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Resources and Competences

In: Other Topics

Submitted By suuzje721
Words 606
Pages 3
The strategic capabilities involves to what extent Starbucks is able to use it resources and competences wisely and which capabilities are creating a competitive advantage.
First, a model is made to select the resources from the competences and the unique resources and threshold resources. From these the core competences can be created and implemented in the VRIN-model. Resources Competences
Treshold capabilities Treshold resources
● Financial resources
● Suppliers
● Stores
● Equipment
● Staff
● Worldwide stores in more than 60 countries Treshold competences
● Always say yes to the customer
● Personal service
Capabilities for competitive advantages Unique resources
Tangible
● Coffee
● Located world wide
● Technological resources ( Starbucks app)

Intangible
● Brand/Trademark
● Atmosphere
● Word to mouth(online)
● Schooling program
● Loyalty program Core competencies
● Most recognized brand in the coffeehouse industry
● Exceptional customer services achieved through employee motivation
● Focus on high product quality
● Customer loyalty
● High CSR image
Table *.* Resources, capabilities and competences of Starbucks

With the table above, the core competences can be put in the VRIN-model to see if they have a competitive advantage.

Resources and capabilities of Starbucks Is it valuable? Is it rare? Is it hard/costly to imitate? Is it non-substitutable? Competitive implication
Located World Wide ( stores in 60 countries) yes yes yes yes Competitive advantage
Exceptional customer service yes yes no yes Moderate competitive advantage
Brand / Trademark yes yes yes yes Competitive advantage
Suppliers/ distribution network yes yes yes yes Competitive advantage
Atmosphere in shop( 3rd place concept) yes yes yes yes Moderate competitive advantage
CSR image ( goodwill) yes yes no yes Moderate competitive

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