Wait a second!
More handpicked essays just for you.
More handpicked essays just for you.
Starbucks corporate culture
Starbucks global expansion strategy
Starbucks—going global fast the starbucks coffee shop on
Don’t take our word for it - see why 10 million students trust us with their essay needs.
Recommended: Starbucks corporate culture
Quite a few coffee drinkers, welcomed Starbucks with open arms to their world of coffee consumption. From freshly brewed coffee to Starbucks espresso beverages and Frappuccino blended beverages, everyone could find their perfect cup of coffee. The purpose of this assignment is to discuss the coffee giant, Starbucks and its CEO Howard Shultz. The writer will share Fiscal Year sales growth from 2012 to the second quarter FY 2017. The writer will also provide a Christian worldview throughout the discussion to support the organizational development of the company. Starbucks’ inception began in 1971 in Seattle, Washington, a city that is known for coffee roasting. Since opening its doors to customers in Seattle’s Pike Place Market, the company has managed to open several stores across the nation and internationally. As of June 2015, and because of Starbucks’ mounting success, they have a total of 22,519 stores (“Starbucks,” 2017). Jeremiah 29:11 states, “For I know the thoughts that I think toward you, says the Lord, thoughts of peace and not of evil, to give you a future and a hope (NKJV).” God has a plan for everyone; man was created in His image and His …show more content…
More importantly, to be viewed as an ethical company speaks volume about Starbucks’ culture and values. Starbucks code of ethics begins with corporate, top leaders, and is permeated throughout the organization. These principles are carefully written, and corporate leaders must sign off and adhere to the company’s values. To showcase integrity and honesty is paramount at the coffee giant. Because of Starbucks strong principles, the company has consistently, for ten years been recognized as the world’s most ethical company (“Starbucks,” 2017). Proverbs 28:6 states, “Better is the poor who walks in his integrity than one perverse in his ways, though he be rich
The book revealed why Starbucks is one of the fastest-growing companies in recent years. Starbucks ' story is endlessly fascinating because of the unusual way the company has built a global chain and a global brand, explains Joseph Michelli, a Colorado Springs, Colorado, consultant and author of The Starbucks Experience: 5 Principles for Turning Ordinary Into Extraordinary. Moe, CEO of ThinkEquity Partners in San Francisco and author of Finding the Next Starbucks: How to Identify and Invest in the Hot Stocks of Tomorrow, says Starbucks ' early leaders were also distinguished by their exceptionally highflying entrepreneurial visions. "What Starbucks does magnificently well is treat employees not as pawns, but as partners," says John Moore, an Austin, Texas, marketing consultant, former Starbucks marketer and author of Tribal Knowledge: Business Wisdom Brewed From the Grounds of
1). Many companies implement a code of ethics, however, as I was researching Starbucks code of ethics I was astounded by the lengths in which Starbucks will go in order to please the ethic system. As a recurring customer of Starbucks and a frequent drive-thru customer, it is evitable, the difference of the customer service levels at various establishments. According to Starbucks (2015), they have implemented an Ethics and Compliance program which is closely related to the mission statement to ensure the “our culture and our reputation by providing resources that help partners make ethical decisions at work” (para.2). When each employee is hired, each individual receives a packet with specific instructions on how to go about reporting an issue and the standards expected of each employee. Since, Starbucks provides the workers the ethics information upon employment, the expectation of the workers has been set into motion
Starbucks not only shapes a defined importance on its product, the coffee, but also the relationships on its partners, its customers and its shareholders to create diversity, “to create a place where each of us can be ourselves” (Starbucks Coffee), to treat all related partners with dignity and respect at the greatest corporate level. In this sense, Starbucks involves its customers, its neighbors and is shareholders to participate in the community to “be a force for positive action—bringing together [its] partners, customers, and the community to contribute every day (Starbucks Coffee).
Schultz, H. (2011). Onward: How Starbucks fought for its life without losing its soul. New York: Rodale.
In addition to being best-known supplier of the finest coffee and promising only the highest quality products, Starbucks emphasizes firm values, provides guidelines to enhance employee self-esteem. This is to ensure continued customer satisfaction. Moreover, diversity has become a priority to providing an inviting environment to all consumers. Starbucks continues to abide by a strict, slow growth policy in which they set out to dominate a market before moving on to expand, thus history has shown this strategy to be successful for Starbucks, making them one the fastest growing companies nationwide.
Every thriving company must embrace some sort of code of ethics ground rules which will guarantee its success. In this case, Starbucks wants to promote high standards of practice; by selling the richest and aromatic coffees in the world to the ...
