Starbucks management policy

Résumé du document

In the year 2000 San Francisco based cartoonist Kieron Dwyer was sued by Starbucks for copyright and trademark infringement after creating a parody of its famous mermaid logo. Starbucks won a preliminary injunction prohibiting Dwyer from selling items bearing his version of the trademark, and the case was later settled. The pioneer of Starbucks, Howard Schultz has authored a book, ?Pour Your Heart into It', chronicling his perspective on the success of the company. The organization is noted for implementing its non-smoking policy at all its outlets, despite predictions that this would never succeed in markets such as Germany, where there are few restrictions on smoking elsewhere. The single outlet in Vienna, which has a smoking room, separated by double doors from the coffee shop itself, is the nearest the company has come to making an exception. However, Starbucks does not generally prohibit smoking in open-air seating areas.

Extraits

[...] As Peter Druker he has said: “organisational structure is key to determine organisational performance.” And managers of the coffee chain is aware that is not a minus matter, and with the help of Price Water (consultant company) they implemented an adapted organisation for its expansion. Firstly they work on their internal communication; indeed to make the things clear, the information between the headquarter and the base (national management teams, support staff) need to be fluent. To reach this aim, managers of Starbucks set up six monthly progress meetings for staff off-site workshops and monthly email bulletins from the managing partner. By those measures Starbucks want to reinforce the brand image and facilitate the circulation of the information, nobody have to retain it. [...]

[...] Starbucks implement with its multinational team 7 points which describe values that it has to be shared and respected by all the employees. It can permit to bring harmony and coordination to the international organisation. The seven principles are: Shared Values and Corporate Culture Strong Multi-Unit Retail/Restaurant Experience Dedicated Human Resources Commitment to Customer Service Quality Image Creative Ability, Local Knowledge and Brand- building Skills Strong Financial Resources Design Starbucks is taking care of its design, indeed the American company control its packaging, the decoration in the stores, the blends of its coffee. [...]

[...] at the time, the subsidiary is constituted of twelve managers located in seattle. today this department is led by an australian expatriate Peter Maslen, and he has a team of 180 experienced multi-national and multi- lingual managers located in seattle and three regional offices around the world. the subsidiary is in charge of all starbucks development outside north america, like developing new businesses, financing and planning stores, managing operations and logistics, merchandising and the training and developing starbucks international managers. [...]

[...] As a manager, I would increase advertisement of the brand thanks to different marketing mix elements. As an example, the company could make agreements with local sport events that have deep impacts on the population. This would help the company to increase their notoriety and could help it to be known as brand much closer to their customers. Starbucks should also take care of its communication and spare the susceptibilities, because this global expansion can be seen as a very undertaking way to impose their “corporate colonialism” which can be dangerous with the anti-globalization movement, they can see Starbucks as a typical iconic American company, and as a result be chosen as a target like Mc Donald which was destroyed by José Bové and his farmer group in 1999 next to Millau. [...]

[...] Do they have to reduce the service quality? Of course Starbucks wants to keep a high level of service, but they can try to put normal price for those countries by taking advantages of the cheap real estate and take profits that competitors are not as strong as Starbucks. VI. Subsidiary Strategies a company which wants to be global must think about a good subsidiary strategy, to spread their concept all over the world, strabucks has to be located in different areas. [...]