Starbucks Capstone Project Outline
STARBUCKS CAPSTONE PROJECT OUTLINE 2
The goal for this project is for you to demonstrate your competence in each of the areas that you have
studied in your MBA program.
Table of Contents
1.1. Problem Statement
1.2. Program Goals & Objectives
1.4. Management Plan
1.5. Evaluation Plan
3.0. Analysis and Discussion
This week you will create an outline and begin to develop your project. Review the attached document for
The outline should be no more than two pages in length. In addition to the outline, include your list of
references that you began in Unit 1 – you should be working to add references as you conduct your
research. Your goal should be to add 1-2 references per week to your list
Starbucks Capstone Project Outline
STARBUCKS CAPSTONE PROJECT OUTLINE 3
This provides a brief description of the capstone project and summarizes the whole
project. This section provides the capstone outline and the expectations of the project. The
outline provides the design to map the project and identify areas of weaknesses that must be
addressed accordingly in order to ensure the milestones and objectives of the project are
achieved in times. The outline will provide a cover page, table of contents, introduction, body,
conclusions, and recommendations for future study.
The project will analysis Starbucks Corporation to identify customer satisfaction
strategies, and management and leadership style used the corporation to keep employees
motivated. The paper provides marketing environment analysis and SWOT analysis. This
provides both internal and external environment for Starbucks Corporation. This will ensure
accurate identification of strategies for customer satisfaction and employees motivation used by
Starbucks. Data will be collected using questionnaires and analysis of the previous performance
of the company. Data will be compiled and analyzed to provide strategies used in order to
provide a conclusion and recommendations.
The project will provide environmentally responsible and superior services to customers
in order for Starbucks to adhere to the highest standards of professionalism and performance.
The ultimate goal will be to recognize the best strategies to ensure total customer and employee
satisfaction (Devia, Aisjah & Puspaningrum, 2018). This will ensure Starbucks perform
STARBUCKS CAPSTONE PROJECT OUTLINE 4
consistently to deliver value-added services to customers with the highest level of quality. This
will be identified through leadership and organizational behavior of Starbucks in processes of
satisfying both employees and customers.
This includes both internal environment analysis and external analysis using SWOT and
PEST methods in order to ensure proper understanding of the company environment. The
objective is to identify the strategies used by Starbucks to gain and retain customers as well as
ensure the highest quality of services to customers. The activities will include data collection,
SWOT and PEST analysis in order to sufficient data concerning Starbucks marketing strategies.
Starbucks Leadership and Management
Leadership and Management at Starbucks have been around for over 30 years with the
strategy of providing premium coffees. However, it has grown tremendously selling specialty
coffee drinks and food (Gallaugher & Ransbotham, 2010). The company aims to serve others
and is leadership is recognized as one of the most ethical corporation globally. The company
works well in a diverse workplace, promotes productivity, encourages involvement and breeds
loyalty (Rothaermel, 2015).
This focuses on the corporate responsibility of the company and its core values. The
paper will focus on how the following values have enabled the corporation to improve customer
service and keep employee motivation;
Social corporate responsibility through donations and financing for community
STARBUCKS CAPSTONE PROJECT OUTLINE 5
Extending and supporting loans
Helping create and retain over 2,300 employees in the United States (Rothaermel, 2015).
Customer services that enhance corporate brand and loyalty.
Food safety focuses on the success of the company.
Operation management and Information technology
The project will critically evaluate the operation management and IT systems sued by the
company efficiencies and timely delivery of customer services. This is a help to provide Gnat
diagram for the flow of activities to accomplish the objective of the project.
Conclusion and Recommendations
Conclusions will be based on the findings and results of the project. They will be
integrated with the objectives of the study in order to ensure that the results are informative and
enhance customer services in Starbucks Corporation. The paper will also provide
recommendations to improve the services of customer and motivation of employees in order to
ensure that the company creates and sustain highest customer quality services.
STARBUCKS CAPSTONE PROJECT OUTLINE 6
Devia, A. N., Aisjah, S., & Puspaningrum, A. (2018). THE INFLUENCE OF BRAND
EXPERIENCE AND SERVICE QUALITY TO CUSTOMER LOYALTY MEDIATED
BY CUSTOMER SATISFACTION IN STARBUCKS COFFEE
MALANG. Management and Economics Journal (MEC-J), (1), 185-196.
Gallaugher, J., & Ransbotham, S. (2010). Social media and customer dialog management at
Starbucks. MIS Quarterly Executive, 9(4).
Rothaermel, F. T. (2015). Strategic management. McGraw-Hill Education.