Assignment task: Starbucks is faced with the issue of how it should leverage its core competencies against various opportunities for growth, including introducing its coffee in McDonalds, pursuing further expansion of its retail operations, and leveraging the brand into other product areas. Try to collect some information about Starbucks or visit one of its stores nearby, consider the following questions:
Q1. How did Starbucks create its uniqueness in the first place? Try to identify where Starbucks' competencies lie along the value chain, and then assess how well those competencies can be leveraged across the various alternatives.
Q2. How is Starbucks attempting to re-create its uniqueness? Do you think it will be successful? Why or why not?
Q3. Explain Starbucks's ups and downs using (a) strategic activity systems and (b) the dynamic capabilities perspective. What implications can you draw?