In this business analysis case of Starbucks, the corporate mission focuses on the philosophical purpose of the business. Corresponding strategic objectives enable the business to streamline its operations toward following the corporate mission statement and satisfying the corporate vision statement. Established in Seattle, Washington inStarbucks Coffee continues to grow and expand its business internationally.
One interesting thing about the culture of Starbucks is that they originally succeeded thanks to an amazing culture, than sadly went off the path, as many of us Starbucks junkies have experienced over the last couple of years. I had a chat about the culture of Starbucks with a former Starbucks employee.
She summarized the decline of the once strong Starbucks culture through one, all to common, example. We all were told exactly how to live the company values. However, management failed to live by example, so quickly each employee started to deviate from the desired culture and create sub-cultures based on each branch managers behaviors.
Starbucks spends more on worker training than on advertising — and the expense pays off in terms of employee retention and customer satisfaction. Starbucks distributes a company pamphlet called the Green Apron Book, which emphasizes these five principles: Partners join community projects, such as tree planting.
The store gives each one a pound of coffee every week to ensure that they use the product they sell. At other stores, employees have suggested redesigns that improve the work flow.
InStarbucks created an in-house architecture group to design its stores. This unit oversees lighting, furniture, fixtures, artwork, music, aromas, colors, the menu boards and the shapes of the counters. The company has different designs to suit different locations, depending on traffic patterns and other requirements: Some are sleek and modern, while others match the local architecture.
Starbucks uses store design to build its brand. They could charge an entrance fee and offer nothing else but a room and mellow Bob Marley music softly playing in the background, and people would still come.
At least one worker must come out from behind the counter every 10 minutes to check the environment, a requirement that one barista said she particularly liked: When the company noticed that customers often asked for double cups so they could carry their coffee without burning their fingers, it spent two years developing an environmentally friendly cup sleeve out of recycled paper.
The company also introduced a takeout cup that uses recycled materials. Furthermore, Starbucks discovered a way to package coffee so it still tastes fresh for up to six weeks.
This both reduced waste and enabled the company to ship its coffee around the world. But sales skyrocketed when they advertised that every box held a secret prize. Psychologists note that predictability provides security and safety, but the unexpected reduces boredom.
Many companies try to avoid surprising their customers, but Starbucks uses surprises to build customer and employee loyalty. For example, the company shipped its ice cream to 6, locations by Federal Express to celebrate National Ice Cream Month.
Since Starbucks ice cream is sold only in supermarkets, being able to get it for free at Starbucks stores was a novel treat. Starbucks has given away books by poets who live in coffee-producing areas. In some places, Starbucks stores post signs noting which products are kosher, while in others it displays the work of local artists — depending on what the community responds to and needs.
Starbucks copes with criticism and problems by addressing mistakes and working to prevent them from happening again.
It takes responsibility for lapses in quality control and makes changes when necessary. The company worked closely with some of its critics to develop coffee-buying guidelines that call for good working conditions for farmers and that minimize pollution.
Because it buys so much coffee, Starbucks has become a global force and must concern itself with conditions in the developing countries that produce coffee. Because they are on the front lines, Starbucks store managers are the first to hear most criticism.
For example, the first Starbucks store in Beijing, China, was the target of significant public opposition.
Within a few months, government officials wanted to revoke its lease. After a series of meetings, the manager altered the store configuration to allow more people to sit down to drink their coffee, rather than ordering drinks to go.
Corporate policies mandate environmentalism, volunteerism, and philanthropy. It acknowledges the importance of meeting its fiscal responsibilities and treating its employees well.
As a socially responsible company, Starbucks uses a triple bottom line: Its annual report measures social and environmental impact as well as financial results. Studies have found that employee morale is three times higher in companies that have a high level of community involvement.
Employees who work together on charitable projects build team spirit, and deepen their connections to their communities, to each other and to Starbucks.Started in the early ’s, it hasn’t taken long for Starbucks to go from a single storefront to a global phenomenon. Similar to a brand like Apple, Starbucks has positioned themselves well over the years making their stores a destination spot for trendy coffee-lovers and have garnered immense brand loyalty among their regular customers.
Starbucks Corporation is an American global coffee company, coffeehouse chain stores that adapt Italian-style coffeehouse.
It is the largest multinational chain of coffee shops with 20, stores in 61 countries, including 13, .
However, if Starbucks continues to add new menu items, it risks diluting its coffee brand, confusing customers with choice overload, and complicating basic execution at the store level. - Starbucks as a Morally Responsible Company: Starbucks Coffee Company is an American coffee firm that operates globally and headquartered in Seattle, Washington.
Currently, Starbucks Coffee Company is the largest coffeehouse firm across the globe with over 20, chain stores in more than 60 countries. Sep 05, · Calling it the "crown jewel" of Starbucks' global footprint, the company has also veered away from the darker colors of the other two roasteries and sprinkled jewel tones around the new one.
Global coffee brand built upon a reputation for well products and services Following are some key success factors and strategies which should be considered while making Company policies so that Starbucks can attain its original successful position.
If we compare Starbucks coffee with McDonald's or Dunkin Donuts than it would not be.