Gordon Bowker, Jerry Baldwin and Ziv Siegl founded Starbucks in 1971. Their goal was to sell the finest quality whole beans and ground coffees (Starbucks timeline and history, 2004). In 1982, Starbucks had grown to five stores and started serving coffee to restaurants and espresso bars. Harold Schultz was employed as the director of retail operations and marketing. Harold Schultz convinced the founders of Starbucks to open a downtown Seattle coffee bar, which opened in 1984. With the success of Seattle coffee bar, Schultz left Starbucks to start his own company named Il Giornale. In 1987, Il Giornale acquired Starbucks retail operations for 4 million dollars. In addition, Il Giornale changed its name to Starbucks Corporation and opened locations in Chicago and Vancouver, B.C. (Starbucks timeline and history, 2004).
Business was good, but it was not without its problems. There was the political upheaval in the Middle East, followed by further tension after then CEO Howard Schultz commented on growing anti-Semitism in the region. Their integrity came under fire when certain Non-Governmental Organizations (NGO's) accused them of purchasing coffee beans under questionable social and economic conditions. These situations, together with difficult economic times globally, meant that Starbucks was likely going to take a hit somewhere. Eventually, they shut down their Israeli operations altogether.
The structure of Starbucks business communication is exceptional. Rather you are in their store buying a Caramel Frappuccino®, visiting their website or watching one of their advertisements on television; as the consumer, the message is loud and clear. Pick up any newspaper and you are likely to find an article about the coffee giant. Starbucks pledges a commitment to their over 172,000 partners (employees) and the community. “We realize our people are the cornerstone of our success, and we know that their ideas, commitment and connection to our customers are truly the essential elements in the Starbucks Experience” (Starbucks, 2008).
Starbucks is an international coffee house and it was created in 1971 when they opened the first store in Seattle, Newcastle. Currently, they own 21,000 stores in 65 different countries of the world, and their passion for the great coffee, excellent service and community interaction exceeds cultures and languages (Starbucks, 2014). This company is the number 1 brand coffeehouse chain in the world due to the best roaster, marketer and seller of speciality coffee. Its main slogan: “Our mission: to inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time” (Jurevicius, 2013).
With clear core values towards providing quality coffee, the best service, and atmosphere, Starbucks has enjoyed great success since it was founded 30 years ago. The company has being doing very well for last 11 years with 5% or more store sales increase, even with the rest economy still reeling from the post-9/11 recession. However recent research, conducted to Starbucks, have showed some concerns regarding company’s problem meeting customers’ expectations.
Everything centers on the organizational culture within Starbucks. While being a customer service-based company and understanding that the customer satisfaction and loyalty are what will make the company profitable, Starbucks takes a different approach to customer service than other companies. By hiring employees that fit in the organizational culture (ICFAI, 2005) and treating their employees well (Lefevere, n.d.), Starbucks brings in and retains customers through their happy employees. The qualities that Starbucks hires for are "adaptability, dependability and the ability to work in a team" (ICFAI, 2005). The culture is supportive and laid back (Montana, 2005). Howard Shultz, Starbucks president and CEO, has the theory "that if you treat your employees well, they will treat your customers well" (Starbucks, 1997).
Schultz has had a lot of success with Starbucks, not only in revenue but he has continued to expand the brands in their portfolio, increase store locations and reach all new highs. Starbucks is now an international company with more than 21,000 stores in over 65 countries (Starbucks Coffee International, n.d.). Starbucks believes their global success has a lot to do with their international partners. Schultz explained it nicely when he said, “We remain highly respectful of the culture and traditions of the countries in which we do business. We recognize that our success is not an entitlement, and we must continue to earn the trust and respect of customers every day” (Starbucks Coffee International, n.d.). Schultz continually sees opportunity and the ability for growth, with an increase in locations across the globe every year and the ability to keep up with the latest in technology (websites, online shopping, a Starbucks application with the ability to pay and reload loyalty cards on your smart phone), etc.
The strategic vision that Howard Schultz had for Starbucks was "Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow". This s...
It is reasonable to believe that ethical business behavior has countless advantages and few, if any, disadvantages. Consumers have almost immediate access, via the Internet, to a company’s business practices so purchasing decisions can be fluid. This means good ethical business practices can have immediate reward from consumers. For seven years no Ethisphere Institute has published a list of the world’s most ethical companies. The list is developed through extensive surveys and research covering a broad range of categories. 2013 produced 138 companies ranging across virtually all types of industry. Although, motives for companies to be a part of this list might be organic to their mission statements, there are still many other advantages. Smith states, “Brigham says that recognition on the WME list has proven to be beneficial in various ways for the winners.” (para 9). Starbucks Coffee Company is on the Ethisphere Institute 2013 list.