Goals and planning of Starbucks Coffee Company

Résumé du document

This paper examines strategic management, which includes business decisions and actions that define the organization's missions and objectives, determine the most effective utilization of organizational resources, select best ways of action to achieve its goals and missions, and seek to guarantee the effectiveness of the organization within the environment. Indeed, the performance of any business organization in the competitive economy highly relies on the quality of its management. This case study evaluates the management process, planning and goals and applies it to a practical case study of Starbucks, a Coffee Company. A goal is a future state for an organizational unit. Fixing goals is primordial for a company. Indeed, it allows to clarify decisions, motivate people, use the resources efficiently and help to measure the progress. At the heart of the Starbucks management style is Howard Schultz, the man who has built Starbucks company management and marketing strategies.

Extraits

[...] What's more, Starbucks stores are perpetually growing as we can see on Appendice 3. Starbucks constructed a successful business based on the concept of good customer service and high quality products. Core values, short and long term goals and the mission statement of the company are the guidelines which are a common objective for all stakeholders. The ability for Starbucks to align these goals and objectives with the principles of the businesses operation has assured the financial success of the company. [...]

[...] Catching the Starbucks Fever: Starbucks Marketing Strategy. Missouri State University, April 2002). Management and Organisations, Depart of Strategy, Innovation and Enterprise, Compiled by Margareth Mc Cann, Colin Comb, and Jim Galloway, Glasgow Caledionian University. Starbucks and fair trade: http://www.starbucks.com/sharedplanet/ethicalInternal.aspx?story=fairTr ade Official website of Starbucks, Mission statement http://www.starbucks.com/about-us/company-information/mission- statement http://www.associatedcontent.com/article/170782/a_short_history_of_starb ucks_and_the.html?cat=37 http://www.wikinvest.com/stock/Starbucks_(SBUX) 6. Appendices Top 10 restaurants chain in the US Source: http://thebankwatch.com/category/pinkomarketing/ Starbucks stores growth Source : http://www.seattlepi.com/dayart/20071008/starbuckscontinualgrowth.gif Consumers analysis : Favorite drinks and the reasons why they have chosen Starbucks Weaknesses - Starbucks innovation may falter over time. [...]

[...] The purpose of targeting a wide market is to spread easier across the world, colonizing other countries, with different cultural practises Qualitative objectives The first aim of the corporation is to develop satisfied consumers, providing high quality products. Then, one of Stabuck's principal goals is to create a unique experience, the “Starbucks experience” with not just great coffee but with also a specific atmosphere. The consumer is likely to relax in comfortable chairs, with music, and the smell of fresh coffee. He has also the possibility to work, the WIFI is available. Then, the company provides a great work environment; treating their employees with respect and dignity. Moreover, Starbucks staff is highly qualified. [...]

[...] Management stratégique -analyse des buts et des méthodes de "Starbucks Coffee Company" Table of contents 1. Introduction Purpose of the report Introduction to goals and planning Introduction of the organization Starbuck's missions and goals Quantitative objectives Qualitative objectives Starbuck's background (Products, history, market position, size, financial situation, employees) The organization overview Starbuck's history Goals and planning of the organization Type of planning A strategic planning for Starbucks A strong workforce planning A product differentiation strategy Starbucks and fair trade Information gathering Benefits and purposes of planning Conclusion References Appendices Introduction 1 Purpose of the report This paper examines strategic management, which includes business decisions and actions that define the organization's missions and objectives, determine the most effective utilization of organizational resources, select best ways of action to achieve its goals and missions, and seek to guarantee the effectiveness of the organization within the environment. [...]

[...] They focus more on quality and experience rather than the price Starbucks and fair trade One of the other goals of the company is to take care of the environment. “Starbucks began purchasing Fair Trade Certified coffee in 2000. In 2008, they have announced that they were expanding our work with Fair Trade to support small-scale farmers. As part of this effort, Starbucks will increase its purchases in 2009 to reach 40 million pounds (18 million kilograms). This will make us the largest purchaser of Fair Trade Certified coffee in the world. They have planned to double their purchases of Fair Trade Certified coffee in 2009. [...]