According to Starbuck’s annual report 2011 their objective is “to maintain Starbucks standing as one of the most recognized and respected brands in the world.” They plan to achieve the respect and to be recognized through the use of ethnical sourcing and environment stewardship. If the company uses ethnical sourcing the consumer would be more appealed to purchase from Starbucks because they know that it is reliable and the people are fairly paid for the coffee beans. This also applies to the company being environmentally aware because it is a very important issue that impacts the world and once again is another factor that allows the consumer to appeal to the products from Starbucks more. Their tactic is to promote and advertise their use of ethically sourced products to their customers and environmentally print on their products (cups, tissues, cup sleeves, bag) that they are environmentally friendly this serving as a constant reminder that they are environmentally aware.

Starbuck’s retail objective is “to be the leading retailer and brand of coffee in each of our target markets by selling the finest quality coffee and related products, and by providing each customer a unique Starbucks Experience. “ Their strategy is to “expand [the] global retail business to increase [the] market share in a disciplined manner, by selectively opening additional stores in new and existing markets, as well as increasing sales in existing stores, to support [the] long-term strategic objective” as well as having “superior customer service as well as clean and well-maintained company-operated stores that reflect the personalities of the communities in which they operate, thereby building a high degree of customer loyalty.” Their tactics would be to create new and innovating products to create a loyal customer supporting the strategy.

Importance of Objectives in Managing Your Organization
Setting out these objectives for their company creates a common long-term goal to work towards rather than each department having their own goal. This also promotes new ideas on how to improve their company in order “to maintain Starbucks standing as one of the most recognized and respected brands in the world.”

 


Comments

sfsddf
10/15/2013 4:05am

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wrweafe
10/15/2013 4:05am

coffee is nice

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gfdhba
01/23/2014 1:52am

no coffee sux

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