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.
Format!
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
Introduction:
Starbucks’ mission, summary of your analysis
Main Body: Sections (use titles/headings)
Mission Statement
Analysis
Your conclusion
Apply strategy concepts to facts about Starbucks
Conclusion: Summarize paper
