Running Head: Implementation, Strategic Controls, and Contingency Plans

Implementation, Strategic Controls, and Contingency Plans
STR/581 Version 4
Strategic Planning & Implementation
Kenneth Kobus
July 12, 2011

Starbucks is the worlds leading specialty coffee retailer. The company produces a wide range of beverages as well as various confections and pastries. With over 17,000 stores world wide one would have to wonder why a successful company like this would need to form a strategic plan. In this world there are no guarantees of success for businesses. Each company must be able to form a successful marketing strategy and must be able implement their plan effectively. In this highly competitive global environment the overarching …show more content…

In a sense, functional tactics translate thought (grand strategy) into action designed to accomplish specific short-term objectives. Every value chain activity in a company executes functional tactics that support the business’s strategy and help accomplish strategic objectives.” (Pearce, and Robinson 2011)

Starbucks must maintain its high quality strategy. In areas of employment that company must improve its benefits package so as to improve the moral of its employees. The company must not be lured away from McDonalds low price approach to coffee. Starbucks has been facing heavy competition most recently. Companies like McDonalds are producing coffee on a much cheaper scale than Starbucks. In the past there were few companies in the gourmet coffee business but that is now changing. In the beginning Starbucks was able to use its marketing prowess to create a favorable image of premium gourmet coffee shop experience. This marketing strategy was what gave Starbucks its major advantage over its competitors. The company also used this marketing strategy to place over 17,000 outlets worldwide and to have each outlet meld into their communities.

Action Items

In management, an action item is a documented event, task, activity, or action that needs to take place. Action items are discrete units that can be handled