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    The Four Imperatives of Aligning Sales and Strategy

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    Research Starbucks and assess this organization with regard to how it reflects and incorporates the four imperatives for aligning sales and strategy (Day & Moorman, 2010).

    Section 1: Introduction and Thesis Statement
    The background and description of the organization you have chosen, including historical information, the industry or field, employee number and skills, and its target markets.
    A detailed thesis statement of how the organization incorporates the four imperatives.

    Section 2: Aligning Sales and Strategy
    Does the organization align its sales strategy to position itself as a customer value leader? Give examples.
    Explain how the organization has or has not adopted innovation principles to create new value for customers. Explain what you think the consequences might be or have been for the organization's future as a result.
    Analyze whether the organization views its customer as assets and give examples.
    Analyze whether the organization has treated its brand as an asset. Give examples.

    Section 3: Strategic Leadership
    Analyze whether the top leadership of the organization has shown commitment to aligning sales strategy. Give examples.
    How do you think corporate leaders interact with the organization as a whole? Is there evidence that the leaders have involved the entire organization into their alignment of sales strategy? What have been the consequences of the leadership style, do you think, for the organization? Please explain and give examples and support your opinion.

    Section 4: Stakeholders and Recommendations
    Describe the major stakeholders and their role, if any, in creating value for the organization.
    Provide your recommendations for how this organization could improve upon the current alignment of its sales strategy to improve its overall corporate performance.

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    SOCIAL MEDIA AND CUSTOMER DIALOG MANAGEMENT AT STARBUCKS. Source: MIS Quarterly Executive . 2010, Vol. 9 Issue 4, p197-212. 16p. 3 Color Photographs, 1 Diagram, 3 Charts. Gallaugher, John; Ransbotham, Sam

    Paul Greenberg, (2010) "The impact of CRM 2.0 on customer insight", Journal of Business & Industrial Marketing, Vol. 25 Issue: 6, pp.410-419, doi: 10.1108/08858621011066008

    Alton Y.K Chua, Snehasish Banerjee, (2013) "Customer knowledge management via social media: the case of Starbucks", Journal of Knowledge Management, Vol. 17 Issue: 2, pp.237-249, doi: 10.1108/13673271311315196


    Section 1: Introduction and Thesis Statement
    Provide the following:
    The background and description of the organization you have chosen, including historical information, the industry or field, employee number and skills, and its target markets.

    Starbucks began in the 1970s as a single store business in Seattle, Washington but once Howard Schultz became affiliated with the company in 1981 after visiting the store for the first time, he chose to invest in the company and eventually became its chairman and chief executive officer. This occurrence helped to transform the company into a truly unique company that placed customer service and understanding what consumers' want at the top of the company's operational functions. His objective was to transform America's coffee shops into replicas of what he had experienced in Italy at their Italian coffeehouses, at least in theory. These coffeehouses espoused a neighborhood appeal in which people would come to these places as their "third" place to congregate and meet outside of church or work.

    This became the defining decor and appeal of Starbuck's locations as they constructed a national chain of restaurants that have a more intimate appeal than competitors such as Dunkin Donuts. After purchasing the chain outright in 1987 from its original owners, Mr. Schultz began to implement his vision of establishing a corporate socially responsible organization that would benefit every stakeholder including the environment, poor communities and countries where the majority of coffee is grown, and workers who work for the company. This was a revolutionary approach to business 30 years ago, but Starbucks' has always been ahead of its peers in regard to being innovative and being a leader in not only their industry but in any business industry.

    Starbucks has thrived on their ability to separate themselves from the crowd, and this has always been their intent, which is to offer a business model that champions connection between the business and humanity in general, business and customers, business and employees, and all communities who the company relies upon for their success. The company has always wanted to represent more than just another corporation in a Capitalistic society, but instead it sought to serve as a third home to its stakeholders wherein they engage Starbucks on a daily basis and it becomes a part of their daily lives.

    To accomplish this feat, the company has constructed the highest level of engagement with consumers in any industry through social media and through other forms of loyalty inducing programs such as their industry best loyalty reward programs. This has fostered the spirit of connection that the company sought to establish over 30 years ago wherein the company offers more than just coffee but also offers a place for customers to engage and communicate while enjoying their favorite coffee, pastry, etc. It also seeks to offer a sense of family for workers in which it offers free tuition for employees and many other benefits such as stock options as well ...

    Solution Summary

    The Solution discusses Starbucks and aligning sales and strategies.