Implementation, Strategic Controls, and Contingency Plans
STR/581 Version 4
Strategic Planning & Implementation
July 12, 2011
Starbucks is the worlds leading specialty coffee retailer. The company produces a wide range of beverages as well as various confections and pastries. With over 17,000 stores world wide one would have to wonder why a successful company like this would need to form a strategic plan. In this world there are no guarantees of success for businesses. Each company must be able to form a successful marketing strategy and must be able implement their plan effectively. In this highly competitive global environment the overarching goal of every firm is to successfully execute strategies that will lead to growth, prosperity, and survival. In the global economy technology now allows almost everyone instant information and instant connectivity. Information changes so fast that corporate leaders are now increasingly pushing their company’s to innovate and to adapt. According to the reading, “Implementation is “where the action is.” It is the arena that most students enter at the start of their business careers. It is the strategic phase in which staying close to the customer, achieving competitive advantage, and pursuing excellence become realities” (Pearce, and Robinson 2011).
Implementation and Objectives
Starbucks primary objective is to establish the company as the most recognized and respected brand in the world (Starbucks Website). Starbucks is a gourmet coffee shop so they must increase their name brand so as to justify their gourmet status. In order to maintain its success Starbucks must implement an effective implementation plan. A company may have a great product, but if it fails to identify a specific market, or to use a proper marketing plan, it will not be able to successfully reach the consumers. Over the years Starbucks has been...