Strategic Analysis (Starbucks Germany)

| February 11, 2014

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(focusing only on the internal environment of Starbucks, provide a critically review of its business strategy, and discuss what changes you believe are appropriate)
Please follow exactly this structure:
Starbuck’s business strategies will be critically reviewed and the internal environment (resources and capabilities) will be analysed. Firstly, the link (what approach) among the organisation’s resources, capabilities and competitive advantage will be explained. Secondly, the organisation’s resources are distinguished into three principal resources (tangible, intangible and human resources) in consideration of their strategic relevance. Following, the organizational capabilities are identified and classified using the tool of functional classification. After that, the strategic importance of resources and capabilities will be critically appraised. Finally, changes in strategies will be discussed in due consideration of the outcome of this analysis.
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