Planning Planning

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Planningrefers to the process of organizing activities and resources towardsthe achievement of a particular goal or objective. Proper managementof the planning process can influence the success of the strategicplan. Managing the planning process involves assessing the goals andobjectives of an organization within a given period and creating adetailed and realistic plan on how the goals and objectives will bemeet. The first step in the planning process is thereforeestablishing or identifying the goals. This involves theidentification of specific goals of the organization. A detailed planwill therefore include an overview of each goal, in quantitativeterms and qualitative terms. Another important aspect on planningprocess is identifying the financial and human resources that arerequired to complete the project. Linking related goals and tasksand prioritizing on the tasks is an important step in planning. Theplanning process should also identify who is responsible for what,the timelines and methods of evaluation (Lussier,2012).

Starbucksis one of the most well known companies in the world. The level ofmanagement at Starbucks indicates that the company has a modelpanning system. This has enabled the company to achieve its shortterm and long-term goals. In the past few years, key stakeholders,mainly the owners of the company have proposed a strategy that wouldimprove the quality of the Starbucks operations. One of the goalsproposed in 2010 was to reduce the number of drinks a barristerserver could do at a time. The aim of this plan was enhance qualityassurance by ensuring that customers in serving lines are servedfaster and on a priority basis. This would have a significant impacton the reputation of the company in the eyes of its customer (Hill etal, 2014).

Thereare several plans that Starbucks can implement to promote its qualityof services. The first step that Starbucks should take in developinga quality plan is identifying the goals and objectives. The overallobjective would be improving the quality of customer service.Therefore, setting up a dedicated quality department with adequatestaff will be essential in the planning process. The department willbe responsible for outlining the specific goals and objectives.Additionally, the quality assurance department will be responsiblefor implementing the Starbucks policies and standards.This includes linking the identified goals to tasks, settingpriorities for the goals identified and allocating resourcesaccordingly. Starbuckshas a list of policies they go by, which means the employeesthemselves have to make sure to abide by these policies. They havelisted on their website: ethical business practices,non-discrimination and basic human rights. This shows that thecompany has no radical ideas of not letting a certain person come tothe company, whether it is as an employee or customer. This will formthe basis on which the department will develop a short term andlong-term quality assurance plan (Lussier, 2012).

Theachievement of the goals and objective will however, not be fullydependent on the quality assurance department. Every employee willhave a role to play in the quality plan. Thus, it is essential forStarbucksto train all the employees on the quality control processes as wellas quality requirements. This is because the general workers are theprocess owners and therefore defines the relationship between thecompany and customers. For example, every employee should clearlyunderstand the ethical principles and basic policies that definesemployee to employee and employee to customer relationships in thecompany. An all-inclusive training program for current and newemployees would be critical for the achievement of the organizationgoals. To increase the effectiveness, Starbucks can hire the servicesof a professional training company to train the staff. Allocation ofadequate resources will have an influence on the implementation ofthe plan (Lussier, 2012). For example, reducing the number of drinksa barrister server could do at a time would require an increase inthe number of staff. This would require more investment in humanresources. Starbucks also increase its investment in the provision ofequipment and facilities as well as training facilities that areaimed at enhancing the quality of service delivery.

Theachievement of the set goals is dependent on the strategic plan andthe operational planning. The differences strategic planning andoperation planning is based on time span, the details of the plan,scope of the plan and the level of management involved. Strategicplanning involves a long-term plan of the organization, whichoperational planning involves short-term plans such as increasing thenumber of employees. Operational planning includes more details ofthe plan while strategic plan is a generalization, without specificsand details. For example, a strategic plan may be provision ofadequate staff, while an operation plan will talk about hiring tenmore employees in the next two months. Strategic planning involveshigher-level management and has an extensive range of processes andactivities. On the other hand, operational planning is restricted tothe scope of a department and involves middle level management suchas departmental heads. Both strategic planning and operationalplanning are essential in improving quality assurance at Starbucks.This means that to achieve the desired objectives, both operationaland strategic plans are necessary (Lussier, 2012).


Hill,C. et al (2014). StrategicManagement: Theory: An Integrated Approach.Stamford, CT. Cengage Learning.

Lussier,R. (2012). Managementfundamentals: concepts, applications, skill development.Mason, Ohio: South-Western.

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