbucks (NASDAQ:SBUX) trading around $77, is SBUX an OUTPERFORM, WAIT AND SEE, or STAY AWAY? Let’s analyze the stock with the relevant sections of our CHEAT SHEET investing framework:

T = Trends for a Stock’s Movement

Starbucks is a roaster, marketer, and retailer of coffee operating worldwide. The company purchases and roasts the coffees it sells along with handcrafted tea and other beverages, as well as a variety of fresh food items through its stores. Starbucks sells a variety of coffee and tea products and licenses its trademarks through other channels such as stores and national food service accounts. In addition to its flagship Starbucks brand, the company’s portfolio features Tazo Tea, Seattle’s Best Coffee, Starbucks VIA Ready Brew, Starbucks Refreshers beverages, and the Verismo System by Starbucks. Starbucks has developed a solid reputation over the past several years, which has generated a lot of buzz for its products.

Starbucks Coffee introduced Starbucks Gift Cards at select locations in Mainland China. Starbucks Cards can be purchased in three unique design themes, including Thank You, Kind Regards and Happy Lunar New Year. ”The Lunar New Year is a time when family and friends gather to meet, connect and share stories,” said Belinda Wong, president of Starbucks China. “The Card is a convenient way for customers to recognize special people in their lives in a meaningful way and give the gift of Starbucks coffee. It’s the perfect gift for this, and any, occasion, and can be used at our stores in Mainland China year-round.” Since the Starbucks Card launched 12 years ago, $16 billion (U.S. dollars) has been loaded on more than 450 million cards in 27 countries worldwide (as of September 30, 2013). ”The Starbucks Card has become a symbol of appreciation and human connection around the world,” said Adam Brotman, chief digital officer for Starbucks. “We are thrilled to be able to now offer Starbucks Cards to our customers in China.”

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