mkt 598 week 2 team assignment project proposal and initial evaluation 
Project Proposal and Initial Evaluation
Week 2 Team Assignment
MGT 598 Project Proposal and Initial Evaluation
Overtime, companies change or improve aspects of the organization in an effort to support long-term sustainment. When companies experience change, often a consultant is leveraged to support the process. Starbucks has made the decision to expand globally and is working with a consultant to support the project. The following project proposal defines why Starbucks made the decision to expand, what the role is of the consultant and Starbucks management on the project, the project goals, and the tools that will be used to manage the project. Problem and Opportunity By applying analysis techniques, namely SWOT, and STEEPLE, to company performance Starbucks gains clarity about the company’s strengths and weaknesses. Starbucks’ strengths include its reputation for innovation and creativity, frontrunner position of its industry with 9,000 cafes in 40 countries around the world, and its strong ethical values and mission. Company 's primary weakness is a lack of diversification, which created by its limited portfolio and distribution. Starbucks portfolio depends heavily on one primary product: coffee.
Furthermore, the company hinders distribution potential by conducting 75% of its business within the United States. The company’s weakness presents an excellent opportunity: expansion. Expansion of the company’s portfolio and expansion into other countries enables the company to both increase presence within its current industry sect and establish presence in other sects (Rapid Business Intelligence Success – Streaming, 2013; Marketing Teacher, 2013; Rapid Business Intelligence Success – Mission, 2013; Starbucks, 2013). Roles of the Consultant and Management
There are certain roles the consultant and the Starbucks management team must perform to make the project successful. Because there
Week 2 Team Assignment
MGT 598 Project Proposal and Initial Evaluation
Overtime, companies change or improve aspects of the organization in an effort to support long-term sustainment. When companies experience change, often a consultant is leveraged to support the process. Starbucks has made the decision to expand globally and is working with a consultant to support the project. The following project proposal defines why Starbucks made the decision to expand, what the role is of the consultant and Starbucks management on the project, the project goals, and the tools that will be used to manage the project. Problem and Opportunity By applying analysis techniques, namely SWOT, and STEEPLE, to company performance Starbucks gains clarity about the company’s strengths and weaknesses. Starbucks’ strengths include its reputation for innovation and creativity, frontrunner position of its industry with 9,000 cafes in 40 countries around the world, and its strong ethical values and mission. Company 's primary weakness is a lack of diversification, which created by its limited portfolio and distribution. Starbucks portfolio depends heavily on one primary product: coffee.
Furthermore, the company hinders distribution potential by conducting 75% of its business within the United States. The company’s weakness presents an excellent opportunity: expansion. Expansion of the company’s portfolio and expansion into other countries enables the company to both increase presence within its current industry sect and establish presence in other sects (Rapid Business Intelligence Success – Streaming, 2013; Marketing Teacher, 2013; Rapid Business Intelligence Success – Mission, 2013; Starbucks, 2013). Roles of the Consultant and Management
There are certain roles the consultant and the Starbucks management team must perform to make the project successful. Because there
References: Marketing Teacher. (2013). SWOT Analysis Starbucks. Retrieved from http://marketingteacher.com/swot/starbucks-swot.html Philip Wickham & Louise Wickham, (2008). Management Consulting: Delivering an Effective Project, Third Edition, by. Prentice Hall Financial Times. Pearson Education, Inc. Starbucks. (3013). Our Starbucks Mission Statement. Retrieved from http://stageaten.starbucks.com/about-us/company-information/mission-statement