Download - Starbucks Value Chain Eg
8/6/2019 Starbucks Value Chain Eg
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STARBUCKS VALUE CHAIN
EXAMPLE
COFFEE BEAN
GROWING
INBOUND COFFEE MARKETING SALES
LOGISTICS PRODUCTION
8/6/2019 Starbucks Value Chain Eg
http://slidepdf.com/reader/full/starbucks-value-chain-eg 2/4
Taste Quality Availability
Atmosphere
Differentiated
COFFEE BEAN
GROWING
INBOUND COFFEE MARKETING SALES
LOGISTICS PRODUCTION
8/6/2019 Starbucks Value Chain Eg
http://slidepdf.com/reader/full/starbucks-value-chain-eg 3/4
Taste Quality Availability Atmosphere Differentiated
A Quality Coffee An Experience
COFFEE BEAN
GROWING
INBOUND COFFEE MARKETING SALES
LOGISTICS PRODUCTION
8/6/2019 Starbucks Value Chain Eg
http://slidepdf.com/reader/full/starbucks-value-chain-eg 4/4
• Two major segments – Active coffee drinkers – Place to go out
• Both require quality coffee• One involves lots of locations and the best possible product• The other cannot allow for saturation as it will hamper
differentiation• Present capabilities (eg marketing) may suggest going for the
active coffee drinkers• This will mean more rapid expansion (given what this set of consumers want)
• Will allow for exploitation of all capabilities