Starbucks's - Organisation and Management

Résumé du document

In 1971 the story began, three Seattle entrepreneurs started the Starbucks Corporation. They sold whole bean coffee in one store. After 11 years, their business had grown tremendously and they hired Schultz in 1982 to be the manager of retail and marketing. He had some ideas, he 'advised that the company should sell coffee and espresso drinks as well as beans' but he was turned down. He decided to open his own coffee bar in 1986 and a year later because of his great success he bought Starbucks from the original owners. Starbucks is the largest coffeehouse company in the world with 16,120 stores in 49 countries, including around 11,000 in the United States, followed by nearly 1,000 in Canada and more than 800 in Japan. A company needs to have a mission statement that has to be followed by all the employees and goals to achieve, to challenge itself every day. The CEO and the board of directors wanted a mission statement to give a strong sense of organizational purpose. How does Starbucks ensure that its decision allows them to achieve their organizational outcome? This mission statement is a tool set up by Starbuck's senior executives to guide and direct business partners. It was designed to help partners to estimate the appropriateness of their decisions regarding Starbucks corporate culture.

Extraits

[...] To summarize Starbucks organizational context I need to make the distinction between the internal and external environment. - Internal environment involves what is inside of the organization, For example the employees, behavior, vision, mission, strategy. The organization has the control of these matters because they are internal, the company can interact and guide them. - External environment involves what is outside of the organization It means outside of the organizations which effect the changes in the organization other. The company does not have the control of it. [...]

[...] They are young and had a strong coffee education. They are motivated and have the passion of the coffee. - One leader: Howard Schultz played a very important and unique role at Starbucks. was very creative, inspiring and exceptionally ambitious”[8] He was the founder and he is a great leader. He inspired confidence and was a visionary since he succeeds to penetrate the coffee market. - Sourcing Starbucks has a diversified portfolio which allows it to offer a greater palette than his competitors. [...]

[...] Starbucks is successful all around the word. But what greater differences do you notice between the US approach to the European Approach? I assume that the marketing approaches are linked and strongly influenced by the culture. In the US and in Europe we don't have a uniform culture. The US is based on a melting pot of culture and people and in Europe; we have so many different countries, which different tradition and habits. Here are the mains differences that I notice between the US and the European approach. [...]

[...] The last main key factor that explains Starbucks worldwide success is its wide range of products that suits to everybody. People all around the world have different taste. You have the choice between so many beverages, that you can try everyday a new drink. So Starbucks simulate the customer's curiosity. To conclude, Starbucks is flexible and is able to adapt itself to the modern lifestyle. It revolutionizes the way of perceiving coffee bars. quickest way to receive love is to give” that was Starbucks policy and it is worth it. http://en.wikipedia.org/wiki/Starbucks Starbucks - Company Overview". Hoovers. http://www.hoovers.com/starbucks/--ID__15745--/free-co-factsheet.xhtml. Retrieved 2009-05-13. [...]

[...] In France socialization is important. People all around the word have the same needs see the “Maslow's hierarchy of needs”[20] Starbucks fulfills every 5 needs, so people who buy Starbucks can reach self-actualization. Moreover, Starbucks offers the wireless for free, and is in total adequacy with people's modern lifestyle. You can use internet to work or keep in touch with your friends. The customer feels like at home and he is comfortable. To always improve its customer's comfort Starbucks had signed a partnership with Apple. [...]