Global Organization Given an Example of a Term Paper

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Global Organization

Given an example of a strategic business plan, evaluate the plan and provide recommendations on how the plan could be improved to include more effective planning and decision-making.

A strategic business plan defines the business, quantifies and explains the existing market of the business, quantifies the business' current market, products, services, strategic propositions, routes to market, customers, case studies, sales/marketing/advertising plans, competitors, and potential strategic actions in the near and long-term future of the business. For example, when Starbucks was planning to enter Japan it might define its business as a coffee retailer and cafe, its customer target as younger twentysomethings, its products as coffee beverages and ground beans, its services as making coffee and providing side pastries and sandwiches, its strategy as marketing itself between fast food and formal sit-down restraints, its routes to market as usurping the traditional generic coffee market, its customers defined as individuals seeking a 'hang out,' case studies based on former fast food establishments, and Starbucks might say that it marketed itself against fast food competitors with Starbuck's more upscale sales and marketing campaign, but combined the strategic act of franchising into urban and then suburban arenas.

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In Japan, however, where tea is more commonly drank, and noodles more popular than pastries, and ground coffee is less popular than beverages bought on the street because of Japan's smaller homes, these factors might result in a need for greater beverage selection of teas, more kitchen space, and less of a stock of beans. Also, there might have to be more of a targeting of urban markets like Tokyo, of such franchised beverage places along the lines of cafes are not as much in demand in more rural areas.

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