This document outlines Starbucks' change management plan. It discusses Starbucks' history and roots dating back to 1971. Starbucks' mission is to inspire and nurture the human spirit through coffee. The plan identifies pillars of change like being the coffee authority and expanding globally. It also discusses overcoming resistance to change, waves of change like new technology and leadership, and maintaining an organizational culture of accountability, warmth and challenge. Moving forward, Starbucks will focus on continued innovation, monitoring diversity, and increasing fair trade agreements globally.
Foudation of business strategy of starbucks is a word file which talks about how the starbucks positioned themselves and their strategies to fight against competitors.
Starbucks is making an entry into the India Coffee market by making a joint venture with TATA coffee Ltd.
A view on their marketing strategy and a generic view of the Indian Coffee market
Starbucks, a leading specialty-coffee brand and coffee store chain based in the US was founded in 1971 by Gerald Baldwin, Gordon Bowker, and Ziev Siegl.
In 2002, Starbucks had achieved a CAGR of 40% since its IPO and owned approx 5000 stores
Its competitors range from small-scale specialty coffee chains to independent specialty coffee shops, and donut and bagel chains.
Further growth in untapped national and international markets and unreached saturation levels.
STARBUCKS: DELIVERING CUSTOMER EXPERIENCE.
This report consists of various analysis frameworks / models used to analyse the customer experience at Starbucks.
Mission, strategy, and ethics at starbucks v2Paul Mulzoff
My colleagues and I presented this discussion on leadership, ethics, corporate repsonsibility, and corporate strategy to folks at The Hagan Schol of Business - Iona College.
Foudation of business strategy of starbucks is a word file which talks about how the starbucks positioned themselves and their strategies to fight against competitors.
Starbucks is making an entry into the India Coffee market by making a joint venture with TATA coffee Ltd.
A view on their marketing strategy and a generic view of the Indian Coffee market
Starbucks, a leading specialty-coffee brand and coffee store chain based in the US was founded in 1971 by Gerald Baldwin, Gordon Bowker, and Ziev Siegl.
In 2002, Starbucks had achieved a CAGR of 40% since its IPO and owned approx 5000 stores
Its competitors range from small-scale specialty coffee chains to independent specialty coffee shops, and donut and bagel chains.
Further growth in untapped national and international markets and unreached saturation levels.
STARBUCKS: DELIVERING CUSTOMER EXPERIENCE.
This report consists of various analysis frameworks / models used to analyse the customer experience at Starbucks.
Mission, strategy, and ethics at starbucks v2Paul Mulzoff
My colleagues and I presented this discussion on leadership, ethics, corporate repsonsibility, and corporate strategy to folks at The Hagan Schol of Business - Iona College.
by Patrícia Azevedo (Brazil) and Kyle Tsung (Taiwan)
August 2009 - UC Irvine - Grade: A+
This is my final project for ESL Marketing Program, at University of California Irvine. Our goal was present marketing concepts throught a real American Brand in a creative presentation.
Starbucks has evolved from a mere seller of coffee products to a full-fledged chain “restaurant”, offering not only coffee products but also other beverages, foods, and merchandise.
Starbucks is still a global leader in the coffee shop chain business
Introduced an online app making it more convenient for customers to locate stores and place orders
Starbucks slogan of “Uniquely Starbucks” continues to play a huge role in company’s success
A free version of Starbucks Corporation SWOT analysis 2016. To get the full presentation buy the SWOT here: https://www.strategicmanagementinsight.com/swot-analyses/starbucks-swot-analysis.html
How and Why a Global Brand Starbucks failed in AustraliaViren Baid
As a part of our Research Project - II at the S P Jain School of Global Management, Sydney we conducted a research on how one of the biggest brands of the world Starbucks failed to local competition in Australia
by Patrícia Azevedo (Brazil) and Kyle Tsung (Taiwan)
August 2009 - UC Irvine - Grade: A+
This is my final project for ESL Marketing Program, at University of California Irvine. Our goal was present marketing concepts throught a real American Brand in a creative presentation.
Starbucks has evolved from a mere seller of coffee products to a full-fledged chain “restaurant”, offering not only coffee products but also other beverages, foods, and merchandise.
Starbucks is still a global leader in the coffee shop chain business
Introduced an online app making it more convenient for customers to locate stores and place orders
Starbucks slogan of “Uniquely Starbucks” continues to play a huge role in company’s success
A free version of Starbucks Corporation SWOT analysis 2016. To get the full presentation buy the SWOT here: https://www.strategicmanagementinsight.com/swot-analyses/starbucks-swot-analysis.html
How and Why a Global Brand Starbucks failed in AustraliaViren Baid
As a part of our Research Project - II at the S P Jain School of Global Management, Sydney we conducted a research on how one of the biggest brands of the world Starbucks failed to local competition in Australia
Structure outline for Toyota Airbags Defect Case Study1. .docxjohniemcm5zt
Structure outline for Toyota Airbags Defect Case Study
1. Introduction
Explanation of stakeholders’ theory and its relevance to the case under study
2. The case
2.1 Context
Facts of the case:
What? Toyota Motor Sales is recalling approximately 247,000 cars
Which cars are included in the recall?
