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Identify the Resources, Capabilities and Distinctive Competencies of Starbucks.

In: Business and Management

Submitted By KOON
Words 315
Pages 2
The resource and capabilities of Starbucks can be identify and separate to tangible and intangible resource. 2 kinds of tangible resource can be analysis as below :

A ) Manpower : Base on the rapidly expanded since 1990s until now, Starbucks was accumulated thousands of well-trained employee. From level of direct counter service staff, baristas until managerial level, they are a very strong resource team owned by Starbucks. Especially their existing CEO Howard Schultz, he is one of the most successful CEO in the worldwide, was create a new coffeehouse format and implement for whole Starbucks retail store, and finally got a astounding performance and rapidly expanding for Starbucks retail store in United States and worldwide.

B) Retail Store : Since 1990s , Starbucks was rapidly expanding and built up a enormous amount of retail store in the worldwide. In the same time, base on their sophisticated location strategy, many premium locations was occupied by their retail stores. The location strategic for retail store become their another main asset and resource to continue expanding, or at least maintain a leading position in coffeehouse market.

For intangible resource and capabilities portion, the continuous growth for brand equity is Starbucks’s one of the most valuable resource and capabilities while facing many imitators appear in the coffeehouse market. The unique Starbucks Experience concept, with an innovative product display and cozy atmosphere, free Wi-fi service provided , seasonal themes, promotions etc makes Starbucks a strong brand that allows for brand recognition and consumer retention. Base on the world’s most popular coffee brands, Starbucks also will be deserve many privilege during new market exploiting time, especially countries outside the United States.

For distinctive competencies of Starbucks, market entry and key success was in

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