Mini Case Starbucks
MINI CASE 4 I STARBUCKS: RE-CREATING ITS UNIQUENESS
1. How did Starbucks create its uniqueness in the first place? Starbucks create its uniqueness by offering premium coffee beans, thus creating an amazing image. Every store is a unique place with a wide range of products and a special homely ambience, emphasized by relaxing music and comfortable seating furniture. Other than that, customers can use the free wireless hotspot or just visit with friends. The high quality of the products connected with a fair price attracts many coffee lovers. Starbucks also offer a wide range of products for example 30 different blends of coffee and first supplier of beverages “to-go”. The special flavor of the coffee beans in every Starbucks reflect the high standard of quality by providing high quality beverages and food, combined with superior customer service in a friendly and welcoming environment. They can create unique experience among their customer, thus will increase their loyalty level.
2. Was Starbucks’s uniqueness a VRIO resource? Did it help Starbucks gain and sustain a competitive advantage? Why or why not? YES
Valuable : Starbucks is competence in creating a unique customer experience the world over. This is becaue they are not only paying for a cup of coffee or tea but also can enjoy the good ambience.
Rare : The Starbucks possess the resource or can or can perform the capability in the same unique way. It also on the path to competitive advantage when it possesses a valuable resource that is also rare. Starbucks build its initial sign through barista and through its ambience where music and comfortable chairs and sofas cannot be find in other places. Costly to
1. How did Starbucks create its uniqueness in the first place? Starbucks create its uniqueness by offering premium coffee beans, thus creating an amazing image. Every store is a unique place with a wide range of products and a special homely ambience, emphasized by relaxing music and comfortable seating furniture. Other than that, customers can use the free wireless hotspot or just visit with friends. The high quality of the products connected with a fair price attracts many coffee lovers. Starbucks also offer a wide range of products for example 30 different blends of coffee and first supplier of beverages “to-go”. The special flavor of the coffee beans in every Starbucks reflect the high standard of quality by providing high quality beverages and food, combined with superior customer service in a friendly and welcoming environment. They can create unique experience among their customer, thus will increase their loyalty level.
2. Was Starbucks’s uniqueness a VRIO resource? Did it help Starbucks gain and sustain a competitive advantage? Why or why not? YES
Valuable : Starbucks is competence in creating a unique customer experience the world over. This is becaue they are not only paying for a cup of coffee or tea but also can enjoy the good ambience.
Rare : The Starbucks possess the resource or can or can perform the capability in the same unique way. It also on the path to competitive advantage when it possesses a valuable resource that is also rare. Starbucks build its initial sign through barista and through its ambience where music and comfortable chairs and sofas cannot be find in other places. Costly to