Research_Propsal

Research Proposal Contrena Wright STR/581 Strategic Planning and Implementation September 29, 2011 Dr. Ray Benedetto Research Proposal My research proposal paper involves one of the most well known leading companies that purchase and sell high quality whole bean coffees, Starbucks. They sell the traditional regular coffee and frappuccino, espresso, and passion lemonade teas. They also sell sandwiches, pastries, coffee mugs, and accessories with the Starbucks logo on them. Starbucks mission is to be more than just a coffee shop; they want to be a responsible business that builds a relationship with their employees and customers. Validating the vision, mission and value statement By using the company’s website I will understand the company’s mission and vision statement in more depth. Understanding the company’s employee culture and social environment is something I will get into on my class paper. I will go in-depth trying to find whether or not this company is living up to their mission statement, by visiting at least three Starbucks locations. I have not found a vision statement for the company; but Starbucks does have a vision statement for their employees. The vision statement will be discussed more after I have talked to a few of the company’s employees and research the company to view a visions statement. I will be completing my environmental scan by using the Starbucks website, other online websites, and newspaper articles on the web and visiting my neighborhood Starbucks at three locations on 87th and the Dan Ryan expressway, 53rd and Kenwood, and the State Street location on 35th. I will be researching Starbucks SWOT analysis. By using this company’s SWOT I will be explaining the company’s internal and external environments. External Environmental Analysis My external focus will be the company’s opportunities, threats, and survey questions at the Starbuck location of my choice. The newspaper articles will let me understand the company at an overall demographically point of view. Understanding the company’s environmental scanning through its competitors, consumers, and managerial standards. On my external research I plan to visit three Starbucks locations. Talk to the employees on a more business level. I will be asking females and males from each Starbucks locations, their work experience with the company, the reason why they give off such a positive aurora when taking orders and the reason why they choose this company to work for. I will be putting together a survey of questions to ask each individual I talk to, and compare their answers to see whether or not their answers are the same or not. Internal Environmental Analysis My internal focus will be Starbuck’s strengths, weakness, and trends. Starbucks internal focus will be located on the company’s website and from websites such as Business Intelligence. Business Intelligence is an online company that I have learned to focus on companies ups and downs. Business intelligence also keeps the public and stakeholders a tracking progress of a company’s overall achievements. Conclusion After focusing on Starbucks environment scanning process I will have a better insight of the company’s setting internally and externally at the same time understanding their mission and vision statements. Learning about Starbucks in more depth and the needs of the company employee’s, costumers, and their competitors will give readers including myself a better understanding on the company’s strategy and goals.