8/6/2019 Starbucks Value Chain Eg

http://slidepdf.com/reader/full/starbucks-value-chain-eg 1/4

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