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$4 Starbucks lattes? Not in this economy

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You don't have to be a genius to know that coffee king Starbucks Corp. (NASDAQ: SBUX) is in a big pot of coffee beans.

The rapid deterioration in business at Starbucks has been predictable, and not even the great entrepreneur, Howard Schultz, can stop the decline.

As the gambler, Kenny Rogers says, "You gotta know when to hold 'em, know when to fold 'em." In the case of SBUX, it is long past the time to fold 'em.

I mean seriously, who in God's name can afford a $4 latte or $2-plus premium cup of coffee in this economy?

You know, that cup of black tar from Juan Valdez is not looking all that bad after all.

And lots of you are feeling the same way. If not Juan Valdez, how about McDonald's (NYSE: MCD). It is clear from its results that many of you are giving up the bling in exchange for the ka-ching.

SBUX reported earnings confirming the malaise on Monday after the close. The company said that profits in the quarter ended Sept. 28 dropped an earth-shattering 97%. Now, granted, the headline number included $105.1 million in restructuring charges and turnaround efforts, but my goodness.

Even after excluding the charges, SBUX made 10 cents per share versus the 13 cents expected by Wall Street estimates. But the biggest worry for investors has to be the 8% drop in same-store sales.

In a strange conference call after the release, the company outlined several scenarios whereby 2009 results would barely meet or miss current expectations. SBUX claimed this was not a reduction in guidance, but instead a forecast of what ifs in a worst-case scenario.

Whatever you call it, it is looking more and more like the worst-case scenario is taking place. That means last quarter's results are likely to be repeated going forward. I just don't see how it can avoid it.

As such, investors should not rely on current guidance. I, for one, expect the company to miss the mark by a wide margin in 2009. The recession has only begun, and nobody knows how deep it will go.

If anything, SBUX should withdraw guidance -- but that is not in the nature of the fighting Schultz. He set the bar and will do whatever it takes to jump over it. But he is only making matter worse for himself.

Investors are beginning to clue in. Shares of SBUX are down more than 60% during the past year.

Louis Navellier's PortfolioGrader, which offers free ratings for nearly 5,000 Wall Street stocks, rates SBUX a C, or Hold.

The bottom line is that even if the company makes 75 cents next year, there is more room for SBUX to fall. With a 10 multiple of earnings we would get a share price of $7.50.

If you want to buy the stock, I would wait until we get a better idea what the year looks like from an earnings perspective.

Jamie Dlugosch is a contributor to InvestorPlace.com.

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Last updated: November 25, 2009: 12:56 PM

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