2.14: Value Chain Analysis - Application
The value chain analysis enables an organization to identify areas of strength and weakness, reduce costs, and create competitive advantages.
Starbucks utilizes direct grower contact and local suppliers for high-quality raw materials (Inbound Logistics). The company operates roasting plants, innovates its menu, and enhances store ambiance for consistency and quality (Operations). Through owned stores, licensed outlets, and partnerships, including a rewards program and a mobile app, Starbucks streamlines purchasing for customers (Outbound Logistics). Significant investments in product quality, customer service, and effective use of social media characterize Starbucks' marketing strategy (Marketing & Sales).
Starbucks provides excellent customer service, including free Wi-Fi and a customer-friendly return policy (Service). With a strong organizational culture, efficient management, and technology investments, Starbucks maintains infrastructure (Infrastructure). Employee training, competitive benefits, and a supportive work environment are priorities in human resource management (Human Resource Management). Starbucks employs technology for in-store enhancements and supports supply chain logistics (Technology Development). Ethical sourcing through Coffee and Farmer Equity (C.A.F.E.) practices strengthen the brand image and ensure high-quality beans (Procurement).
Through the application of the value chain, Starbucks creates superior customer value, allowing them to differentiate themselves from competitors and command higher prices.
