Starbucks' Mission & Strategic Choices

Starbucks ' Mission and Strategic Choices: Are They in Alignment?

Executive Summary This paper examines strategic management, which encompasses business decisions and actions that: define the organization 's mission and objectives, determine the most effective utilization of organizational resources, select best courses of action to meet its mission, and seek to assure the effectiveness of the organization within the environment. This case study evaluates the strategic management process, and applies those concepts to a practical case study of Starbuck’s mission statement. This case study is presented in the format of a formal business report – prepared by a consultant and presented to the Starbucks ' Board of Directors and CEO – that provides an analysis of Starbucks ' mission and strategic choices, and a summary of the alignment of those strategies to its mission. This report is based on a critical review of the Starbuck mission statement, goals, and objectives, which is then compared against the strategic choices that Starbucks has made (e.g., product differentiation, research and development, operations) to determine how well Starbuck’s strategic choices are aligned to the company’s mission and vision. Finally, this study answers the question: Will the company continue its past success?

Randy Tanner, 2009
Starbucks ' Mission and Strategic Choices: Are They in Alignment?

Cover Sheet:
Starbucks Corp. 2401 Utah Avenue South Seattle, WA 98134 Phone: [phone] Fax: [phone] Web Site: http://www.starbucks.com
Business Plan presented to: Howard Schultz, Chairman of the Board, President, CEO Starbucks Board of Directors
Prepared by: Randy S. Tanner
Statement of Purpose: Analysis of Starbucks ' Mission and Strategic Choices: Are They in Alignment?

Table of Contents
Executive Summary 4
Background 4
Company

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