AFM 241

Yash Walia

Part I

1. List the technology and other resources used to perform each activity in Starbucks
technology-enabled value chain. a. List at least five (5) primary activities in the
Starbucks value chain. b. List at least three (3) resources used in each value chain
activity (what was inputted into chat GPT)

a. Primary activities: in the Starbucks value chain include:

​ Inbound Logistics: Receiving, storing, and distributing raw materials and supplies.
​ Operations: Roasting, brewing, and preparing beverages, as well as baking and
preparing food items.
​
​ Outbound Logistics: Packaging, storing, and delivering finished products to Starbucks
stores and other distribution channels.
​
​ Marketing and Sales: Promoting and advertising Starbucks products, managing
customer relationships, and operating retail stores.
​
​ Service: Providing customer support, handling complaints, and ensuring customer
satisfaction.
​
​
b. Resources used in each value chain activity:

​ Inbound Logistics:
● Transportation vehicles: Trucks, vans, and delivery vehicles to transport raw
materials and supplies.
● Warehouse facilities: Storage spaces for holding and organizing incoming
materials.
● Inventory management software: Tools to track and manage inventory levels.

​ Operations:
● Coffee roasters: Equipment used to roast coffee beans.
● Espresso machines: Machinery to brew espresso-based beverages.
● Ovens and food preparation equipment: Used for baking and preparing food
items.

​ Outbound Logistics:
 ● Packaging materials: Containers, cups, lids, and other packaging materials for
finished products.
● Delivery systems: Systems and processes for efficiently delivering products to
stores.
● Distribution centers: Warehouses or facilities to store and manage finished
goods.

​ Marketing and Sales:

● Point-of-sale (POS) systems: Software and hardware for processing sales
transactions in stores.
● Customer relationship management (CRM) software: Tools to manage and
analyze customer data.
● Digital marketing platforms: Websites, social media channels, and mobile apps
for advertising and promotions.

​ Service:
● Customer support software: Tools for managing customer inquiries and
complaints.
● Training materials and programs: Resources to train employees on providing
excellent customer service.
● Feedback and survey tools: Systems to gather and analyze customer feedback
for service improvement.

Please note that these are general examples, and the specific technologies and resources used
by Starbucks may vary based on their operational strategies and technological advancements.

Part II

On a scale of 1 - 5, the re-usability of the solution through ChatGPT is 4. In my personal

opinion, the template provides a general structure and understanding of the primary activities in
a value chain and suggests some common resources used in each activity. This can serve as a
starting point for evaluating the resources of another company. However, each individual
company may have unique operations, processes, and resource requirements. Therefore, the
template should be customized and expanded upon to fit the specific context and industry of the
company being evaluated.

By using the template as a foundation and adapting it to the specific needs and characteristics
of the company, you can create a comprehensive evaluation of its resources in the value chain.