Starbucks 1

Topics: Starbucks, Strategic management, Coffee Pages: 27 (9344 words) Published: April 21, 2015
Module Title:
Understanding and Promoting a Business
Module Code:
Assignment Format & Maximum Word count
Individual Business Report
40 %
Submission Date/Time & Method:
9pm Saturday 25th April 2015 Electronic submission on StudyNet Tutor/s Marking:

Assessment Criteria
Learning Outcomes: Knowledge and Understanding tested in this assignment: 1. The planning, organising, and leadership functions of a business 2. The applications of a wide range of sales and promotional skills and techniques. 3. The principles of marketing, planning and promotion

4. Examine the principles and relevance of business ethics.

Learning Outcomes: Skills and Attributes tested in this assignment: 5. Identify key business functions and formulate ways to carry out the controlling function in organisations. 6. Appreciate the marketing environment of organisations in order to develop competitive strategies 7. Apply and communicate effectively the methods and techniques of marketing, planning and promotion 8. Apply a series of study skills and strategies (including how to get the most out of: your assignment; the on line virtual learning environment; different forms of communication and researching a topic).

Feedback /Marking criteria for this Assignment
Performance will be assessed using UCSA grading criteria (showing the mark allocations) attached and in your Module Handbook. Guidance for improvement will be provided in writing on AFF or.... within 4 weeks. For further help, contact the module leader in the drop-in hours listed in the Module Handbook, or by email. Late work and plagiarism will receive standard penalties. UCSA reserves the right to use electronic means to identify plagiarism.

Detailed Brief for Individual/Group Assessment
The title of the assignment:

Individual Business Report via StudyNet

Assessment 3 - (40% of module grade)
Learning Outcomes Assessed: Learning Outcomes 1, 2, 5, 6, 7 and 8 Assessed

Electronic copy only to be submitted through StudyNet

Continuing from assessment 1, write a report of 2000 words for submission to your manager at Digital and Visual Safari about your chosen company – this must be Harvard referenced with reading list

Task 1
The Company, its structure, leadership and business environment – 40 marks

a) The organisation’s key products (e.g. Starbucks) and the individual brand or product (e.g. Coffee Discoveries) that this report will propose promotional activities for. Shown as a Portfolio Analysis (Boston Matrix) Key products – Main product, which is the coffee. All different coffee variations are part of their product portfolio. The major priority is the consistency of the product taste and quality assurance. Referring to (Swot analysis Starbucks Weaknesses 2000) The eagerness to meet the demand, therefore new products has been introduced as: Hot and Beverages

Coffee- related accessories and equipments
Complimentary food items
Non-food products, coffee mugs etc
Starbucks Announces New Leadership Structure to Accelerate Global Growth New Company Alignment Optimizes Multi-Brand Strategy
SEATTLE, Jul 11, 2011 (BUSINESS WIRE) -- Building on its global momentum, Starbucks Coffee Company (NASDAQ:SBUX) today announced a new corporate structure to accelerate its growth strategy, which will take effect by the end of September. "Our company performance over the past two years has positioned Starbucks for the significant international opportunities ahead and the acceleration of our global growth strategy," said Howard Schultz, chairman, president and chief executive officer, Starbucks Coffee Company. "Today we are successfully executing our multi-brand, multi-channel strategy and we believe the leadership and organizational moves announced today will optimize our speed and focus going forward." New Regional Structure

Starbucks retail business is currently structured as Starbucks U.S. and Starbucks Coffee International...

References: Glasby, J. (2012) “Understanding Health and Social Care” 2nd edition, The Policy Press, p.114
Tricker, B
Wong, V. (2013) “Starbucks flexes its political muscle with petition” Bloomberg, Available at:
Understanding the nature of each of these forces gives organizations the necessary insights to enable them to formulate the appropriate strategies to be successful in their market (Thurlby, 1998).
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