Objectives Of The Patchwork Analysis Essay Example

Type of paper: Essay

Topic: Starbucks, Value, Corporation, Growth, Outlet, Brand, Association, Mission

Pages: 7

Words: 1925

Published: 2020/09/09

Identification of Issues

Introduction
Starbucks Corporation first established in 1971 by Jerry Baldwin, Gordon Bowker, and Zev Siegel. These individuals were fundamentally the academicians as their professional career linked to education. The Starbucks store mainly trades in excellent quality coffee equipment and beans and is located in downtown next to the Pike Place Fish Market in Seattle. Starbucks in its first year of business operations acquired green coffee beans from Pete, and afterwards straight from coffee beans source
Starbucks had only six coffee beans selling units in 1971. Howard Schultz in 1987 purchased Starbucks through financing who is its current chairperson. He revolutionized the Starbucks operations since then on the framework of Italian coffee outlets, and he inducted Wright Macy’s design in 1994 for the store global-chain, and nowadays the span of global Starbucks business operations is over six thousand stores approximately in third economies of the world and the number is progressing with the swiftness of three per twenty-four hour. The favourable market aggressive and positioning strategies, excellent quality services and products conceded Starbucks exceed the competition among its rivals worldwide.
The landlords of Starbuck bought TAZO tea brand in 1999 at a value of eight-hundred and ten million dollars and later established opening Seattle TAZO tea outlets from November 2012. It as well acquainted Evolution Fresh Inc., a Juice Producer at a cost of thirty million dollars in November 2011. Starbuck took in possession La Boulange Bakery at the price of one-hundred million dollars from the Next World Group in June 2012 directly through cash. Starbucks offered six-hundred and twenty million dollars value cash to get business of influential-rank team Teavana in November 2012. Starbucks declared in January 2013 that it completed all the requirements for sanctioning the Maxima Group of Hong Kong to initiate Starbucks coffee outlet in Ho Chi Minh City of Vietnam.
Starbuck Coffee Company developed from a tiny, provincial trade into the certain renowned brand in the specialized coffee industry through acquiring the excellent quality coffee and procuring a remarkable outlet experience for the public at large. The coffee purchasers of the organization established strategic associations with agriculturalists and declared that it has the pride to better compensate the industry prices for excellent quality beans. The adoption of right business model raised grave concerns for Starbucks as the model compensated for a value of one and point two-six cents dollars irrespective of bean class. The purchasers of Starbucks coffee had to accept that although they compensated high monetary values, but they failed to aware whether agriculturists received their right part. It was almost not probable to gauge the finance flow from the exporter and importers rear concluded the source chain to the separate agriculturalist. TransFair USA through trading solely with cooperatives avoided majority of these issues and inputted worth through developing monetary slide. The intent of right dealing supports to increase a small number of agriculturists salary in consistent with the values of the company and the treatment of workers, vendors, and customers is the mandatory components of the company.
The success of Starbucks not solely depends on its marketing strategies, but the influence of “relationship theory” showed significance, particularly the association with workers. Schultz amended the coffee from a substantial consumer articles to modernized consumer involvement, appeared a method of life, and the coffee in Starbucks is famous globally. The imaging of a cafe as a stage, it appeared that the workers are the excellent presentation actors, the outlet managed all aspects of the design interplanetary, and lighting designed by objective. The comprehensive grouping of diverse and static graphic balminess, hearing the arbitrary, and the fragrance of the coffee entailed lovely story plot. The experience relates to Starbucks, its reflection, usefulness, and identification of advertisements and sales are all the variables that matched with market positioning, which is the sole segment of the Starbucks brand personality.

The objectives of the patchwork analysis are as under:
Justification & Importance
Objective # 1
The fair treatment of stakeholders is mandatory for Starbucks’ culture because this treatment helps Starbucks in receiving favourable response from the societies at large. Starbucks committed to this phenomenon not only due to its capacity to do fair things but its workers are quite familiar and worried with worldwide cultural and poverty problems. This issue is very important for Starbucks as it concedes it to get aware with ways to contribute in societies and economies that are involved in production that ultimately enables it to reflect as a responsible organization globally.

