Question: Write a memo to Starbucks'' CEO with an internal analysis of the competitive advantage of Starbucks. Include a brief activity analysis (based on either a value chain or value network approach) and/or a resources and capabilities analysis to clearly highlight two key issues for the CEO:
1. What main internal features/ strengths (sets of activities or resources/capabilities) is Starbucks' competitive advantage built on?
2. What barriers to imitation (or replication) exist that will ensure that Starbucks' competitive advantage will be sustained in the long run?