Report done by David Mc Guinness, Selim Öztürk and Zhifeng Qi. Master in Business Strategy. The main purpose of this report is to analyze Starbucks’ strategy, inquiring the coffee industry, competitors, International expansion, resources and capabilities.

1. STARBUCKS COFFEE
March 2011 1

2. Contents
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3. 1. Company profile
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4. Industry Analysis
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5. 2. Starbucks Competitors
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6. 3. Resources and Capabilities
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Model of Strategic Analysis 6

7. 3. Resources and Capabilities
Model of Strategic Analysis 7

8. Competitive Advantages
What Makes Starbucks So Special??
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9. 5. VRIO Analysis
What Makes Starbucks So Special??
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10. 5. VRIO Analysis
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11. 6. ...And What About the future??
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Model of Strategic Analysis 11