Essay on Technology Helps Starbucks Find New Ways to Compete

1664 Words May 11th, 2014 7 Pages
Technology Helps Starbucks Find New Ways to Compete
1. Analyze Starbucks using the competitive forces and value chain models.
The environment in which the specialty coffee industry had to compete during the 2008 was made up of cheaper fast food chain and global economic downturn. Compare with McDonald’s and Dunkin’ Donuts, Starbucks offers a unique experience: high-end specialty coffees and beverages, friendly and knowledgeable servers, and customer-friendly coffee shops. However more and more customers complain that the Starbucks lost their hip and local feel. Under this circumstance, the new entrants are much more easy to enter the specialty coffee area, because Starbucks would generally lost their specialty in coffee industry, and
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Therefore, the dealers reorder with Burton to replenish their stock or to buy new products.
2. Why the business processes are described in this case such an important source of competitive advantage for Burton?
Because Burton wanted to speed up this process so that its dealers and retail customers would have more precise information about the availability of products not currently in stock.
3. Explain exactly how these process improvements enhance Burton’s operational performance and decision making?
SAP analysts helped Burton identify the top five transactions that were the most critical to busi-ness operations and that needed optimization from a systems standpoint. Other processes in need of improvement included the order-to-cash process (receiving and processing customer sales, including order entry, fulfillment, distribution, and payment); the handling of overdue purchase orders in the procure-to-pay process, which consists of all the steps from purchasing goods from a supplier to paying the supplier; and the electronic data interchange (EDI) inventory feed extract transaction
In Action:
1. What is the purpose of this Web site? How does it support the company’s goals? The web site is aimed to achieve product advertisement, Prospect generation, Direct sales, Business-to-business sales, Customer support and Education. Burton set a

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