Strategy - Starbucks Business Report - Management Assignment Help

Assignment Task:

1. General Assessment Guidance
• Your summative assessment for Summer 2019 Term is made up of this Coursework submission which accounts for 100% of the marks
• The deadline for submission is 23:59 Hrs on 28th April 2020. Please note late submissions will not be marked.
• You are required to submit all elements of your assessment via Turnitin online access. Only submissions made via the specified mode will be accepted and hard copies or any other digital form of submissions (like via email or pen drive etc.) will not be accepted.
• For coursework, the submission word limit is 3,500 words for the Starbucks Business Report plus 500 words for the Starbucks Stakeholder Report (Total 4,000 words). You must comply with the word count guidelines. You may submit LESS than 4,000 words but not more. Word Count guidelines can be found on your programme home page and the coursework submission page.
• Do not put your name or contact details anywhere on your submission. You should only put your student registration number (SRN) which will ensure your submission is recognised in the marking process.
• A total of 100 marks are available for this module assessment, and you are required to achieve a minimum of 50% to pass this module.
• You are required to use only Harvard Referencing System in your submission. Any content which is already published by another author (s) and is not referenced will be considered as a case of plagiarism.
• BPP University has a strict policy regarding the authenticity of assessments. In proven instances of plagiarism or collusion, severe punishment will be imposed on offenders. You are advised to read the rules and regulations regarding plagiarism and collusion in the GARs and MOPP which are available on VLE in the Academic registry section.
• You should include a completed copy of the Assignment Coversheet. Any submission without this completed Assignment Coversheet may be considered invalid and not marked.

2. Assessment Brief

2.1 Part 1 – Starbucks Business Report (3,500 words)

You are required to write a Business Report for the CEO on the performance of Starbucks using independent research and the case study (case 25) that appears on pages C-200 to C-209 of Part 5 in the Core Textbook, Autumn term 2019.

Setting the scene: The CEO of Starbucks is considering its options over the next 3 years. Your Business Report should provide the CEO with clear and concise information that will guide them in their decision-making process. You should use the Starbucks case study and also provide evidence of further independent research to support your answers. Your research data must not be older than 3 years. Data prior to January 2017 will be ignored for marking purposes.

Your Business Report should be structured as follows:

• An Introduction (500 words; 10 marks) to Starbucks and its competitive position relative to the other companies (include data from your research and the case study)
• External Environment analysis (1,250 words; 25 marks) - A critical analysis of the Speciality Coffee Café Industry as represented by the case study and your independent research
• Internal Environment analysis (1,250 words; 25 marks) - A critical evaluation of the sources of Starbuck’s competitive advantage (internal analysis) and how these differ from Starbucks competitors - You should draw upon information and data provided by the case study and your extensive research (Remember your research data must not be older than 3 years. Data prior to January 2017 will be ignored for marking purposes).
• Recommendations (500 words; 10 marks) for the CEO that will improve the company’s performance over the next 3 years. Your recommendations should be commercial, realistic and justified. You should present your recommendations using SMART objectives (Specific, measurable, achievable, relevant, time-bound).

2.2 Part 2 – Starbucks’ Stakeholder Report

a) You should identify (list) the internal and external Stakeholders for Starbucks (Complete Appendix A; this is not included in your word count; 5 marks)

b) You should then choose One priority Starbucks’ Stakeholder Group from this list and provide a clear definition of this Group. For example, if you choose “customers” as a Stakeholder Group you should identify the type of Starbucks customer together with their characteristics, demographics, size of the stakeholder group etc. Your Priority Stakeholder Group should be a Starbucks’ Group that is currently the focus of attention (within the last 3 years) from Starbucks due to a specific reason that you must explain in your answer. You must provide evidence (appropriately referenced) in support of your answer from the case study and your independent research (335 words).

c) You should then critically analyse the power (influence) and interest of your chosen Stakeholder Group, using an appropriate academic framework (for example Mendelow’s matrix) and identify the appropriate communications strategy that Starbucks should adopt with this Stakeholder Group.

2.3 Structure of Your Submission

You should submit both reports as a single document structured as follows:
- Business School Cover Sheet
- Report Title Page
- Table of Contents (sections and pages numbered)

- Part 1 – Starbucks Business Report
o Introduction to Starbucks and its competitors
o The External Environment (Apply a PESTLE analysis, 5 Force Analysis, Industry Lifecycle model)
o The Internal Environment - Sources of Competitive Advantage (Apply VRIO, Value Chain, Resources, Capabilities and Competencies framework)
o Recommendations to improve Starbucks performance over the next 3 years

- Part 2 - Stakeholder Report (500 words)
- References
- Appendices

3.0 Marking Guide

The Starbucks’ Business Report is marked out of 80 and will contribute 80% of your overall mark. The Starbucks’ Stakeholder Report will be marked out of 20 and will contribute 20% of your total mark. Note: Your research data must not be older than 3 years. Data prior to January 2017 will be ignored for marking purposes.

The following table shows the mark allocation, word count guidance and the approach required.

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