Objective # 2

The persistent growth and enhancement of the global market have revolutionized the race among organizations. Thus, the organization needs to utilize the smart individuals at workplace through applying effective career management practices for strategic development. Starbucks needs to seize this fundamental issue through inducting favourable incentive rules to develop a culture that promotes workers to communicate, cooperate, and self-improve so that they motivate and retain them strategically. There is a need to operate a philosophy that promises greater influence on these areas in order to confirm effective career oriented practices for Starbucks’ workers.

Organizational Culture Analysis

The expert groups of Starbucks in 1990 developed a mission statement that laid out the underlying rules behind the company. The groups expected that the rule subsumed in mission assist companions measure the relevancy of their activities and decisions. Orin Smith, CEO of Starbucks detailed that the established rules are the component of our culture and we strive to execute them each day. The executive group after development of mission statement required every Starbuck associate to appraise and show their commentaries on the paper. The results of the evaluation revealed the final mission statement contained the statement as “people first and profits last”.
Starbucks executed three factors in order to make guiding principles and mission statement active. Initially, it procured every fresh associate with mission statement copy and observations cards while orientation. Next, during the development of presentation, the leadership of Starbucks unceasingly linked decisions back to the relevant underlying rules they advocated. Then, the organization created a “Mission Review” network that conceded associates to raise their observations on action pertinent to its reliability with any of the developed rules. The companion that was highly expert on the comment required replying straight for plan in the fourteen days period, and if the observation appeared unidentified, the reply emerged in a monthly report. The outcome of this repeated importance, the underlying rules and its values showed foundations of a highly potential culture.
Howard Schultz after purchasing Starbucks developed a benefits program that gained attention of executive individuals that were concerned to perform for the organization and significantly committed to their work. One of the important philosophies of Schultz emphasized individual treatment as family that will enable him or her to deliver at their potential. Therefore, Starbuck compensated greatly compared to the running salary at retails and restaurant sectors, approved securities choices to every temporary and full-time associate in quantity of their basic salary, and sanctioned health advantages for the permanent and temporary associates. Ultimately, Starbucks possessed an associate turnover rate of sixty percentages in comparison with the restaurant sector average of two-hundred percentages. Moreover, more than eighty percentages of the companions graded being “highly fulfilled” and fifteen percentages as “fulfilled” with their jobs upon inquiring from the exterior audit organizations. The high grade tendency of highly satisfied located in majority of tiny, privately-held organizations, and was almost unheeded of for an extensive, openly dealt organizations of over fifty-five thousand workers. In sum, all these underpinned a culture that promoted mostly energetic and academic employees that had extreme tendency to work for Starbuck and their smugness emerged exerting efforts for a great bright and positive organization that attempted to perform in relation with the preferences they shared. Smith stated that it is highly important to possess individuals that have great inclination to work for Starbucks and we execute choices that are reliable with what our associates anticipated from us.

Contribution to Communities

Starbucks from the onset thought resolutely that upon establishment of an outlet, the organization showed immediate importance to the communities as the outlet developed an immediate accumulation point, a third place that magnets individuals organized. Moreover, the senior executives of the outlet received approved discretion to contribute in domestic reasons and procure coffee for domestic finance-raisers. An outlet based at Seattle contributed over five-hundred thousand dollars to US-African academic institute with the name of Zion Preparatory Academy for downtown generation. The formation of a joint association of Starbucks and Johnson Development Corporation occurred in 1998 that launched the City Coffee Choices. Next, twenty-eight outlets established in urban groups that procured fresh recruitment and revitalization choices in numerous US cities.
The personal belief of Shultz about the literacy that it has the strength to amend life patterns; thus he further empowered anticipation for young generation that live under the required neighbourhoods. Therefore, he attempted to utilize the modern and continuous monarchs from his book with the title, Pour Your Heart into It, to develop the foundation of Starbucks that procured “choice scholarships” to public literacy communities, supported early writers package and associated with Jumpstart, a company assisted Head-start offspring. Starbucks contributed a yearly amount to the foundation while it was comprehensively segregated from the organization.

