Human resource management

2.1 Part 1 – Starbucks Business Report (3,500 words) You are required to write a Business Report for the CEO on the performance of Starbucks using independent research and the case study (case 25) that appears on pages C-200 to C-209 of Part 5 in the Core Textbook, Autumn term 2019: The case study can be accessed using the following link (you will need your log in details): https://online.vitalsource.com/#/books/9781305856271/cfi/648!/4/4@0.00:0.00 Setting the scene: The CEO of Starbucks is considering their options over the next 3 years. Your Business Report should provide the CEO with clear and concise information that will guide them in their decision-making process. You should use the Starbucks case study and also provide evidence of further independent research to support your answers. Your research data must not be older than 3 years. Data prior to January 2017 will be ignored for marking purposes. Your Business Report should be structured as follows: • An Introduction (500 words; 10 marks) to Starbucks and its competitive position relative to the other companies (include data from your research and the case study) • External Environment analysis (1,250 words; 25 marks) – A critical analysis of the Speciality Coffee Café Industry as represented by the case study and your independent research • Internal Environment analysis (1,250 words; 25 marks) – A critical evaluation of the sources of Starbuck’s competitive advantage (internal analysis) and how these differ from Starbucks competitors – You should draw upon information and data provided by the case study and your extensive research (Remember your research data must not be older than 3 years. Data prior to January 2017 will be ignored for marking purposes). • Recommendations (500 words; 10 marks) for the CEO that will improve the company’s performance over the next 3 years. Your recommendations should be commercial, realistic and justified. You should present your recommendations using SMART objectives (Specific, measurable, achievable, relevant, time-bound). 2.2 Part 2 – Starbucks’ Stakeholder Report (500 words; 20 marks) a) You should identify (list) the internal and external Stakeholders for Starbucks (Complete Appendix A; this is not included in your word count; 5 marks) b) You should then choose One priority Starbucks’ Stakeholder Group from this list and provide a clear definition of this Group. For example, if you choose “customers” as a Stakeholder Group you should identify the type of Starbucks customer together with their characteristics, demographics, size of the stakeholder group etc. Your Priority Stakeholder Group should be a Starbucks’ Group that is currently the focus of attention (within the last 3 years) from Starbucks due to a specific reason that you must explain in your answer. You must provide evidence (appropriately referenced) in support of your answer from the case study and your independent research (335 words; 10 marks). c) You should then critically analyse the power (influence) and interest of your chosen Stakeholder Group, using an appropriate academic framework (for example Mendelow’s 5 matrix) and identify the appropriate communications strategy that Starbucks should adopt with this Stakeholder Group (165 words; 5 marks)