STGY 5900 Corporate & Business Strategy Fall 2014

CRITIQUE 2 PORTLAND ROASTING COMPANY

Individual Assignment: While you are permitted to discuss this assignment, the
response you provide must be your original intellectual property. Any references to the
ideas of others must be appropriately cited as indicated on the course outline. Similar to
a case analysis, you may draw on all available or researched material to support your
arguments in responding to the questions.

You are reminded that there is no single right answer, but rather it is the coherence
and well-supported reasoning that constitutes a high quality response (i.e. supporting
your responses with strategic frameworks/concepts demonstrates your ability to think
strategically).

The assessment of your critique will consider the depth of analysis/reflection, originality
of ideas, clarity of expression and logic of your rationale.


Portland Roasting Company: Farm Friendly Direct
(case file follows on cuLearn)

CASE QUESTIONS:

1. Identify key characteristics of the specialty coffee industry utilizing Porters five-
forces framework to assess the industry attractiveness. Interpret how industry structure
influences Portland Roasting Company and what are key risk factors. Do not prepare a
full 5 Forces analysis.
2. Considering Porters value chain and drawing upon the resource base view, what are
the Portland Roasting Companys core competencies and bundles of resources that
provide competitive advantage (CA)? Do not list all resources, only those providing
competitive advantage, identifying whether the advantage is temporary or likely to be
sustainable.
3. Portland Roasting has recently introduced a product extension in packaging their
coffee for single brewing in Keurig machines (see http://portlandroasting.com/ifill/ ).
Briefly discuss how this helps or hinders their brand and its focus on sustainability.
4. What key strategic and/or tactical actions would you recommend Portland Roasting
Company undertake to further develop its market and social sustainability efforts given
the market situation described in the case?
For example, more recently Portland Roastings concern over the quality of their coffee,
particularly ensuring the ripeness of the beans during harvesting, prompted the
distribution of an inexpensive quick-reference bracelet of the exact colour of the
perfect coffee bean (http://www.dearcoffeeiloveyou.com/ingenious-coffee-cherry-
quality-bracelets/ ).
You are asked to suggest actions beyond those which have been taken between the case
and those currently described in the corporate communications.

The actual case is 18 pages, while the informational appendices also provide statistical
data which may be helpful in analyzing the case.
For additional information on Portland Roasting Company and their current business
activities, see their web site at: http://portlandroasting.com/

A background video is available at: http://vimeo.com/13341959



Grade weighting: 10%
Due Date: At class October 14
th
paper copy submitted at beginning of class and
deposited to cuLearn by that time.


Response Format:

Clearly indicate which question you are responding to (all 4 questions are required). Do
not repeat the questions, just identify the number. You may structure your response in
essay or point form (or any hybrid), however you must respect the maximum word
length of 1,000 words, excluding references.

The required format is a WORD document, approximately 4-5 pages, double-
spaced, 12 pt. Font, 1 margins. Excessive length may be penalized.

Both the paper and electronic copy are required to be deposited by start of class,
October 14
th
.


Print Copy: Insert your name and student number as a header on each page,
paginate, print double sided (if possible) and staple together. A title page is not
necessary.

cuLearn File: please upload a WORD file (not pdf), with the file naming convention
C2,A,student last name, for section A and C2,B,student last name, for section B