Contributing to Producing Economies

Starbucks started participating in CARE in 1991, a global assistance and growth foundation in a manner to return to coffee-origin economies. Starbucks recognized as the greatest CARE business supporter in 1995 that pledged over one-hundred million dollars yearly and particularized its advocacy to approach coffee-producing economies. The organization’s supports assisted with projects including clean-water networks, hygiene and fitness guidance, and the educational efforts. Starbucks with the span of time participated about over one and a half million dollars to CARE.
Starbucks initiated its association with Conservation International (CI) in 1998 which is a public company that assisted promotion of biodiversity in the developing regions of coffee for advocating manufacturers of shade-grown coffee. The emergence of this coffee experienced from the Chiapas and Mexico cooperatives and initially in 1999 it appeared as a partial version. The land of cooperatives covered the E1 Triunfo Biosphere Reserve, a domain elected by CI as one of the twenty-five “favourable points” that considered home to more than half of the global familiar faunae and florae.
Starbucks financed seasonal advertisements of the coffee since 1999 on a yearly basis with the anticipation of addition it to its line-up of constant offers. The outcomes of the association confirmed favourable for the Mexican agriculturists and the environment together. The acreage of shade improved by two-hundred twenty % during it the agriculturists achieved premium price of sixty-five % over the market value and enhanced exports by fifty %. Starbucks since the onset of the association executed loan sureties that assisted provision more than seven-hundred and fifty thousand dollars in granting amount to agriculturists that conceded them to improve their revenue up to double.

Career Management Analysis

Individual are familiar with the fact that the tremendous success of Schultz commercial is dependent on inseparability of its modernized notion of business culture and employees. “People-Oriented” showed great presence in Starbucks, indeed, with the on-going growth and enhancement of the global market, the race among organizations has by time emerged into a smart individual race level, the utilization of smart qualified employees and their retention, motivation of employees’ talent appeared the fundamental variables of competing businesses to success in the strategic development. Starbucks attempted to grab this fundamental issue with the help of utilizing excellent incentive policies as part of employees career management so that it develops a culture where workers grow in self-improvement, cooperation, and communication.

People-Oriented

The continuous growth of an organization is dependent on its ability to face global race challenges as they require amending the conventional organizational and employee associations’ models. The previous studies of western organizations in terms of their growth revealed that the association between organizations and workers initial actions of an employment association was dependent on the performance management relationship. The conventional model promotes recruiting workers where power to work does not exist except performance tasks; organization management employees, workers exert their efforts to achieve goals of an organization and fight against barriers under numerous management and workers network in a subordinate status. The principle of domestic marketing theory encourages external customer treatment for an organization, initiating from the requirements of workers for their career management.
Starbucks appeared to reveal the issues of workers for bringing fresh information to management, favourable notions from varied aspects to procure solutions to issues; it is favourable gathering and exploring for an organization. Additionally, the organization as well frequently released letters to workers; these letter contained questions pertaining to the growth of an organization. Employees made suggestions for the company to remain focused relevant to the details. There are recommendations that reflected insignificant initially but after sometime it converted into a big step for the organization’s performance. The organization exceeded the illustrations of the superb capabilities, executed organizations significantly to trade with the difficult issues so that they can procure the rivals cannot. It is favourable to review the notions from tiny Starbucks workers execute decisions appear greatly supple, showed fast tendency, and significantly pliability, while enhancing domestic group faith, value and communicate between the troposphere and enhance the feeling of landlordism of workers.

