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Internal Analysis For Starbucks Corp

3049 words - 13 pages

Section 3:Points 2:Starbucks Corporation, founded in 1971 in Seattle, Washington has steadily become a leading roaster, marketer, and retailer of specialty coffee internationally. Starbucks Corp. has an immense ability to effectively position their vast product mix to fit in with their differentiation strategies. Starbucks is built on selling the best quality of coffee and other beverage products to its customers. This is primarily derived from the superior customer service offered and the clean and aesthetically appealing stores. These two components essentially form the culture the Starbucks has built itself around, also known as the "Starbucks Experience." This experience attracts the ...view middle of the document...

2.2
RBV & Guidelines

Necessary?

Scarcity?

Appropriability?

Durability?

Competitive Implications

Sales/Retail Prime and Strategic Locations

YES

NO

NO

NO

Temporary Competitive Advantage

Global Brand Recognition

NO

YES

YES

YES

Sustainable Competitive Advantage

Aesthetic Appeal & Concepts

NO

YES

YES

YES

Sustainable Competitive Advantage

Firm Infrastructure

YES

YES

Partial

NO

Temporary/Sustainable Competitive Advantage

Diverse,
Knowledgeable Employees

YES

NO

Partial

NO

Temporary/Sustainable Competitive Advantage

HR Management and Company Culture

NO

YES

YES

YES

Sustainable Competitive Advantage

Starbucks Experience

YES

YES

YES

YES

Sustainable Competitive Advantage

Reputation/Customer Loyalty/Marketing Programs

YES

YES

YES

YES

Sustainable Competitive Advantage

Training Programs

YES

NO

YES

YES

Sustainable Competitive Advantage

Figure 3.2.3Value Chain AnalysisTechnologyHuman Resources ManagementProcurementFirm InfrastructureServiceMarketing & SalesOutbound LogisticsInbound LogisticsOperationsFigure 3.2.3 shows the Value Chain Analysis (VCA) of Starbucks. The VCA assists in analyzing how a chain of business activities transforms the inputs and outputs of a firm into measureable value for customers. The VCA analysis shows the primary and support activities as related to Starbucks Corp.The Primary Activities:*Inbound Logistics- The sourcing of coffee beans from a diverse group of strategic allies with whom Starbucks has built a loyal relationship.*Operations- Starbucks operates well within 64 countries as of February 2014, with many plans of global expansion.*Outbound Logistics- Most of Starbucks tangible products are sold at a physical store location. Payment is focused around a Point of Sale system; prepaid Starbucks gift cards, and mobile phone payments.*Marketing and Sales- Starbucks has recently invested in the marketing of its Teavana products. However, Starbucks has traditionally relied upon the customer's word of mouth about the premium products and services received at the store. The goal is to promote the "Starbucks Experience" in which the customer is exposed to varying sensory stimuli. Starbucks is focused on accommodating people's values, lifestyles, and needs.*Service- Extensive layouts are in place that prompts superior levels of service from the moment the customer walks into the door until the time he exits.The Support Activities:*Firm Infrastructure- Starbucks has been a successful corporation from the start. It has evolved into a company that not only provides products and services, but also provides a "third place". The "third place" is a location in which it is encouraged for people to sit and relax, while enjoying the aesthetically pleasing surroundings. Starbucks has an efficient and rising level of financial means, as well as accounting and legal departments that support the firm's infrastructure.*Human...

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