01 Leadership Strategy Assignment
Contents
1 INTRODUCTION 2
2 ORGANIZATION 2
2.1 Internal and External Stakeholders 2
3 PRODUCE AN INNOVATIVE IDEA AND DEVELOP RATIONALE BEHIND THE IDEA 2
4 HOW TO COMMUNICATE THE IDEA TO STAKEHOLDERS 3
5 IDENTIFY THE BARRIERS TO IMPLEMENTING THE IDEA 3
5.1 Competitors 3
5.2 Self-Cannibalism 3
6 STRATEGY TO OVERCOME THE BARRIERS 4
7 CONCLUSION 4
8 Bibliography 4
1 INTRODUCTION
This paper takes into account the company of Starbucks and proposes the innovative idea of introducing a new product with respect to the interests of its stakeholders, the way such an idea can be communicated to the stakeholders, the likely barriers to arise or exist and the way to overcome such barriers.
2 ORGANIZATION
Starbucks is a renowned brand with more than twenty thousand coffee shops across the globe with 760 stores in UK alone. The company contributes GBP 300 million in the British economy and employs over thousands of people in UK alone. The range of its products does not include the coffee alone but also includes other beverages and snacks to nibble on. Its mission is “to nurture the human spirit – one person, one cup and one neighbourhood at a time.” It not only provides the products but an experience in its stores where the customers enjoy their cup of coffee in a relatively different atmosphere. (Starbucks, 2014)
2.1 Internal and External Stakeholders
Stakeholders represent those individuals or group of individuals who are directly or indirectly influenced by the operations of the organization. Such people are said to have vested interest in the success of the organization and are influenced by its achievements. (Friedman & Miles, 2006)
They can be divided into two categories: internal and external. Internal stakeholders are the ones that are directly and financially associated with the company’s projects. Such stakeholders may include, and is not limited to, donors, project owners, employees, customers, financial creditors, etc. They are formally associated
1 INTRODUCTION 2
2 ORGANIZATION 2
2.1 Internal and External Stakeholders 2
3 PRODUCE AN INNOVATIVE IDEA AND DEVELOP RATIONALE BEHIND THE IDEA 2
4 HOW TO COMMUNICATE THE IDEA TO STAKEHOLDERS 3
5 IDENTIFY THE BARRIERS TO IMPLEMENTING THE IDEA 3
5.1 Competitors 3
5.2 Self-Cannibalism 3
6 STRATEGY TO OVERCOME THE BARRIERS 4
7 CONCLUSION 4
8 Bibliography 4
1 INTRODUCTION
This paper takes into account the company of Starbucks and proposes the innovative idea of introducing a new product with respect to the interests of its stakeholders, the way such an idea can be communicated to the stakeholders, the likely barriers to arise or exist and the way to overcome such barriers.
2 ORGANIZATION
Starbucks is a renowned brand with more than twenty thousand coffee shops across the globe with 760 stores in UK alone. The company contributes GBP 300 million in the British economy and employs over thousands of people in UK alone. The range of its products does not include the coffee alone but also includes other beverages and snacks to nibble on. Its mission is “to nurture the human spirit – one person, one cup and one neighbourhood at a time.” It not only provides the products but an experience in its stores where the customers enjoy their cup of coffee in a relatively different atmosphere. (Starbucks, 2014)
2.1 Internal and External Stakeholders
Stakeholders represent those individuals or group of individuals who are directly or indirectly influenced by the operations of the organization. Such people are said to have vested interest in the success of the organization and are influenced by its achievements. (Friedman & Miles, 2006)
They can be divided into two categories: internal and external. Internal stakeholders are the ones that are directly and financially associated with the company’s projects. Such stakeholders may include, and is not limited to, donors, project owners, employees, customers, financial creditors, etc. They are formally associated
Bibliography: Friedman and Miles (2006): Stakeholders: Theory and Practice. Oxford University Press Keynote (2012): Coffee & Sandwich Shops: Market Assessment 2012 Available at: http://www.keynote.co.uk.ezp1.bath.ac.uk/market-intelligence/view/product/10512/coffee-%26-sandwich-shops?highlight=coffee+%26+sandwich&utm_source=kn.r McCarthy (1964): Basic Marketing. A Managerial Approach. Homewood, IL: Irwin Needham (1996): Business for Higher Awards. Oxford, England: Heinemann Starbucks (2014): Starbucks Commitment to the UK. Available at: http://www.starbucks.co.uk/our-commitment Other Links: https://www.realcoffee.co.uk/coffee-encyclopedia/trivia/consumption-facts/