Starbucks Coffee Company Executive Business Plan

Starbucks Coffee Company Executive Business Plan

Daniel Boose

MGT 591 Seminar in Management

John Fritch

July 10, 2006

Executive Summary

The following executive summary will identify two projects that are being recommended to Starbucks Coffee Company for implementation immediately. The summary will identify the two projects, state why the projects are being recommended, and provide an overview of the expected results. Following that will be a business plan summarizing the findings and recommendations for the two projects. The two projects that are being recommended to Starbucks are the Real-Time Snapshot Project and the Partner Compensation Access Project.

The first project is the Real-Time Snapshot Project. This project would enhance Starbuck's website to include a section where customers can give a real world snapshot of the experience that they have had in the retail stores after visiting them. This would allow the consumer to rank their visit, provide feedback, and be entered into a contest to win a $500 Starbucks gift card, which would be awarded weekly.

Starbucks currently uses a secret snapshot program that costs them an average of $45 per shop and there are three snapshots completed per quarter for each store. This equates to $180 a year per store. With about 5000 retail North America Stores, this equates to about $900,000 a year. The new program would cost the initial investment of the startup cost for the new web page, the cost to collect the data and Starbuck's cost for the $500 gift cards. All of this would equate to about $400,000 a year. That is a half of a million-dollar savings annually for Starbucks Coffee Company and would result in much more realistic data for the managers to be held accountable to.

The feedback provided by the customers by having them do customer snapshots on the web could provide some extremely valuable information to both the field operators of the company as well as to the marketing department. This would also create a database for marketing to send out information on future promotions and events for the company, to their customers.

The Real-Time Snapshot Project should result in an overall increase in the speed of service for the company, better service for consumers within six months, a sales increase of 6% company wide, decrease in employee turnover by 15% in the first year, 65% of management fitting bonus goals, and a 175% return on investment within the first year.

The second project is the Partner Compensation Access Project. This project would enhance Starbuck's website on the manager workstation so that employees can access their human resource information.