Coffee and Distinctive Competencies

1668 WordsJun 5, 20137 Pages
Starbucks, the ubiquitous coffee retailer earned high profit and is forecasted to grow. The resources and capabilities that have provided Starbuck distinctive competencies are its unique business model of making the store as a third place between home and work, its ability to own its own stores throughout the world, a strong brand name, decision making based on the ideas provided by employees, for which Starbuck started selling experience through selling ‘third place’, superior customer services, hiring and training process for employees, progressive compensation policy even to the part time employees like stock option plan grants and medical benefits which was unique in the industry, retaining its customer at higher rate. Starbucks’ these…show more content…
Retail Store: Since 1990s, Starbucks was rapidly expanding and built up an enormous amount of retail store in the worldwide. In the same time, based on their sophisticated location strategy, many premium locations were 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. - Some of our trademarks, including Starbucks, the Starbucks logo, Seattle’s Best Coffee, Frappuccino, Starbucks VIA and Tazo are of material importance. - own numerous copyrights for items such as product packaging, promotional materials, in-store graphics and training materials. We also hold patents on certain products, systems and designs. In addition, Starbucks has registered and maintains numerous Internet domain names, including “Starbucks.com”, “Starbucks.net”, and “Seattlesbest.com.” Capabilities: customer responsiveness/brand loyalty, customization – individual drinks 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
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