When are they recalling?
In which areas are they recalling the cars from?
Why are they recalling?
History: has there been any other case of cars recall by Toyota?
2.2 Data
From Toyota’s website, under section of Press Room (Press Releases)
Takata’s official statements
2.3 Methodology
Manner of urgency of call, if any
How is Toyota dealing with customer complaints?
Customer reviews
What techniques did they adopt in recalling?
3. Findings
What part of the airbag defect situation did Toyota own up and what part did they put blame on
Takata?
Meetings of Toyota and Takata with other officials involved
How have other stakeholders helped Toyota in this situation of crisis or made it worse?
Which ethical codes did Toyota abide by in recalling?
Have there been instances when Toyota recalled cars late and suffered losses? Did it learn lessons
this time?
4. Conclusion
What features and elements of the stakeholders’ theory got implemented in this case?
History
1971 - Starbucks begins as roaster and retailer of whole bean and ground coffee, tea and spices in Seattle, Washington
Founded by Gordon Bowker, Jerry Baldwin, and Zev Siegl. They named it Starbucks after the first mate from the book Moby Dick
1982 - Howard Schultz joins company in as director of marketing
1983 - Schultz visited Milan brings back idea of traditional Italian coffee houses to America, but the idea was not developed by the owners
1985 - Schultz started his own coffee house II Giornale Coffee
1987 - Schultz purchases Starbucks (6 stores) to combined with his coffee house and begins to expand stores in America.
1996 - expands in the international market
2014 – 20,000 stores in 65 countries
Background
Stakeholders
Shareholders
Employees (Partners)
Customers
Communities
Suppliers
Social Responsibility
Every store is part of a community, and they take responsibility to be good neighbors seriously.
Community
Ethical Sourcing
They are committed to offering high-quality, ethically purchased and responsibly produced products.
Environment
Minimizing environmental footprint and inspiring others to do the same.
6
Business Ethics and Compliance
Starbucks believes that conducting business ethically and striving to do the right thing are vital to the success of the company
Business Ethics and Compliance is a program that supports Starbucks Mission and helps protect their.
Mise en place d'une stratégie d'innovation sur 50 ans:
Analyse interne
-Analyse externe
-Facteurs clés de succès
-Chaine de valeur
-Matrice BCG
-Historique de la marque
-Analyse des piliers de la marque
-Perception de la marque
-Mix marketing à l'heure actuelle
-Mix marketing de la marque souhaiter après la mise en place des innovations
-Positionnement de la marque à l'heure actuelle
-Détail des innovations par tranche de 10 ans
-Plan de communication pour chaque innovation
-Positionnement de la marque souhaiter après la mise en place des innovations
-Mix marketing à l'heure actuelle
Mon profil:
http://www.viadeo.com/fr/profile/audrey.rouquette
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Starbucks Corporation is an American global coffee company and coffeehouse chain based in Seattle, Washington.
Stock price: SBUX (NASDAQ)US$ 79.50-1.05 (-1.30%)
4 Dec 4:00 pm EST - Disclaimer
Founded: March 30, 1971, Pike Place Market, Seattle, Washington, United States
Headquarters: Seattle, WA, United States of America
CEO: Howard Schultz
Founders: Gordon Bowker, Jerry Baldwin, Zev Siegl
2. Established 1971
Howard Schultz, current CEO started 1972
Currently 19,767 Starbuck’s stores globally
Driven by entrepreneurship, innovation, and creativity
Customer centric environment
Inspired by Café’s of Italy
“Grande, Venti, or Trenta?”
Starbucks Genesis
Roots
Starbucks, 2014
3. Starbucks Mission
To inspire and nurture the human spirit – one
person, one cup and one neighborhood at a time
Pillars of Change
Be the undisputed coffee authority
Engage and inspire our partners (employees)
Ignite the emotional attachment to customers
Expand global presence, sustain economic model
Lead in ethical sourcing, environmental impact
Create innovative growth platforms
“No Sacred Cows”
(Piderit, 2000)
4. Starbucks Resistance to Change
Validate, not dismiss, employee concerns
Motivations can be ethical, in resisting change
Resistance can be internal or external
Starbuck’s key stakeholders did not support VIA
Barista training, heavily criticized in media
Competition: Store closings, blood in the water
Dependence, on Interdependence
“Form your coalition”
(Starbucks, 2014)
(Kotter, 2012)
5. Starbucks Waves of Change
Transformation of Culture
Technology, introduced two new espresso makers
People, Board of Directors changed CEO
Less than one year, most management will be gone
Supply chain adopted lean methodology
Innovation, sense of urgency on new products
Core values espoused, movies/music, axed
“Innovation”
(Kotter)
6. Starbucks Organizational Culture
Delivering, holding ourselves accountable for results
Creating a culture of warmth, belonging
Challenge the status quo
Being present, connecting, through transparency
Create Opportunity
“Our goal from a loyalty perspective is to
understand each customer and how they
interact with Starbucks”-Global Brand Manager
(Starbucks)
7. Starbucks I believe
Moving Forward
Cannot become complacent
Act with a sense of urgency
Must develop, espouse the leadership vision
Empower by removing barriers
Transparency, not silos
Speed up everything
“Leadership”
(Kotter)
8. Starbucks Future
Strategy
Continue lean supply chain processes
Monitor diversity partners for compliance
Increase Fairtrade agreements globally
Identify unproductive retail stores before a crisis
R&D new markets for new products
“Partner Networks”
9. Starbucks Communication
Communicating Change
Two way communication is more effective
Utilize small/large groups/memos, multi-media
Increase simplicity of message
Repetitive messages will sink in over time
Leadership by example in all communications
“A picture is worth a thousand
words”
(Kotter)
11. References
Kotter, J. P. (2012). Leading Change, With a New Preface by the Author. Harvard
Business School Press Books, 1.
