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I. INTRODUCTION...1

II. HISTORY AND DEVELOPMENT...1

III. ORGANIZATIONAL STRUCTURE...2

IV. HUMAN RESOURCE...5

V. BUSINESS ANALYSIC...12

VI. PROBLEM AND SOLUTION...13

VII. HUMAN RESOURCE...17

VIII. CONCLUSION...19

IX. REFERENCES...20

In 1971, the first Starbucks established along the cobblestone streets of Seattle’s historic Pike Place market, offering natural-roasted coffee beans, teas and spices from around the globe for its customers to take home. “Moby-Dick,” is the brand’s first name inspired by the classic tale.

Ten years later, Howard Schultz, an American younger, would go through these doors and become captivated with Starbucks coffee. In 1982, he had another discovery, the man put the legs to Milan in 1983 and experienced Italy’s coffeehouses for the first time, and he came back to Seattle to apply ideas from its coffee culture to Starbucks.

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D.C, New York, and some neighboring countries like Canada, Chicago. By 1996 the brand was first opened in Japan, followed by Europe in 1998, and China in 1999. Over the next 2 decades, until 2022, Starbucks has expanded its products and services into various countries in the world, and they would also grow to welcome millions of customers each week.

Starbucks organizational structure is based on a matrix model with a mix of vertical and horizontal structures. The company is a large and well-known coffee chain with more than 10 thousands of stores in 70 countries in the world. Starbuck is one of the several multinational companies to successfully apply a matrix form. The company is controlled by the board of directors, who run the organization's main office in Washington. In the United States, the company is separated into regional authority operated by district

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responsible for controlling and overseeing staff groups.

There are four main elements of the organizational structure:

<b>Functional hierarchy</b>

Functional hierarchy is the most traditional feature of matrix structure. In each Starbuck Department, Decision-making is decentralised and happens at company headquarters. Human resources make policy changes applicable to every Starbuck cafe. With the CEO at the head, functional groups practice top-down control to rise and then execute competitive growth strategy.

<b>Geographic division</b>

At present, the company has three regional divisions for the global market: China and Asia-Pacific, Americas, and Europe, Middle East, Russia and Africa. In the United States it is further such as Western, Northwest, Southeast, and Northeast. Each geographic division has a senior vice president. In this way, each Starbucks manager reports to two superiors: the geographic head (e.g. President of U.S. Operations)and the functional head (e.g. Corporate HR Manager).

<b>Product-based division</b>

The Starbucks product is classified into several basic categories such as coffee, baked goods, and merchandise. Numerous brands have been operating under the Starbucks banner such as Evolution Fresh juices and Teavana bottled teas.

Teams are invariably found in many Starbucks coffee shops. They realize that team performance plays a crucial role in improving the customer experience to control financial success in all operating locations.

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Starbucks’s corporate vision is “to establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.”

The Starbucks Corporation wants to achieve leadership in serving its products, especially quality of coffee. The company targets this objective of the vision by continuing its multinational expansion as one of the best coffeehouse companies in the world. Starbucks maintains these principles such as ethical business products and a warm culture.

The company lives with four main values:

Creating a culture of warmth and belonging, where everyone is welcome.

Acting with courage, challenging the status quo and finding new ways to grow our company and each other.

Being present, connecting with transparency, dignity and respect.

Delivering our very best in all we do, holding ourselves accountable for results.

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“To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”The company starts the mission with employees, the coffeehouse coffee maintains the small company culture, where empathy and warmth are important. The corporate mission is a direct determinant of Starbuck Coffee’s corporate culture. The “one person, one cup and one neighborhood at a time” component show that the company ensures a meaningful and positive effect on every customer and employee. Starbucks also plans to continually develop, one place and neighborhood at a time.

The organizational culture of Starbucks is one of the clear characteristics of the company. An organizational culture largely impacts business performance and employees. The way coffee staff works together and how they interconnect with customers are standard of Starbuck’ culture. The warmth and friendliness of the organization is a far distance with other competitors in the market which lead to successful brand development and global expansion.

