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Starbucks Internal Environment Essay

1174 Words5 Pages

3.0 Analysis of internal environment
3.1 Resources
3.1.1 Tangible Resources
Physical resources
BStarbucks has high quality coffee beans, premium teas coffee related accessories and equipment, building and vehicles. It has 215 stores in Malaysia, as at 30 April 2016. BStarbucks also has 24 drive-thru concept stores in Malaysia. The drive-thru concept stores are around Pahang, Klang Valley, Penang, Johor and Perak area. Besides, it opened its new concept store at Gardens Mall in October 2015. The new concept store is the first premium Starbucks Reserve Store in Malaysia. BStarbucks’s target is to open another 25 stores in Malaysia during year 2017.
Financial resources
During the financial year 2016, Starbucks has increased its revenue from …show more content…

It provides high quality whole bean coffees and different variety of coffee beverage from Italian-style espresso, rich-brewed to cold blended. Besides, it also provides variety of desserts and pastries, sells coffee-related accessories and equipment, and different kind of premium teas.
Besides, BStarbucks is well known as a good employer. It has awarded the Silver Award Winner under employer of choice. In 2015, the director of Starbucks Malaysia and Brunei, June Beh has awarded the Gold Award Winner under Human Resources Leader of the year. BStarbucks also been recognized as the Best Companies to Work for in Asia 2015 by HR ASIA. Employer Branding Institute also presented BStarbucks as the Malaysia Best Employer Brand Awards in 2016.
Furthermore, BStarbucks also is recognized as ethical company since it is actively involving in charity work and community service projects. For examples, BStarbucks will celebrate the Global Month of Service in April and organize community service projects in different places.
Company culture and incentive system
In order to enhance employees’ skills and knowledge, BStarbucks has organized professional certification programs and leadership development program for …show more content…

It will review the operation plan to utilize the resources effectively and at the same time improve its operational efficiency in this competitive business market. Besides, it also capable to train quality partners (employees) with its development programs and outstanding training.
3.2.2 Product design
BStarbucks is also capable in designing its products. It has introduced a few festival themed products such as Exclusive Assorted Zesty Pineapple Delights for Hari Raya, Exclusive Coffee Wafer Rolls for Chinese New Year and variety flavor of mooncake during Mid-Autumn Festival. For beverage, it has launched seasonal drinks like Chocolate Hazelnut Macchiato, Burnt Caramel Macchiato and etc.
3.2.3 Distribution, Sales and Marketing
BStarbucks is capable in selling, distributing and marketing its products. The information provided by the partners(employees) to the potential customers or customers must be accurate and truthful. Sell quality products and services to the customers and do not disparage competitors. Besides, different types of promotion and marketing strategies have been applied during year 2016. For example, customized the Starbucks merchandise according to customers’ preference, invited local artists to help doodle or draw on Starbucks merchandise for customers and used digital platform to engage with customers via variety of promotional

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