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.
[...] Example, Chinese Starbucks: We can see that the design of the store is typically Chinese. The company has adapted to the target market. "The choice of furniture and fixtures, the names of drinks, the messages on the cups, the graphics, it's all-been studiously crafted" A strong workforce planning Starbucks's workforce planning is very strong. Plans are very well adjusted to coordinate the different activities and tasks. Each employee has a specific task: cash registration, preparing drinks and moreover, they have very competent employees. [...]
[...] 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.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. [...]
[...] Goals were Specific, Measurable, Attainable, the attainment of the goal lead to Reward, the goal provide a Time limit over which it has to be attained Conclusion In order to sustain the company's growth and make Starbucks a strong global market, Schultz believed the company had to challenge the status quo, be innovative, take risk and alter its visions of who it was, what it did and where it was headed (SC 2009). Starbucks haves appealed to such a wide target market, it seems every product introduced will be a success (sodas, teas, ice creams, and pastries). It was more than just great coffee, it was the atmosphere and the boutique feeling of the shop and the quality of services that helped the organization follow through with its mission. Starbucks mission reflects the intimate relationship between the company and consumer. This leadership is because of Starbucks' effective responses to external challenges. [...]
[...] Goals and planning of Starbucks Coffee Company Table of contents 1. Introduction 1.1 Purpose of the report 1.2 Introduction to planning and goals 2. Introduction of the organization 2.1 Starbuck's missions and goals Quantitative objective Qualitative objective 2.2 Starbuck's background (products, history, market position, size, financial situation, employees) The organization- overview Starbuck's history 3. Goals and planning of the organization 3.1 Type of schedule A strategic planning for Starbucks A strong workforce planning A product differentiation strategy Starbucks and fair trade 3.2 Information gathering 3.3 Benefits and purpose of schedule 4. [...]
[...] His major goal when he joined the company was to establish Starbucks as the first purveyor of the finest coffee in the world while maintaining categorical principles as the enterprise grows. He wanted Starbucks to act like a small company, to customers providing year uplifting experience. This man was ambitious and the challenging goals led to a higher level of performance Introduction of the organization 2.1 Starbuck's missions and goals If we had to sum up Starbuck's mission in one sentence we would say: "To inspire and nurture the human spirit-one person, one cup, and one neighborhood at a time" (Starbucks website, 2008). [...]
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