<b>About Administrative Council</b>

Leading members of Starbucks' Human Resources Team include Mercy Noah, Donald MacRae, Glori Nakamura, Charisse Smith, Khory Riley, Kathryn Daly, Laura Sowder, Elise Chand, Matthew Kennedy, and Shelby Varden. Starbucks' Human Resources Team has a direct impact on the company’s overall culture which is scored a B+ by employees. Let’s not forget culture starts at the top. Howard Schultz,

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The Starbucks Corporation sees its employees as a key part of its view of itself as a business serving the community; its employees are vital for its growth, helping the business grow and thrive. Starbucks provides all employees and their same-sex or opposite sex-partners comprehensive health benefits that include medical, dental, and vision care as well as tuition reimbursement, stock options, vacation, and the retirement plan. Starbucks is also company that practices open communication. It keeps employees or “partners” frequently informed, its senior leaders frequently holding “Open Forum” events to answer employee questions and mitigate issues or concerns. Starbucks has offered a variety of training programs to provide employees sufficient knowledge of the company’s values and how to foster it amongst their customers. In addition, they learn the right kind of communication skills to interact optimally with customers in order to create the environment that Starbucks aims to promote. Starbucks has tried to develop its human resources practices and make them stronger to the extent that employees have better relationships with their managers and feel connected to the organization as a whole. Starbucks additionally offers their employees benefits such as income protection, saving plans, partner discounts, and free drinks on a regular basis. Fundamentally, Starbucks believes its baristas are the key feature to theStarbucks experience and customer satisfaction. Starbucks wants them to have coffee knowledge and product expertise, providing great customer service. This highlights the degree to which the company values the training of its baristas and views the importance of their role in the Starbucks experience.

<b>ChangePlan In Future</b>

Starbucks' reinvention plan rolls out next month and runs for the next two years. According to the plan, 35% of its new stores will be drive-thru-only stores, while 14% will be pickup-only and 5% will be delivery. Cafe-style store openings will be 2% of all openings from fiscal year starting 2023 to 2025

Change Starbucks “genome” to “Digital DNA”. It was a digital transformation that made history for the

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into Starbucks corporate culture thanks to the brilliant leadership of CEO Howard Schultz and since then Starbucks has made its statement that its company is a technology company sell coffee.

<b>Starbucks Digital Ventures</b>

Digital Ventures, to “expand Starbucks reach ko in the digital space in the most profitable way in the current business environment – fast, organizationally lean, and focused on creating new revenue streams for the company "

Ideas collection page MyStarbucksIdea.com

Starbucks also launched the concept page MyStarbucksIdea.com to create deeper and broader interactionswith customers. This website is a unique crowdsourcing activity, helping customers understand what the company is doing and fully exploiting countless ideas from customers and making them feel like they are contributing to building a common roof. Starbucks. The site does not focus on community development features like social networking, but is designed simply with a feature that not only allows people to enter and submit new ideas, but also can view and vote on ideas. best thought. My Starbucks Idea also updates the news about ideas that have been accepted and are being implemented.

<b>Rewards – Membership Program</b>

Starbucks' membership program was once seen as a model for many other brands to learn from. Starbuckscurrently has about 14 million members using this app out of a total of 75 million customers each month. The Starbucks app offers a convenient digital loyalty system that allows customers to earn and redeem their loyalty points right within the app. By getting rid of the old membership card and phone number verification process, this digital loyalty program has been a huge success. The formula that Starbucks applies is that for every $1 spent, users are rewarded with 2 "stars". In addition, users can also be rewarded with stars when buying Starbucks products through partner stores or via email login. Enough stars will be converted into free drinks or food. Members who achieve a certain number of bonus stars will be promoted

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a "third place" after only two "places" where everyone is most often present, namely home and work, Starbucks creates a pleasant feeling when being able to Pay in cash or cashless, or you can use Starbucks' own e-wallet. This e-wallet can connect to credit cards, to Apple Pay or Paypal… More importantly, Starbucks e-wallet also connects to the barcode payment system. Customers only need to scan the barcode without using cash anymore. Mobile payments accounted for 29% of transactions last year in the US

<b>Ordering – Order online</b>

Customers can choose to order through Starbucks and pick up their items at the store later. This feature helps to reduce queues, saving time for Starbucks customers and employees. By allowing access to all users, the feature currently accounts for about 11% of Starbucks' US orders. Many other big chain brands have followed this feature.

