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    Strategic Management Process: Vision, Goals & Objectives

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    Strategic Management Process/Vision, Goals, Objectives

    Is Starbucks' Mission (vision, goals, objectives) aligned with its strategies? In other words, can Starbucks continue its growth as a multi-billion dollar company, and yet maintain its entrepreneurial character?

    Case Instructions:

    Visit the Starbucks website, identify Starbucks' mission statement, and analyze it.

    Then read the following two articles about Starbucks, as well as conduct additional research. When you visit the Starbucks website, be sure to review the most recent Annual Reports under the "About Us/Investor Relations" sections of the site (these reports are important - they are essentially a company's self-analyses).

    Analyze Starbucks' mission statement, as well as the company's goals and objectives.

    Identify and analyze Starbucks' main stakeholders, and whether the company mission meets stakeholders' goals.

    Analyze how Starbucks' strategies meet its mission, vision, and objectives.

    Write a five page paper, answering the question above!

    Required Articles:

    Helm, B. (2007). Saving Starbuck's Soul: Chairman Howard Schultz is on a mission to take the company back to its roots! Oh, yeah-- he also wants to triple sales in five years. Business Week. New York: April 09, 2007, Issue 4029, p. 56

    Rae, J. (2006), The Importance of Great Customer Experiences. Business Week. New York: November 27, 2006. Issue 4011, page 32

    Helpful Hints

    Business school case assignments are meant to offer practice opportunities for future business people, such as you, who are earning their MBA degrees. Therefore, case assignments should not be descriptive. Consider yourself a consultant hired to make these assessments.

    There are no right or wrong answer to the Case question, as long as it is well-supported and argued.

    Study in-depth Background Materials and identify main strategy concepts.

    Recognize the concepts of mission/vision/goals, stakeholders, as well as the strategic process.

    Apply strategy concepts to facts in the Case and your own research (such as the company's website, etc.). Be sure you have the most current information!

    Analyze the mission statement. Be very critical and do not let yourself be influenced by a company's statements. Analyze the mission against the organization's actual strategies.

    Analyze how the company meets its major stakeholders' goals.

    Identify and appraise some of the strategic choices Starbucks has made (e.g., product differentiation, R&D, operations)

    Compare their strategic choices to the mission statement, goals, and objectives.

    Make a decision (yes or no), and critically defend it using arguments based upon your analysis of mission/vision and strategic choices.

    Ensure that you apply strategic concepts to facts.

    Use your analysis in order to defend your position.


    Writing! This is a business report that you develop for the board of directors and shareholders if you were the CEO, or for the CEO if you were the consultant. This is a professional and objective document. Use Tips of Good Writing to structure your report. This is an important business skill to acquire.

    Executive summary:

    Starbucks' mission/strategic choices/Do they align


    Starbucks' mission, summary of your analysis

    Main Body: Sections (use titles/headings)

    Mission Statement


    Your conclusion

    Apply strategy concepts to facts about Starbucks

    Conclusion: Summarize paper

    © BrainMass Inc. brainmass.com June 3, 2020, 11:11 pm ad1c9bdddf

    Solution Preview

    Executive Summary

    This report is related relation between the mission and strategies of the company. In order to understand the profitability and success level of an organization it is necessary to understand the alignment of mission and strategies with each other.

    In this report, I am going to analyze the various parameters that are associated with the stakeholder's goals and strategies of the company to operate at the internal level as a multi-billion dollar company. This report explains that the management has implemented various strategies to gain high profit so that the stakeholders of the company can enjoy good services and facility both in monetary terms and non-monetary terms.

    By means of this report the reader would be able to understand the role of effective strategies to achieve the mission of the organization.


    Mission of an organization is directly linked with the objective and goals of the company. Without having a good vision and mission it is not possible to get success in the industry (Starbucks Mission, 2009). Starbucks is big corporate name, which has a mission and some objectives, In order to achieve the mission of the company the management has worked on some strategies that are directly associated with the performance and need of the stakeholders of the company.

    The mission of Starbucks is to make a commitment to ensure the quality in its products and continuous improvement in the product according to the need of the customers. It also ensures it partners to create a standard for them (Wilson & Gilligan, 2005). It offers quality products to its customer that uplifts their life standard. The management of the company also committed to being a good corporate citizens and being honest for its shareholders by providing a significant return on their investment (Starbucks Mission, 2009). By developing a positive relationship between the strategies and objectives of the company, it is very easy for the company to get success in the market and expand the business at the international level.

    About Starbucks

    Starbucks is a United State based MNC engaged in coffee and coffeehouse chain business. It is one of the world's largest coffeehouse companies. It has expanded its business in about 49 countries with nearly 16, 120 stores (Starbucks Corporation, 2009). Its products include espresso-based hot drinks, drip brewed coffee, other hot and cold drinks, snacks, mugs and coffee beans. A variety of complementary food items, coffee-related accessories and equipments is also sold by the company (Starbucks Unveils New Strategic Initiatives To Transform and Innovate the Customer Experience, 2008). Its entertainment division and Hear Music brand markets various books, music and films. The other products of the company are generally seasonal and locality specific. The ice- cream and coffee brands of Starbucks are sold at grocery stores (Starbucks Corporation, 2009).

    The aim of the Starbucks is to establish it as one of the most recognized and respected world brand. In order to achieve this, the company is trying to plan an expansion strategy for its specialty stores and even take those opportunities which would leverage its brand image (Starbucks Unveils New Strategic Initiatives To Transform and Innovate the Customer Experience, 2008).

    The success of Starbucks has attracted global attention and it ...

    Solution Summary

    This solution discusses vision, goals and objectives in the strategic management process.