he fundamental reason for differences between Wal-Mart and Starbucks is that they have different value propositions. Wal-Mart aims to compete on price, while Starbucks competes on other value proposition factors, such as quality, availability, relationship, and brand image. Since Wal-Mart seeks low prices, their business processes must be structured to minimize costs. Starbucks, on the other hand, is more focused on creating a consistent customer experience at all its stores. Be sure to understand that differences in the value proposition require differences in the importance of specific processes, as well as differences in the learning and growth perspective