Question

identify a multinational enterprise (MNE) that produces a product you are familiar with (automobile, laundry soap, etc.).

Look at that company/product through the lens of the value chain activities to determine how it creates value within one or more of those activities.

Create an initial posting (by 6pm EDT Saturday) that explains those activities' contributions to the value of your selected product. Be specific, and show evidence of your understanding of the chapter content.

Make a response posting to another student's posting (by midnight Sunday) by offering additional insight into that student's product under discussion, again showing understanding of the value chain concept.

Answer 1

Starbucks is a world wide known Multinational Enterprise offering coffee in outlets. It is known for its high quality product and customer service. In order to ensure good quality and high level customer service, they have added value to each and every stage of the Value Chain.

• Inbound Logistics : Unroasted coffee beans are procured from Asi, Africa and Latin America and then transported in sealed containers through ship and reached tosix regionaldistribution centres.The coffee beans are then roasted and packaged and supplied to central distribution centres.
• Operations : Starbucks operates in 65 different countries in two different store formats : company owned stores and licensed stores.
• Outbound Logistics : Customers can avail services from company owned or licensed outlets.It has also made online presence for certain products like packaged coffee, tea, drinkware etc.
• Marketing & Sales : Earlier Starbucks never used any media for marketing and sales , considered word of mouth to be enough because of high quality product and customer service. As the competition grew, they have started making use of sales promotion, print advertisement, public relations, events and experience.
• Customer Service : Starbucks is known for elaborative customer service. Offering personalized mugs for coffee, greeting them with gentle smile on face gives much pleasure to the customers.