1. The Starbucks Coffee Company
Mobile Truck Expansion Initiative
Jacquelyn Baker
LaTonya Finkley
Anitra Reaves
Brenda Sprouse
Eric Wardlaw
Earl Watson
Starbucks Coffee Company: Group C MGMT 6150 Walden University

2. Introduction: Strategic Initiative
New Business Development: Starbucks Mobile Coffee Trucks
Starbucks = World Leader in Specialty Coffee Industry
Industry Leader in high quality coffee
Promoter of economic & social stability Eco-friendly methods
Trust through transparency
Commuter focused
Starbucks will capitalize on our Market Leadership in the coffee business!
We will use our unique position to leverage our position in the Niche coffee consumer
Target market: Beach-goers, National park visitors and users of electronic devices, i.e. mobile apps
Starbucks Coffee Company: Group C MGMT 6150 Walden University

3. Strategic Initiative The Starbucks Initiative Will….
Launch mobile-trucks to satisfy customers in the aforementioned locations including:
Outside of court houses
College campuses
Airports & mall food courts,
Bus/train stations
Cruise ships
The Starbucks Initiative Will….
Enhance current supply chain in:
Tea, coffee, cocoa, manufactured goods
Plan, Make, Deliver
Continuously Improve through Six Sigma TQM
Balanced Approach
Build Strategic Alliances
Expand target market
Domestically/Globally
Starbucks Coffee Company: Group C MGMT 6150 Walden University

4. Strategic Initiative Cont’d….
Understanding existing barriers, incentives, and culture
Implement simultaneous changes to process, technology, and organization
Investment of time and cost, drive globalization/deliver value
Accelerate value capture/solutions are developed and constraints identified
Focus on end-user behaviors speeding up adoption
Continue to streamline and automate processes while increasing compliance with established contracts
Starbucks Coffee Company: Group C MGMT 6150 Walden University

5. Single Feedback Loop System
Like a bicycle chain, one link doesn’t move unless all the links move.
Prompts Other Questions:
How much Profit goes to increasing New Product Development?
Do we increase Market Share simply by adding New Products ?
Do we increase Advertising or Direct Sales
Will our new products increase overall Industry Demand as well as increase “Market Share? (Powell, 2002).
Starbucks Coffee Company: Group C MGMT 6150 Walden University

6. Double Feedback Loop System
The Double-Loop System allows us to determine whether our strategies are valid:
Enables us to Answer the Question:
Will our strategies deliver the intended performance breakthrough?
Insight:
If these strategies are not producing the results we expect, then we need to look at alternative means.
We must ensure we have solid information feedback from our workers, customers, and clients in order to make well informed decisions.
Starbucks Coffee Company: Group C MGMT 6150 Walden University

7. Multiple Feedback Loop
Multiple-Feedback Loops adds another layer of looking deeper into our system
This Allows Us To…..
Evaluate our actions
Take responsibility for any consequences that arise
Observe the relevance of our actions as we continue to move forward with our initiative
Starbucks Coffee Company: Group C MGMT 6150 Walden University

8. Starbucks Coffee Company: Group C 2014 MGMT 6150 Walden University
Conclusion
We will continue to be bold, daring and different; integrating processes to achieve successive business goals
Starbucks is pooling resources, sharing future plans and information, as well as encouraging, showing leadership and recognizing improvements and achievements
Starbucks has focused on a transformation process and continued success while achieving balance between performance, optimization and innovation
Starbucks Coffee Company: Group C MGMT 6150 Walden University

9. Starbucks Coffee Company: Group C 2014 MGMT 6150 Walden University
References
CCU getting a mobile Starbucks. (2014, August 20). In The Digitel.com. Retrieved December 15, 2014, from The Digitel website:
Meadows, D. (2008). Thinking in systems. White River Junction, VT: Chelsea Green Publishing.
Melnick, J. (2013). Mobiles find it’s a bumpy road. Retrieved from
Senge, P. (2006). The fifth discipline: The art & practice of the learning organization. New York: Doubleday.
Stakeholder Engagement and the Board. (2009). Retrieved from /FINAL%2BFocus8_5.pdf?MOD=AJPERES
Starbucks Coffee Company: Group C MGMT 6150 Walden University