Critical evaluation organization's Resources and Capabilities of Coursework

Critical evaluation organization's Resources and Capabilities of Starbucks in Thailand. (internal environment) - Coursework Example The company’s high return from its new investments, made in the booming market of Thailand, helps to capture the confidence and loyalty of its value chain partners and shareholders (Hitt, Ireland, and Hoskisson, 2010). Intangible Resources The company has gained a strong brand image in the global market, since the last forty years of its establishment, which has helped it to win active support of its business stakeholders in Thailand for its business projects. The quality product and valuable diversification have transformed the individuals of Thailand into loyal customers of the company. The efficient marketing strategy used by the company, for delivering new coffee deviations in the market, has helped it to gain popularity in the market of Thailand (Zhang and McCornac, 2013). Human Resources In Thailand, Starbucks Corporation uses wholly owned subsidiary model to expand its business. Roby (2011) found that human resource strategy of the company differs significantly with the change of entry mode or mode of business operation. As part of wholly owned subsidiary model in Thailand, 3 member core Store Development team works for the company to analyze the market potential of a particular store location and supervise the entire retail chain expansion strategy of the company (Getchee, 2013). Training and development of staff in different Starbucks stores in Thailand is being done in human resource departments of the team. Capability and skill level of staff in various retail stores of Starbucks is being enhanced through periodic training programs. Consideration of research works of Roby (2011) reveals the fact that Starbucks Corporation focuses on capturing local talents and individuals while expanding business in Asian countries like Malaysia, Thailand or China because culture of these countries diverges significantly from western countries. To mitigate the cultural gap, in Thailand, the coffee retailing giant recruits more of Thai people who can understand local culture and customs and fulfil customer requirements in efficient manner. Therefore it can be said that Starbucks Corporation uses well defined human resource strategy develop talented and responsive human capital who can help the company to achieve business success in Thailand. Starbucks Capabilities Strategies in terms of Value Chain The value chain is the chain that denotes the various activities and services conducted by a firm in order to serve a valuable service or product in the market. Figure 1: Value Chain Diagram (Source: Porter, 2008) Inbound Logistic The company’s branch in Thailand offers a close-association among its investors, suppliers and customers in the market. Cocoa seeds have few cultivation fields worldwide. Thus, the company considers its suppliers to be very important as they supply the required raw materials to them at right time and place (Sridharan, Caines and Patterson, 2008). Operations The company claims that its primary operation in the m arket is to serve the world’s best coffee to the individuals. The Quality Strategy of