Starbucks vs. Douwe Egberts
or
Two strategic approaches within the same industry context
Universiteit Maastricht
Faculty of Economics and Business Administration
Maastricht, March 14th 2006
Conze, CE.; Cuijpers, R.; Peinemann, ANB
ID number: i283819; i346748; i265071
Study: International Business; International Business Economics
Course code: 3013BE ? Strategic Management
Group number: 4
Subgroup: 2
Tutor name: B. Blumberg
Writing Assignment: Team Report
Index
1. Introduction?????????????????????????..?..3
2. Strategic Process: Strategic Change????????????????..?.4
3. Strategic Content: Business Level Strategy?????????????..?.5
4. Strategic Content: Network Level Strategy?????????????.. ....7
5. Starbucks Performance????????????????????..??9
6. Comparison Douwe Egberts/ Starbucks strategy????????????10
7. Conclusion??????????????????????????...11
8. References?????????????????????????..?.12
9. Appendix??????????????????????????.....14
Introduction:
"Over second and third cups flow matters of high finance, high state, common gossip, and low comedy. Coffee is a social binder, a warmer of tongues, a soberer of minds, a stimulant of wit, a foiler of sleep if you want it so. From roadside mugs to the classic demi-tasse, it is the perfect democrat" (Quotegarden). With over 400 billion cups consumed annually, coffee ranks second in the list of the world's most popular beverages, right behind water (Wikipedia). Thousands of companies are operating in this billion-dollar industry. Dealing with this fierce competition puts pressure on companies operating in the coffee industry to run their business effectively and efficiently ...