Starbucks’s Investment

The reflection of corporate culture for employees, Starbucks continuously preferred individuals first and equipped to invest for workers. This tendency goes straight to Schultz, Starbuck’s Chairperson due to his beliefs and values. The career management approach of Schultz linked to his poor family, and he was quite aware about the issues of individuals, therefore, he raised sympathy for individuals passing their lives under the poverty limit in the society. The life experience of Schultz has a straight influence on the possession framework and the Starbucks business culture resulted in the ownership framework, business culture, and commercial success dependency on indispensable role in promoting. He had the notion that when an organization puts the employees first and value for their participations will definitely outcome the marvellous customer services, and ultimately the organization will experience a favourable return on investment. Starbucks underpinned career management and culture through employee incentive system and established one of the renowned brands itself in comparison to its rivals that depend on fixed remuneration. Starbucks underpinned and encourage its cultural construction and career management with the launch of multiple inventive compensation plans. Starbucks for temporary and full-time workers procured dental and health cover, assistance programs, and incapacity cover. Additionally, Starbucks declared working solution measures to assist to trade with tasks family problems which are not general in the retail sector. Numerous organizations did not prefer to compensate for temporary employees benefits costs; though the production of benefits by temporary workers were greater compared to costs, but the average gain costs showed tiny amount compared to competitors. In spite of great investment, Starbucks releases substantial dividends and workers that entertain with them have positive feelings, and thus deliver a highly focused customer service.
Starbucks releases benefits for their workers not only to enhance their incomes, but as well to improve the values and cultures of the organization, and decreasing the turnover of the workers. Starbucks workers preferred to exert their service significantly which is evident from the survey conducted that revealed that workers turnover rate is one-third of its seniors as given in following table. Schultz declared that the application of favourable incentive framework and encouraging respect for workers concede us to earn more than our expectations and it as well ultimately underpins the organization competitiveness.

Source:

