Class: Diploma of Management
Starbucks: Operational Planning Assignment
Developing the Plan
On June 25th, 2012 Starbucks Coffee Company released our strategic plan to transform the nature of the corporation over the next 18 months of business. Strategic goals for accomplishing the plan were compiled with the secondary purpose of developing operational activities to implement each of them. The following operational activities plan addresses one of them- Starbucks’ goal to “introduce new products to reflect changing food trends amongst customers”. The plan will be divided into three tasks; developing the plan, acquiring resources, and monitoring and reviewing the performance. The latter is a review after six months to determine whether the changes in variances were favourable or unfavourable to the Starbucks’ strategic plan.
The strategic goal of introducing new products to reflect changing food trends will encompass having a research strategy, a marketing strategy, a promotion strategy, and a pricing strategy. Our research team will analyze the food service market for current trends in not only coffee, but in the small delicatessen items that Starbucks carries in some locations. We understand the need to uncover current trends in order to give the client the best choices. We also understand that varying markets across the country may reveal different food trends, and we are prepared to accommodate those differences by offering select items based on the preferences of that market.
Once new food products have been determined, our marketing strategy will focus on making the existence of the new products known to our current as well as new clients. It is our projection that added interest in our new products will result in our goal for growth. We can focus on local and national marketing through television advertisements, signage, and promotional coupons. We will also focus our attention to radio, and
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