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BPP Coursework Cover Sheet
Please use the table below as your cover sheet for the 1st page of the submission. The sheet should
be before the cover/title page of your submission.
| Programme | MSc Mgmt |
| Module name | Strategy |
| Schedule Term | |
| Student Reference Number (SRN) | |
| Report/Assignment Title | Starbucks Business Report |
| Date of Submission (Please attach the confirmation of any extension received) |
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| Declaration of Original Work: I hereby declare that I have read and understood BPP’s regulations on plagiarism and that this is my original work, researched, undertaken, completed and submitted in accordance with the requirements of School of Business & Technology. The word count, excluding contents table, bibliography and appendices, is words. Student Reference Number: Date: |
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| By submitting this coursework, you agree to all rules and regulations of BPP regarding assessments and awards for programmes. Please note, submission is your declaration you are fit to sit. BPP University reserves the right to use all submitted work for educational purposes and may request that work be published for a wider audience. BPP School of Business and Technology |
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Programme: MSc Management
Module: Strategy
Coursework Assessment Brief
Submission deadline: 23:59 hrs on 28th April 2020 Submission
mode: Turnitin online access
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1. General Assessment Guidance
• Your summative assessment for Summer 2019 Term is made up of this Coursework submission
which accounts for 100% of the marks
• The deadline for submission is 23:59 Hrs on 28th April 2020. Please note late submissions will
not be marked.
• You are required to submit all elements of your assessment via Turnitin online access. Only
submissions made via the specified mode will be accepted and hard copies or any other digital
form of submissions (like via email or pen drive etc.) will not be accepted.
• For coursework, the submission word limit is 3,500 words for the Starbucks Business Report plus
500 words for the Starbucks Stakeholder Report (Total 4,000 words). You must comply with the
word count guidelines. You may submit LESS than 4,000 words but not more. Word Count
guidelines can be found on your programme home page and the coursework submission page.
• Do not put your name or contact details anywhere on your submission. You should only put
your student registration number (SRN) which will ensure your submission is recognised in the
marking process.
• A total of 100 marks are available for this module assessment, and you are required to achieve
minimum 50% to pass this module.
• You are required to use only Harvard Referencing System in your submission. Any content which
is already published by other author(s) and is not referenced will be considered as a case of
plagiarism.
You can find further information on Harvard Referencing in the online library on the VLE. You can
use the following link to access this information:
http://bpp.libguides.com/ld.php?content_id=30639385
• BPP University has a strict policy regarding authenticity of assessments. In proven instances of
plagiarism or collusion, severe punishment will be imposed on offenders. You are advised to
read the rules and regulations regarding plagiarism and collusion in the GARs and MOPP which
are available on VLE in the Academic registry section.
• You should include a completed copy of the Assignment Cover sheet. Any submission without
this completed Assignment Cover sheet may be considered invalid and not marked.
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2. Assessment Brief
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
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matrix) and identify the appropriate communications strategy that Starbucks should adopt
with this Stakeholder Group (165 words; 5 marks).
2.3 Structure of Your Submission
You should submit both reports as a single document structured as follows:
– Business School Cover Sheet
– Report Title Page
– Table of Contents (sections and pages numbered)
– Part 1 – Starbucks Business Report (3,500 words)
o Introduction to Starbucks and its competitors
o The External Environment (Apply a PESTLE analysis, 5 Force Analysis, Industry
Lifecycle model)
o The Internal Environment – Sources of Competitive Advantage (Apply VRIO, Value
Chain, Resources, Capabilities and Competencies framework)
o Recommendations to improve Starbucks performance over the next 3 years
– Part 2 – Stakeholder Report (500 words)
– References
– Appendices
3.0 Marking Guide
The Starbucks’ Business Report is marked out of 80 and will contribute 80% of your overall mark.
The Starbucks’ Stakeholder Report will be marked out of 20 and will contribute 20% of your total
mark. Note: Your research data must not be older than 3 years. Data prior to January 2017 will
be ignored for marking purposes.
The following table shows the mark allocation, word count guidance and the approach required.
