Company valuation is a cardinal process in an organization that is used to assess the elements of performance and financial condition. As a process, evaluation entails examination of economic and non-economic factors to determine the position of a company. The results of the evaluation process enable a business to increase efficiency and effectiveness of various business processes. Moreover, it provides an opportunity for an organization to improve customer service, reduce costs of operation, and modernize business practices (Jones, 2007). However, the most difficult task during company evaluation is identification of relevant areas that should be considered for the process. It is in this regard that this paper identifies several elements of evaluation that are applicable to Peet’s Coffee & Tea. Peet’s Coffee and Tea Peet’s Coffee and Tea is a global company that sells coffee products and operates a long chain of coffee houses across the world. The company is headquartered in California and has many branches all over the world. The company offers a variety of coffee products that entail the full-leaf teas, whole-bean coffee, cold and hot coffee beverages, pastries and microground instant beverages (Baber, 2007). In addition to coffee products, the company sells other product varieties such as sandwiches, wines, and even beer depending on the target market. Peet’s Coffee and Tea has managed to become one of the successful coffee companies due to its market share and highly diversified product line. Therefore, the evaluation of the company should consider key elements of economic and non-economic factors, which include competitive strategies, market share, financial position, and labor practices (Youngme & Quelch, 2003). Competitive Strategies When evaluating competitive strategies of a business, it is cardinal to assess the capability of the strategies to overcome competition in a given market or industry. Peet’s Coffee & Tea has competitive strategies that enabled it to outmatch its rivals in the coffee industry. The company employs competitive strategies that entail competitive pricing, product innovation, and customer value proposition (Anthony, Dearden, & Govindaraja 1992). Competitive Pricing With regards to competitive pricing, the organization offers quality coffee products that are favorably priced to attract and retain its customers. Currently, the company has lowered prices of most coffee products by more than 10% across all the markets in the world. The defensive approach taken by the company was also meant to enhance product value and increase the frequency of repeat purchases. Moreover, the approach was meant to enable the company outmatch the competitors who sell their products in supermarkets such as Folgers and Maxwell and Dunkin Donuts. However, the organization monitors changes in the prices of raw materials such as coffee beans to ensure that the strategy is sustainable (Baber, 2007). Product Innovation Peet’s Coffee and Tea relies on product innovation as a competitive strategy to achieve product-oriented differentiation. Product innovation involves developing new product features that meet the changes in consumers’ needs and wants. Peet’s Coffee and Tea has ensured product innovation b