Personalization - Personalize customer care

Starbucks has been famous for its personalized way of writing customers' names on cups at the store. Starbucks took the next step in personalization based on historical customer data on the mobile app. Based on customer data such as order history, product preferences, location, email or even the weather, Starbucks can create personalized promotions that make customers feel uncomfortable. may not buy more. In many cases, Starbucks gives customers a buying experience that they never knew existed.

<b>Addictive customers with Starbucks Digital Network</b>

Always in line with the motto "When customers feel familiar with Starbucks stores, they will consider this as a quiet place to escape from the troubles out there," this coffee chain has enhanced the experience. Experience customers by setting up Starbucks Digital Network – a premium digital content system from the company's partners.

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launched a plan to install 100,000 Powermat wireless charging stations in more than 7,500 stores around the world from mid-2014. Although Starbucks charging stations only support the Power Matters Alliance standard, they are not available on all models (smartphones usually only support Qi standard charging), but users can completely use the adapter at the shop.

<b>Using Beacon technology to collect customer data and Marketing by location</b>

Starbucks has applied this technology by installing many beacon sensors at the most popular restaurants. Just walk into a Starbucks, through beacon sensors, your phone can determine where you are and send you contextual notifications about drinks or current discounts over the years. Starbucks' own app. Based on the signal from the customer's phone, the beacon sensor system mounted at many locations in the restaurant can assign each customer a unique ID code to the store manager to easily track and extract information. important factors such as the number of people entering the bar during the day, the number of people sitting in the bar in real time, the location and average length of time they sit here, the type of drink they like, the consumption behavior, etc., and then aggregate them into a table. detailed analysis.

<b>Convenient mobile application with Mobile payment</b>

One of Starbucks' first digital assets – Starbucks mobile app launched in 2009 is a breakthrough of the previous Starbucks membership card. Customers can easily manage their membership cards via the mobile application with features such as accumulated points balance, payment by barcode displayed in the application, update bonus information from Starbucks, search for nearest Starbucks… To date, more than 30% of Starbucks orders come from mobile apps.

<b>IOT is present</b>

e giant coffee chain also uses smart refrigerators to keep track of the expiration dates of milk and other ingredients stored inside. The list of IoT devices used by Starbucks in its stores also includes smart temperature meters, smart door locks, etc., which help update the detailed situation inside the store in real time.

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Assistant that allows users to order and pay by talking to the virtual assistant. Starbucks also partnered with Amazon to create a new feature that allows users to recall their favorite drink, mimicking the experience of interacting with a real-life barista.

To do this, Starbucks has invested heavily in a cloud computing platform that allows for unlimited integration of cross-border experiences. Starbucks is also developing a Digital Order Manager (DOM), a tablet device to help retrieve incoming orders and better manage orders on time.

<b>Augmented reality experience at Roastery</b>

Starbucks continues to create that magic by applying Augmented Reality powered by Alibaba's image recognition technology at Starbucks Roastery Shanghai while seamlessly integrating the online customer experience. , in real time and in store space. Customers entering the Roastery will be invited to download Roastery's app or Alibaba's Taobao app.

When accessing the application, users have a virtual guide during the experience at Roastery, right from the moment they enter the door. Customers can use the app to scan QR codes embedded around the Roastery and AR images will be displayed on the screen with in-depth information about every detail, each type of coffee, origin, method brewing, from the coffee bean production cycle to the coffee cup.Employees are "God" It is the companies with the best employee benefits in the world. Starbucks considers employees as “gods” who need to be taken care of. Because satisfied employees will devote themselves fully, promote creativity and promote work efficiency. Starbucks is an example in the F&B field in terms of focusing on the spirit and friendly working environment of employees, encouraging themto build close relationships within the group and always treating employees as "superior" sole” needs to be taken care of. At Starbucks, they call employees “partners.” Even part-timers (in the US) always have the opportunity to receive company stock and insurance. In a time of economic crisis, when retail companies laid off massive numbers of employees, Starbucks persisted in investing in skills training for its employees, including bartending courses and even courses. can be converted into credits at many

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