| Assignment Part | Mark | Approach |
| Introduction (Approximately 500 words) |
10 | For an excellent mark you will include a detailed and informative introduction to Starbucks and present its relative position (as assessed against Starbucks main competitors). You should draw upon data from the case study and your independent research. Your introduction will set the scene for your report and entice the reader to want to read more (10 marks). |
| External Analysis – (Approximately 1,250 words) An analysis of the Specialty Coffee Café industry and its External Environment. |
25 | For an excellent mark the industry analysis will include a comprehensive assessment of the Specialty Coffee Café Industry. The analysis will look forward and anticipate future demand over the next three years, making use of information that you have researched. There will be a clear indication of opportunities and threats (10 marks) There will be appropriate use of academic frameworks, for example a Five Force Analysis (Porter’s) will be supported with appropriate data from the case study and your research (5 Marks). The Industry lifecycle position will be identified, and the |
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| implications to Starbucks critically evaluated (5 Marks). Appropriate use of the PESTLE framework will be made (5 Marks). Data will be clearly presented using appropriate charts, tables and graphs. |
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| Internal Analysis – (Approximately 1,250 words) A critical evaluation of the sources of Starbucks’ competitive advantage and how these differ from other firms competing in the industry |
25 | For an excellent mark the sources of competitive advantage will be explained using appropriate Academic frameworks (e.g. VRIO, Value Chain etc.), and drawing on information represented in the case study and your research (10 Marks). There will be a clear analysis of the company’s strengths and weaknesses and reference to resources, capabilities and competencies (5 marks). Examples of how some of the competing companies have created competitive advantage should be critically evaluated, with appropriate evidence professionally presented. There should be clear assessment of what the competition did that was better than Starbucks and provide some insight into what Starbucks can do to improve their performance in the future (this should tie in at least in part to your recommendations below) (10 marks) |
| Recommendations – (Approximately 500 words) For the Starbucks’ CEO that will improve the company’s performance over the next 3 years. Your recommendations should be commercial, realistic and justified |
10 | For an excellent mark, students will present 3 detailed recommendations, using the preceding analysis and evaluation to recommend specific steps for the Starbucks CEO to improve Starbucks’ performance over the next 3 years. You should be clear on which areas of performance will be affected (for example, is this about increasing sales? Market share? Profitability? Efficiency? Or other targets/metrics?). For best marks, recommendations should be presented as SMART objectives (Specific, measurable, achievable, relevant, time-bound). There should be a consideration of cost / benefit, but a detailed financial analysis is not required (10 marks) |
| Presentation and Referencing |
10 | For an excellent mark the report should have, a clear and logical structure that is easy to read and navigate, and with a professional level of presentation. There should be precise, full and appropriate references and notes. There will be no spelling or grammatical errors. The subtle use of language will express highly nuanced thought with clarity and precision to a level appropriate for submission to a Senior Executive of Starbucks (10 marks). |
| Total marks for Part 1 – (no more than 3,500 words) |
80 | |
| Stakeholder Report | Mark | Approach |
| List the internal and external Stakeholders – Complete Appendix A and add it to your report (Note: This table will not be included in your word count) |
5 | For an excellent mark, you will complete Appendix A below and attach this to your report. The Appendix A requires you to complete a comprehensive list of Starbucks’ Stakeholders, indicating whether they are internal or external stakeholders and providing a justification for including them in the list (5 marks). |
| Priority Group – definition and justification for selecting this group – (Approximately 335 words) |
10 | For an excellent mark you will choose One priority Stakeholder Groups 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. A Priority Stakeholder Group is a Group that is currently (within the last 3 years) the focus of attention from Starbucks due to a specific reason that you must explain in your answer. You must provide |
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| evidence (appropriately referenced) in support of your answer from the case study and your independent research (10 marks). |
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| Priority Group – Power / interest and communication strategy – (Approximately 165 words) |
5 | You should then critically analyse the power (influence) and interest of your chosen Stakeholder Group, using an appropriate academic framework (for example Mendelow’s matrix) and identify the appropriate communications strategy that Starbucks should adopt with this Stakeholder Group (5 marks). |
| Total marks for Part 2 – (no more than 500 words) |
20 | |
| TOTAL FOR ASSESSMENT | 100 |
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Appendix A – Starbucks’ internal and external Stakeholders with justification
You must complete the table below and attach it to your Stakeholder Report. This Table will not be
included in the 500-word count for part 2.
