For this project, you will analyze a business case and make recommendations based on the outcome of your analysis. The goal is to demonstrate strategic critical thinking skills when analyzing a business scenario, taking all factors into account, and recommend a strategy to move that company forward. Your analysis and recommendations should flow together, providing your readers with a clear picture of the issues at hand and leading them to the logical conclusion of your strategic recommendations. Your case analysis should be designed for an audience of working adults who are seeking to improve their understanding of your chosen topic.

In Unit 6, you will submit a complete draft of your analysis. Your final submission is due in Unit 9. Before you submit the final version of your paper, revise your draft based on the feedback you receive. In addition, as you learn new concepts within the final units of the course, you may need to revisit your draft and add additional supporting points or content, as warranted.

Case Topic

The case you will analyze is included in your text, specifically, “Starbucks CEO Kevin Johnson: ‘I’m not Howard Schultz’” pages 475–479. In preparation for your case analysis, read “How to Conduct a Case Analysis,” pages 460–463, which provides valuable advice on how to analyze a business case. Also, consider the information and knowledge you are acquiring and think about how you can apply this in your current professional work.

Review the Case Analysis project rubric for objectives and develop your case study using the following questions as an outline:

• How did Starbucks create its uniqueness in the first place? Why was this uniqueness so successful?
• To be a source of competitive advantage over time, core competencies need to be continuously honed and upgraded. Why and how did Starbucks lose its uniqueness and struggle in the mid-2000s? What strategic initiatives did Howard Schultz, following his return as CEO in 2008, put in place to re-create Starbucks’ uniqueness?
• What is your assessment of Howard Schultz as a strategic leader? Where on the Level-5 pyramid of strategic leadership (see Exhibit 2.2) would you place Schultz? Why? Explain.
• Howard Schultz, as the creator of the Starbucks brand that we know today, is a larger than life figure in the company and business community. Do you think it is difficult to follow such an iconic leader? Why, or why not?
• How is Kevin Johnson as CEO different from Howard Schultz? What leadership style is Johnson pursuing? Do you think he will be successful? Why, or why not?

Reference

Rothaermel, F. T. (2021). Strategic management (5th ed.). McGraw Hill.

Submission Requirements

• Content and flow: In your final submission, be sure that the:
  • Structure is evident, understandable, and appropriate.
  • Main and supporting points are easily identifiable, plausible, and clear.
  • Paper employs a minimum of four reputable sources to support main points.
  • Logic is identifiable, reasonable, and sound.
  • Paper includes at least two charts, graphs, or visual aids to support your points.
  • Transitions from point to point are excellent and paragraphs support solid topic sentences.
• Number of pages: Your final paper must be 6–8 pages, excluding the title page and reference list.
• File format: Be sure to submit your paper in Microsoft Word format.
• Style and formatting: Use current APA style to cite and reference your sources. Also follow APA formatting guidelines for the layout of your paper. Refer to the Writing Center’s APA style and formatting module on Campus for more information.
• Written communication: Written communication should be free of errors that detract from the overall message.