Piderit, S. (2000). Rethinking Resistance and Recognizing Ambivalence. Academy
of Management Review, 25(4), 783-794.
Starbucks. (2014). Inclusion and Diversity. What we’re doing now. Retrieved from
http://www.starbucks.com/responsibility/community/diversity-and-inclusion
Editor's Notes
Title: Change Management PlanOnward: Book about Starbuck’s transformation, written after the Great Recession and the significant changes Starbucks made to transform themselves after laying off employees and closing over 800 stores.
Early in the transformation process in creating a memo to his key management, instead of signing the memo, he signed it “Onward” and this became the title of his book. It resonated with his employees, during the “risky but successful” New Orleans company wide “meeting” that 10,000 employees attended, in New Orleans, to underscore their transformation, secure the beliefs and inject New Orleans, post Hurricane Katrina, with a spirit of adventure, not only did 10,000 shirts get printed with “Onward” blazed across them, but during their convention center meeting, all the employees went out into the community with their shirts on to reinforce teamwork, the values and signify the turning point from that day forward that employees will believe that change will happen and it will succeed. Organizations throughout New Orleans (a sidebar to the meeting) received thousands of hours of volunteer help during this week, and the numbers of accomplishments would simply stagger the imagination. As one street vendor stated “are you one of those Starbucks’ workers?” I am asking because “you pretty much paid my mortgage during the day you came by.” The underlying impact beyond transforming Starbucks resonated throughout New Orleans in many different directions.
The history of Starbucks is one of artifacts, values, and assumptions. From the symbolic “Siren of the Sea” (Mermaid) that is attached to every store, every cup, and promotional logo, to the name “Starbucks” a first mate in a whaling ship in literature, Moby Dick, to the history of trade routes over land and sea of coffee throughout the centuries. The customer centric focus of all Starbucks’ employees, is to treat each other and customers with respect, and dignity, to act like entrepreneurs, and to adopt changes not only from the “top down” but each local store can adapt to the customers needs, and what is right for them. This creativity shows up in identifying solutions to problems, then sharing them with each other. Teamwork, and dependency on each other create at each local store knowing they have control over their destiny. The reward of profit sharing, stock options, or simply the assumption that you and your co-workers are there for a similar cause. To serve the customers. Knowing the practices locally expand globally in treating all partners, supply chain Fairtrade farmers with the same respect as you receive as a partner at Starbucks. No matter what Starbucks you visit, China, England, or the U.S., each partner (employee) symbolizes the values and beliefs of serving the customer, no matter what barriers are presented.
This is the current situation: Pillars of Change came amidst the financial crisis of 2008-2009. Starbuck’s stock price had fallen 50%, it had laid off thousands of employees under the pressure of Wall Street and financial markets. These “initiatives” were a team effort in taking what (one of the lead influencers early on, Howard Schultz) were the founding values, and returning to them. These values included:
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.
Transformations are not only about empowering employees, mid and top level managers also need to believe in the decisions employees are making. Not to second guess them, or to reverse a decision made.
If systems, people, or individual processes are independent of one another they can be changed much easier. But when you link a dependency, to change one process that is linked to several, it becomes increasingly complex. In the case of Starbucks an example is the almost seemingly underlying assumption that after thirty-years of growth that Starbucks would just continue Onward; so when store closings occurred, employees laid-off, and Baristas retrained, not only did the employees question what their values were at that moment, but collectively they felt Starbuck’s values were changing. Battling the media, Wall Street financial quarterly meetings, and continued supply chain delays were in essence happening all at once.
VIA is on the market today. It is a instant coffee version of Starbucks. Many insiders scoffed, told them “don’t do it,” that it was coffee suicide, and employees questioned the values, innovation, and changes that this represented. VIA was the brainchild of on engineer that had a background in science/DNA research and dissected over twenty-years what he considered to be the perfect instant coffee. VIA took another ten-years to come to market, so, global sales are at 1 billion dollars today of VIA, and Mr. Valencia, the scientist, unfortunately passed away due to cancer. The V-alenc-I-A in his name is now Starbucks new instant coffee brand.