| Stakeholder Group | Internal or External |
Justification for including them on your list |
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Appendix B – General grading criteria – Level 7
| Criteria | Pass Grades | Fail Grades | ||||
| High Distinction 85-100% |
Distinction 70- 84% |
Merit 60- 69% |
Pass 50- 59% |
Fail 30-49% |
Low Fail 0- 29% |
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| The work displays: |
The work displays: | The work displays: | The work displays: |
The work displays: |
The work displays: |
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| Knowledge & Understanding (a) ystematic Understanding (b) merging Thought |
(a) Strong evidence of a comprehensive and systematic understanding of an extensive range of appropriate issues, concepts, theories and research |
(a) Clear evidence of a comprehensive and systematic understanding of a considerable variety of issues, concepts, theories and research |
(a) Clear evidence of a comprehensive and systematic understanding of all major – and some minor – issues, concepts, theories and research |
(a) Evidence of a systematic understanding, which may contain some gaps, of all major – and some minor – issues, concepts, theories and research |
(a) Evidence of an understanding of an appropriate range of issues, concepts, theories and research but has significant gaps or misunderstandin gs. |
(a) Evidence of a limited understanding of issues, concepts, theories and research either major and/or minor. |
| (b) Sustained excellence in the application of thoughts and practices at the forefront of the discipline |
(b) Precise and well-judged application of thoughts and practices at the forefront of the discipline |
(b) Some clear evidence of the application of thoughts and practices at the forefront of the discipline |
(b) Clear evidence of an understanding of thoughts and practices at the forefront of the discipline. |
(b) Unclear or imprecise understanding of thoughts and practices at the forefront of the discipline. |
(b) Significant gaps in the understanding of the debates at the forefront of the discipline. |
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| Argument (a) nalysis, Synthesis & Evaluation (b) Numerical Analysis (c) Argumentation (d) Independent Research |
(a) Consistently precise, accurate and reasoned analysis, synthesis and/or evaluation; addressing issues with insight or originality |
(a) Consistently precise, accurate and reasoned analysis, synthesis and/or evaluation addressing all issues, some with creativity |
(a) Precision, accuracy and clear reasoning throughout the analysis, synthesis and/or evaluation addressing all issues appropriately |
(a) Broad levels of precision, accuracy and reasoning in analysis, synthesis and/or evaluation, and addresses all key issues |
(a) Errors which affect the consistency of the analysis, synthesis or evaluation and/or key gaps in the issues addressed |
(a) A lack of precision, accuracy or reasoning in analysis, synthesis or evaluation with significant gaps in the issues addressed |
| (b) Numeric analysis that is complete and free from errors with application of methods that may be insightful or original |
(b) Numeric analysis that is complete and mostly free from errors with fluent and appropriate application of methods. |
(b) Numeric analysis that is complete and mostly free from errors with relevant and effective application of methods. |
(b) Numeric analysis that is mostly complete and free from significant or critical errors with appropriate application of methods. |
(b) Numeric analysis that is mostly complete but contains errors with significant effect, or methods that are applied inappropriately |
(b) Numeric analysis that is incomplete or contains errors which have critical effect, or methods that are applied inappropriately |
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| (c) Extremely strong and consistent argument making a convincing whole with evidence of originality. Impressive dexterity in the use of |
(c) Extremely strong and consistent argument that convincingly addresses issues including uncertainties and conflicts. Excellent use of information gathered which to support and further the argument |
(c) Evidence of an argument that is generally convincing with a good internal consistency and addresses most issues. Very good use of information gathered to support the argument. |
(c) Evidence of an overall convincing argument but may have weaknesses, gaps or inconsistencies. Clear use of information gathered but may have some weaknesses in the integration into the argument. |
(c) Evidence of a consistent argument but may have weaknesses, significant gaps or be unconvincing. Clear use of information gathered but may not be |
(c) Lack of consistency or structure in the argument. Serious weaknesses in the integration of evidence and/or no awareness of the limitations or |
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| Criteria | Pass Grades | Fail Grades | ||||
| High Distinction 85-100% |
Distinction 70- 84% |
Merit 60- 69% |
Pass 50- 59% |
Fail 30-49% |
Low Fail 0- 29% |
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| The work displays: |
The work displays: | The work displays: | The work displays: |
The work displays: |
The work displays: |
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| information gathered to support the argument. |
sufficient to sustain the argument. |
weaknesses of the research. |
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| Argument (continued) (d) Independent Research |
(d) Evidence of an innovative or original use of extensive personal research which has been thoroughly critically evaluated both conceptually and methodologically |
(d) Substantial research and evidence of an innovative use of a wide range of personal research with clear and consistent critical evaluation both conceptually and methodologically |
(d) Clear evidence of considerable personal research and the use of a diverse range of appropriate sources but may contain problems with consistency in the conceptual and methodological critical evaluation |
(d) Appropriate use of a wide range of personal research which is critically evaluated for key conceptual and methodological issues although this may not be consistent throughout |
(d) Evidence of a range of personal research but evidence of methodological or conceptual evaluation may be limited, inconsistent or inappropriate |
(d) Over reliance on very restricted range of personal or secondary research much of which may not be evaluated and may not be directly related to the question or area |
| Presentation (a) tructure (b) Referencing (c) Use of |
(a) xcellent structure and presentation (b) recise, full |
(a) xcellent structure and presentation (b) recise, full |
(a) ood structure and presentation (b) ull and |
(a) dequate structure and presentation (b) ood |
(a) dequate structure and presentation (b) Competent |
(a) oor structure and presentation (b) oor |
| Language | and appropriate references and notes. |
and appropriate references and notes. |
appropriate references and notes with minor or insignificant errors |
references and notes with minor or insignificant errors or omissions |
references and notes but may contain inconsistencies, errors or omissions |
references and notes with multiple inconsistencie s, errors or omissions |
| (c) Subtle use of language expressing highly nuanced thought with clarity and precision to a level appropriate for submission for publication. |
(c) Precise use of language expressing complex thought with clarity, accuracy and precision which furthers and enhances the argument |
(c) Clear and precise use of language allowing a complex argument to be easily understood and followed |
(c) Generally clear use of language sufficient for arguments to be readily understood and followed |
(c) Generally understandable use of language but significant errors in expression affecting overall clarity |
(c) Serious errors in the use of language which makes meaning unclear or imprecise |
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