Caso Starbucks Essay

1279 words - 6 pages

Se dice que la ventaja competitiva de la empresa descansa en la heterogeneidad de sus recursos, los cuales deben hacer que la empresa se diferencie. Con recursos que hagan la empresa diferente se puede lograr el éxito de la estrategia. Para ver esto nos basamos en el análisis de Barney, conocido como Modelo VRIO. Se dice que un recurso de la empresa es un recurso VRIO cuando aporta una ventaja competitiva para la empresa.
Valor: Starbucks ofrece a sus clientes un producto íntegro, no solo entrega un excelente café, sino que les brinda una experiencia, un lugar único, era el tercer lugar donde podían relajarse, pensar y conversar. Los consumidores cada vez están más informados acerca del ...view middle of the document...

Otro factor importante es el envasado al vacío del grano, que asegura su almacenamiento por hasta 27 semanas, aunque incluso con este respaldo, Starbucks no deja por más de 3 meses un paquete en exhibición mientras que el café que se prepara en tienda no supera los 7 días.
Inimitabilidad: Como se mencionó anteriormente, Starbucks invierte mucho en investigación, con lo que ha logrado un complejo sistema de transporte, molienda y un sistema para saber dónde y cuándo se va a necesitar más café. También posee un elaborado sistema de elaboración y distribución que preserva el grano de café del oxígeno desde el momento en que se tostaba hasta el momento de su envasado (Sistema de circuito cerrado).
Organización: Starbucks se ha organizado adecuadamente como para aprovechar sus recursos y capacidades y apropiarse de rentas necesarias para fijar su estrategia. Es notable cómo ha sabido aprovechar las oportunidades de sacar al mercado nuevos productos junto a reconocidas marcas como es el caso de PepsiCo, quien en conjunto con Starbucks lanzaron al mercado el frapuccino embotellado listo para servir. También aprovecha diversos lugares de distribución como son las líneas aéreas y hasta librerías.
Todo esto en su conjunto, ha contribuido a que Starbucks se potencie y se ubique en los primeros podios de las empresas distribuidoras de café a nivel mundial. Es de esperar que esta organización no cese de explotar sus fortalezas y seguir innovando para convertirse en la marca número uno de distribuidores de café.
Para continuar con este caso veremos que existen dos tipos de competencias: centrales y distintivas. La primera es un conjunto de capacidades que cruzan las fronteras de las divisiones, es decisiva para la competitividad y rentabilidad de la empresa. Cuando una competencia central es superior a los competidores esta pasa a ser distintiva.
En Starbucks las podemos ver de la siguiente forma:
 Centrales:
-Vende sus productos en restaurantes, empresas de servicios, entre otros.
-Ha establecido acuerdos con United Airlines para en los vuelos servirles café Starbucks a los pasajeros. Junto a PepsiCo quienes en conjunto crearon Frappuccino exitoso refresco, etc.
-Es una marca reconocida, posee puntos de venta estratégicos y existe comunicación lineal dentro de la empresa.
 Distintivas:
-Venta de café en base a tres principios: amabilidad, productividad y educación.
-Ofrece a sus clientes un lugar cómodo para hacer una pausa durante el día, escuchar música, poder charlar, y todo esto acompañado de un excelente café, teniendo una variedad de sabores para elegir.
- Excelente calidad del servicio y producto. Gran cantidad de proveedores y buena relación con ellos.
-Venta por correo. Acuerdos establecidos con minoristas.
-Experiencia e innovación.
-Sus empleados de atención al público son principalmente universitarios, quienes deben tener base y conocimiento para contestar preguntas difíciles.
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