It is evident from the details above that Starbucks improves itself in varied magnitudes, the workers really showed their association with the organization instead discussing about additional organizations.
Schultz declared that there are numerous organizations that spent millions of dollars for executing the marketing, but indeed we do not possess amount to promote when we initiated executing Starbucks. The experience of our consumers is our marketing and this does not only possible with executives of Starbucks but individuals around green apron associate, and they are the obvious reflection of the organization and are illustrative of Starbucks product. This appeared as the onset of the Starbucks workers’ Plan for their career management, and this great extent of familiarity of the worth of workers to confirm that the utmost value of the worker’s greatest response and mining.
Starbucks appeared a socially responsible corporation as it performed its business operations in ways that contributed in social, economic, and environmental advantages to the societies at large. The consumers did not only require over the product, but workers as well had the tendency to exert their efforts for organization that really compensate them. A survey conducted in 1999 by Cone Communications, sixty-two % participants revealed that they selected another brands because of the extra cares they understand in another ones. Another experiment executed in 2001 that revealed that in the range of seventy-five to eight %, participants prefer organizations that show favourable scenarios of effective corporate citizens whereas twenty % showed vice versa. The organization cared about and behaves as a liable entity for numerous bases: improving workers’ fulfilment, balancing quality supply sources, gathering competitiveness through a potential market value, and enhancement in the worth of shareholders. Starbucks can effectively address its organizational culture issues discussed above upon the compliance of following recommendations.
The success of Starbucks is greatly dependent on its communication tools but more specifically on its business culture. The company should empower corporate culture by following its one of the mission statement rules that to procure to a tremendous working culture and behave in groups with dignity and respect. Starbucks should utilize communication as an instrument to ensure thrives from its domestic boundaries that will reveal a purposeful and desired work culture as outcomes. The dedication for getting fulfilled employees needs to be developed for the translation of improved profits due to the great contribution of workers for achieving the objectives of Starbucks.
Communication is an integral element of Starbucks corporate culture and in its success as well because workers experience liberty in executes decisions on their own and they do not need any approvals from the concerned authorities. The existence of flexible communication network develops highly flexible and advocates corporate culture that aids to the bottom line and workers consider them as partners not just employees.
Starbucks needs to consider comprehensive gains for employees that develop favourable culture at workplace and partners need to pass on this information to each other on a frequent basis. Therefore, Starbucks needs to ensure investment on workers to retain them at workplace. Starbucks should communicate to its associates that are highly significant for them. A matrix organizational framework conceded for favourable communication at workplace and is presently a compliment and less-graded organization which assists to promote expedite transition within numerous sections that are imperative for the Starbucks success.
Starbucks in order to thrive should focus on its utilization of communication tools as it must face internal and external dangers for its corporate model. It requires on-going communication with its associates and customers so that Starbucks get updates regarding the measures to be taken for growth, and develop highly favourable measures for addressing the needs of them. With the assistance of improved communication, Starbucks can effectively deal with rivals existing in the different economies of the world.
Starbucks need to establish a sense of trust for every workers and their treatment with ethics. Starbucks need to excel the anticipations of customers in order to form an excellent company. It is not recommended to take a shortcut but to devise ways to improve expectations of stakeholders. Starbucks need to carry out positive cooperation with individuals, behind the counter showed Starbucks coffee manufacturing to the point of sales pipeline, and workers ethics and participation capabilities for the customers should as well be reflecting; the customer placed at initial, and before interacting to their product must face to Starbucks workers, this way, the behaviour of workers will straight influence customers’ experiences for the Starbucks brand; secondly, to establish a favourable capability to gain, and it may be to initiate from an outlet, but as strategic the gaining capability, one will experience a favourable growth choices, and ultimately, feel the capability to impact individuals, specifically when one wishes to supervise a group in the forthcoming period, including leadership workers outlets, even supervising a domestic outlet operations, and this ability is highly significant.
Starbucks should consider their workers as the favourable source of advertisements. The workers should be in the initial queue of the favourable brand endorsers and ambassadors. The workers solely fulfilled in order with the extensive eagerness and the favourable service outcome to entrench a desired value among customers.
Starbucks need to consider their workers as partners and should not treat them as business money machine. This will help Starbucks to establish cumulative comprehension and advertise value for cultural, workers time to perform in the favourable situation, and a comprehensive thirst for the customers. Starbucks can get competitiveness through the positive behaviours of workers and extend its customers base worldwide.
Starbucks should devise methods to execute training programs for their workers within the areas of business philosophy, work sills, training leadership skills, customer service skills, and a broad range of management training programs. The comprehensive training to workers will encourage them to retain at workplace and exercise career management initiatives.
Starbucks pricing reveal the demand and supply associations, and it should have its pricing strength which is comprehendible for the occurrence, logical perception should not reveal tangles to the monetary value, but to show on catering business the question to establish Starbucks brand, even gain benefits in overseas markets. Starbucks need to encourage its people-oriented approach as it may reveal extensive gains. On Wall Street, Starbucks developed the fable of the initial grade, and its gains on capital went beyond Wal-Mart, Pepsi, Coca-Cola, General Electric, IBM and Microsoft’s total gains.
Starbucks need to gauge the on-going growth and enhancement of the global marketplace, and it needs to develop excellent ways to utilize the skills of influencing individuals, motivate and retain them as they have a significant role in allowing businesses to succeed strategically. Starbucks need to understand the philosophy that has a great influence on communication, cooperation, and self-improvement.

References

Jianfei, X. (2014) 'Analysis of Starbucks Employees Operating Philosophy', International Journal of Business and Social Science , vol. V, no. 6, May, pp. 55-62.
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Slvarado, Sebastian, Dockett, M., Romano, M. and Ferguson, W. (2007) Starbucks Corporation. St. John’s University, [Online], Available: http://www.stjohns.edu/media/3/1777fbd1bc794c54adc4265a33eea786.pdf [1 January 2015].
Tuck School of Business (2002) 'Starbucks Coffee Company', Trustees of Dartmouth College, January.
Weber, G. (2005) Preserving the Starbucks Counter Culture. Workforce Management, February, [Online], Available: http://www.workforce.com/section/06/feature/23/94/44 [1 January 2015].

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