Topic: Global Marketing Leadership
Order Description
Weighting = 100% of module mark
Word Limit: 3000 word (+/- 10%)

Module Learning Outcomes
1.Critically evaluate ways of delivering an organisation’s corporate mission and vision effectively
2.Develop international and globally sustainable competitive advantage through suitable approaches to leadership and innovation in order to generate stakeholder value and contribute to organisational success.
3.Utilising synergistic planning processes develop strategic plans, taking account of different planning frameworks and the effects of marketing on an international and global scale, ensuring they are within the resource capabilities of an organisation.
4.Determine the most appropriate organisational structures for international and global market-orientation and/or changing organisations, whilst evaluating the resource implications and requirements

Assessment Task

Using the Case Study materials which have been placed on Moodle, and other sources you consider to be appropriate, you are to produce a report which:

?critically evaluates the ways in which Starbucks achieves its corporate mission and vision effectively;
?critically analyse the strategic application of leadership and innovation by Starbucks to stay competitive
?critically discuss Starbucks’s strategic plans and tactics leading to the development of marketing leadership and
?recommend 2 – 3 critical strategies or tactics Starbucks could implement to stay a global leader in this ever-competitive industry

Assignment format and requirements:

This is an individual report.

This assignment needs to be prepared as a formal report and should include an executive summary.

There should be at least 15 references with emphasis on reliable sources of data such as company website and reports from the World Bank and global consulting firms to back up the claims made in the report.

The report must be turned in and a copy of the summary of the analyses with the similarity index stated must be included in the submission of this report.

Take note the word limit is 3000 plus +/-10%. Words in a matrix, box, diagram or graph are considered as “1” but ensure you do not misuse this mechanism to stretch the word count beyond the stated word limit. Any report exceeding he word count will be penalised.