Bsba Integrative Project Integration Construct a Consolidated

BSBA Integrative Project Integration

Construct a consolidated table summarizing all your objectives, measures, targets, and action initiatives.

Measure

Target

Action

Expand into China, the world's largest growing market

Number of stores opened and sales figures

To grow from 500 stores in 2012 to 1,500 by 2015 (White 2012)

Cultivate local relationships with businesses to engage in joint ventures: create menus and atmosphere to suit Chinese tastes

Increase number of stores in Brazil

Number of stores opened and sales figures

"Brazil is a market that we think can have 1,000 stores, at least, and we are sitting with less than 100," according to CEO Howard Schultz (Allison 2012).

Improve upon menu to include brigadeiro-flavored Frappuccinos and a distinctive Brasil Blend to compete with native Brazilian coffee houses (Allison 2012).

Open new profitable stores in U.S. To replace stores that it closed

Number of stores opened and sales figures

1,500 stores in profitable, high-trafficked locations in the U.S. (USA Today, 2012)

Analyze locations and markets carefully before re-expanding in domestic market

Supplement the table prepared with a 2-page report discussing the following issues:

List the strategic goal(s) being pursued and explain why they're important to your organization.

Starbucks is the leading company in the coffee industry. The company prides itself on engaging with communities and providing customers with unique experiences to ensure future success and growth. All the units have been properly equipped to enable them operate in different atmospheres. Through its global Starbucks experience reputation and its customer engagement, the organization is up to the challenges of the current market demands (Jones & Hill, 2007). Starbuck's vision and mission are used to design strategies for development. An effective company strategy is one, which assists the organization to achieve its vision and mission.

The company's mission, vision, and strategy have been intertwined. The mission statement provides the inputs, the vision statement guides in developing strategies while strategies outlines what Starbucks will do in order to achieve its vision. The vision statement acts as a bridge between strategy and the mission statement. In this regard, Starbucks vision statement fosters a relentless spirit of improvement and innovation. The company's vision of moving forward pushes managers to develop new and environmental friendly strategies of delighting their customers. The relationship between strategy and vision is intense and can be described as an ambitious one. Starbucks has succeeded in displacing its competitors with deeper pockets and strong ambition through their urge to expand the company in more innovative ways (Heaton, Sturman & Ford, 2011).

Explain how the objectives you listed do or do not work to support each other and ultimately the strategic goal.

The internal business measures Starbucks wishes to change must work in coordination with the other objectives presented in previous assignments. Although, each objective must stand on its own, they must fit like gears to promote a seamless and smooth change. When objectives step on each other in terms of priority, it is important for leadership to step in and recognize this disconnect and offer balanced solutions that can find ways to allow all objectives to be met.

Identify any gaps in the causal chains and suggest ways that they might be filled by creating new objectives. Specify what those objectives should be.

The Starbucks Corporation was created with the intention of bringing a unique, European-style coffee blend to America (Thompson & Gamble 1997:1). Starbucks has tried to fuse its ethos of community, high-quality coffee, and ethics into its overall strategy. It is a mid-market coffee brand that stresses the 'experiential' nature of its coffee, as well as the fact consumers can feel good patronizing Starbucks because of the ethical ways in which it treats its employees and 'sources' its coffee (Thompson & Gamble 1997:3). This ethos of community has been carried over into its international expansion. Starbucks engages in joint ventures to 'brand' its coffee company in such a way that it suits local tastes yet remains incontrovertibly Starbucks (Thompson & Gamble 1997:3; Mission statement, 2012, Starbucks). When Starbucks came to Japan, for example, it offered a more diverse range of beverages to suit the local palate, such as green tea but did so in the form of its iconic beverages like the Frappuccino (Allison 2012).

However, in recent years Starbucks fortunes have been very much 'up and down,' depending on the economy. It was also necessary for Starbucks to retrain its workers to serve its coffee, given numerous complaints about the (relatively) pricey coffee's quality. Starbucks has had to reign in its domestic growth, given its too-rapid expansion in recent years, which has drawn the ire of some communities and consumers and resulted in criticism of its coffee. Starbucks is instead focusing on expanding internationally, where its market is less super-saturated and there is more room for growth. Abroad, Starbucks' American status is often a popular draw for patrons.

Identify any objectives, which do not serve to support the strategic goals, and recommend either that they be eliminated or that an additional strategic goal be added. Support your recommendation.

Objective 1: To strengthen support for advocacy groups of Starbucks units by 20% within the next 12 months

Objective 2: revamp the company's commitment to ensuring unique customer experience and ensure that customer satisfaction has increased by 50% within two years.

Objective 3: to organize educational programs for Starbuck's new employees and in the next one year, there should be 25% improvements in handling customers.

Briefly summarize the strategic action plan(s) implied by your causal chain(s). Who would need to do what, in what sequence?

Starbucks intends to introduce outreach programs based on two-way communication with advocacy groups. Educating the public on the company's new family programs will involve both informal and formal communication methods. This strategy will ensure that the company communicates to the target audience so that it can pass the right message to the right recipient. The company will prepare and implement these programs in the second quarter of the year. During the first implementation period, a new family friendly environment will be created within the stores. This strategy will be a real experiment that Starbucks is committed to providing customers with space for friends and families to socialize through congregation (Heaton, Sturman & Ford, 2011).

Starbucks will align their leading principle of ensuring that customers are enthusiastically satisfied every time. This will be achieved through the implementation of friendly family programs. This approach will assist in reinforcing relationships between the company and their customers. Further, it will create a warm and welcoming atmosphere that motivates parents to bring along their family members and friends so that they can socialize. This strategy will be effective in boosting customer traffic even in slow periods. The company will prepare these programs in every quarter of the year (Jones & Hill, 2007).