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Recommendations Assignment STARBUCKS RETAL and Stores

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 Marketing Management individual Project (MMIP) Recommendations Assignment Instructions



 The same project topic must be used in all installments. When completing an assignment for a given module, the student will assume the role of marketing manager for the selected organization. All student responses must be based on research. View the entire course textbook (all chapters) as a resource for the assignment, meaning it may be necessary to locate assignment-related material in chapters other than those corresponding with the module in which the assignment is located. While the effort has been made to ensure that all material necessary for assignment completion is found in the textbook, contact the instructor immediately if information needed to complete the assignment cannot be located in the textbook. The instructor will then provide instructions on locating the required material. Quotes must be minimized and long quotes (40 words or more) avoided. Outside sources to be cited include scholarly marketing journals (Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, etc.), practitioner publications, and the course textbook. Assignments must be submitted though Safe Assign.


In Week 8, the student will submit a 600-word recommendations document (12-point Times New Roman font, double spaced), based on information gathered over the course of the session while completing the project installments. A minimum of five strategic and five operational recommendatios must be offered. The student will add scriptural integration throughout the recommendations, quoting relevant scripture verses as appropriate. There must be a minimum of 10 relevant scriptural quotes found throughout the recommendations document, with their relevance to the recommendations explained. The 600-word requirement does not include the title page, scriptural quotes, or references.


The recommendations document must include a title page, a brief introduction delineating the recommendations, and a separate section (with heading) for each recommendation. At least 5 scholarly resources (in addition to the Bible) must be used. The recommendations document must be submitted to SafeAssign to check for plagiarism issues (3 draft checks are available).




Austin Rigdon

School of Business, Liberty University

Author Note

            Austin D. Rigdon

I have no known conflict of interest to disclose.

Correspondence concerning this article should be addressed to Austin D. Rigdon.

             Email: arigdon@liberty.edu.

Starbucks Retail and Stores

Starbucks Coffee is an American Multinational collection of roaster reserves and coffeehouses with its headquarters in Seattle, Washington. Starbucks is the largest coffeehouse chain in the world today, with stores across 80 countries, with more than half of them based in the United States (Hanna, 2014). Starbucks stores and retails have in the past performed well because of their excellent customer relations and the strategic location of their stores and retails. Most of the stores are located within the city's busiest and most crowded areas. As a result, the advertisement on the premises is outstanding with the entrance, and the exits are desirable and the promotion plans at the entrance. However, notable areas need improvement to achieve the highest customer experience and maintain their loyalty.

Invest in New Technology

Technology has been for long been the driver for modern investments. For example, Starbucks coffee stores have installed highly technologized operations, but I recommend a new table ordering kiosk (El-Gohary, 2010). The idea of having the new table ordering kiosk is to reduce the long line-ups within the stores, especially in the morning hours, and save customers time. Time is a precious resource and should be effectively utilized. Colossians 4:5 (NRSV) “Behave wisely toward outsiders, making the best use of your time.”

Parking Space

There are challenges in the parking lot, and as earlier mentioned, it is evident in the morning hours across all the stores and retails. Most of the customers get disappointed because of the strain in parking space. Therefore, I would recommend that Starbucks either rent or purchase new parking spaces and lots within the stores' neighborhoods. Proverbs 12:1 (NIV) “Whoever loves discipline loves knowledge, but whoever hates correction is stupid.”


In the afternoon there is less flow of customers in the stores, which is a worry to maximization of sales. However, the drive of any business venture is getting customers and maintaining them. Therefore, I would recommend that Starbucks adopt regular happy hours around the afternoon, which would encourage customers to flow in at that time. 1 Peter 4:10 (NIV) “Each of you should use whatever gift you have received to serve others…. If you think of your business as a form of service, you will love your customers, and they will feel your love.”


Starbucks lacks much conventional advertisement. They only focus on creating two or three events or charities that reach the community within them. It is rea to see an ad for Starbucks on TVs or print media. However, this may not be enough way of marketing and advertising. The company should...


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