Strategic Hospitality Management : Assignment
11 Pages2749 Words87 Views
Added on 2020-07-23
Strategic Hospitality Management : Assignment
Added on 2020-07-23
ShareRelated Documents
Strategic Hospitalitymanagement
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Mission, vision and objectives of Starbucks.........................................................................11.2 Stakeholder power/interest matrix of Starbucks...................................................................21.3 PESTLE analysis of Starbucks..............................................................................................31.4 SWOT analysis of Starbucks................................................................................................5CONCLUSION................................................................................................................................6REFERENCES................................................................................................................................7
INTRODUCTIONStrategic Management includes the formulation and execution of majour goals andobjective taken by the company's top level of management. Where the company analyse itsexternal and internal environment and their effect on organisation and its performance. Itprovide direction to the managers to create management objective, policies and plans toachieve long term goal. Some tools are created to analyse the performace of entity are SWOTand PESTLE analysis. Starbucks is UK based company which have thier coffee-house in allover the world. The company produce premium class products which target young people.Objective of company is to provide ethical environment in outlet and excellence in consumersatisfaction.TASK 11.1 Mission, vision and objectives of StarbucksThe mission and Vision statement communicate the organisation reason for theirestablishment and how they serve to their stakeholders that are customers, employees andinvestors. Mission statement are often longer than vision, they conclude the firm's values.Starbucks mission and vision statement states that the company emphasis on leadership in thecoffee-house industry (Islam and Mamun, 2017). The mission statement of Starbucks are “To Inspire And Nurture The Human Spirit- One Person, One Cup And One Neighbourhoodat a time”. This provide that:To provide ethical environment the work premiss and treat every individual withrespect and dignityApplication of the standard of excellence while purchasing, roasting and delivering ofcoffee.Develop enthusiasm in employee’s and deliver coffee to customer which satisfy them.Contribute positively to communities and environment.Profitability is essential element for the future success (Starbucks, 2008).The company maintains maintain a small organisation culture, where they cares aboutthe customer's experience (Islam and Mamun, 2017). It also means that the venture plans thecontinuously and gradually grow the businesses, one place or neighbourhood at a time.1
The vision statement of Starbucks is “ To create the company as the powerfulrespected and recognized brand in all over the world and becoming the natural organisationwith the ethics, values and norms by guiding employee’s to make it happen”. The statementstates that the firm uses to measure their decision, actions and ideas. Every customer andemployees are important for the company, they provide the best consumer service with thehelp of employee’s empowerment. The company has created harmonious work environmentwhere every worker can give their best that is free from discrimination.Objective of the company is to maintain its standard to become worlds mostrecognized and respected brand. The plan to achieve these objective is to respect the customerand employee’s of the entity. Their goal is to be leading retailer brand for coffee maker foreach of their target market by selling the best quality coffee and related products anddelivering the each client a unique Starbucks experience. Their objective is to expand theirbusiness globally to capture large market share and gain brand awareness. Their marketingstrategy market expansion and product expansion, where the sell same product to newcustomer and new products to old market. They provide superior quality goods and customerservice with well maintained company oriented store that reflects the personality ofcommunity in which they operate. They build high level of customer loyalty (Jahangiri,2016). Their tactics is to create new and innovative products for maintaining loyal consumer.1.2 Stakeholder power/interest matrix of StarbucksThe company contribute to improve its corporate social responsibility to address theconcern of different stakeholder. The following are the main:Employees: In Starbucks, employee’s demand the good working condition, higher wages, jobsecurity. The organisation's culture focus on employee’s first attitude. In 2014, the companyboost their corporate social responsibilities by providing scholarship to the employee’s basedon partnership with Arizona State University. In this company paid 56% of tuition fees forthem. They hire baristas who only serve coffee and beverage, they train them to provide bestexperience to customer.Customer: The company consider them main stakeholder, they provide high quality od goodsand personalised services to them such as beverages and coffee (Islam and Mamun, 2017). Itis the world famous speciality chain coffee-house. They provide environment of cafe2
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Customer Experience: Analysis of Starbucks Corporationlg...
|11
|3314
|80
Starbucks Coffee's Mission Statement & Vision Statementlg...
|20
|3078
|237
Strategic Management of Starbucks - Case Studylg...
|12
|3016
|958
Project on Strategic Audit on Starbuckslg...
|13
|2134
|68
Strategic Analysis of Starbucks: Overview, External Analysis, Internal Analysislg...
|15
|4996
|86
Marketing analysis of Starbuckslg...
|17
|4194
|52