Behavior and Communication paper
Starbucks Behavior and Communication Paper
David Wayne
BCOM/230
November 1, 2013
Loressa Copeland
The mission of Starbucks is to "to inspire and nurture the human spirit - one person, one cup and one neighborhood at a time." Further, it shows concern about the environment and has an environmental Mission Statement: "Starbucks is committed to a role of environmental leadership in all facets of our business". Further the Starbucks website claims that its stress will be on the quality of coffee, it calls its employees its partners, that it will connect with its customers, create a sense of belonging with its customers and take its responsibility to its neighborhood seriously. In accordance with its mission, Starbucks has created a culture where they create an atmosphere. The culture is that of focusing on customer satisfaction. In addition, the employees seek to enhance customer experience and provide higher value to the customers. The employees seek customer feedback. The culture emphasizes customer care in such a way that customer choice ultimately shapes the strategy of the company (Fellner). K, 2008). The culture seeks to build close relations with customers and this leads to the building of a customer base. Starbucks builds its culture by first training its new employees on ethics, ergonomics, safety, legal compliance and hands-on-training. The mission statement, customer service and corporate culture are communicated to new employees during their training. The mission statement is so well engrained in its employees that it becomes guidance for decision making. The employees also cherish the Starbucks experience. The culture of Starbucks has some positive effects. It has a lower turnover rate of employees and improve the level of ethics n the employees. The company has plans to conduct business n an ethical manner through ethical sources of coffee, environment protection, and social involvement of Starbucks. Starbucks has used the strategy of
David Wayne
BCOM/230
November 1, 2013
Loressa Copeland
The mission of Starbucks is to "to inspire and nurture the human spirit - one person, one cup and one neighborhood at a time." Further, it shows concern about the environment and has an environmental Mission Statement: "Starbucks is committed to a role of environmental leadership in all facets of our business". Further the Starbucks website claims that its stress will be on the quality of coffee, it calls its employees its partners, that it will connect with its customers, create a sense of belonging with its customers and take its responsibility to its neighborhood seriously. In accordance with its mission, Starbucks has created a culture where they create an atmosphere. The culture is that of focusing on customer satisfaction. In addition, the employees seek to enhance customer experience and provide higher value to the customers. The employees seek customer feedback. The culture emphasizes customer care in such a way that customer choice ultimately shapes the strategy of the company (Fellner). K, 2008). The culture seeks to build close relations with customers and this leads to the building of a customer base. Starbucks builds its culture by first training its new employees on ethics, ergonomics, safety, legal compliance and hands-on-training. The mission statement, customer service and corporate culture are communicated to new employees during their training. The mission statement is so well engrained in its employees that it becomes guidance for decision making. The employees also cherish the Starbucks experience. The culture of Starbucks has some positive effects. It has a lower turnover rate of employees and improve the level of ethics n the employees. The company has plans to conduct business n an ethical manner through ethical sources of coffee, environment protection, and social involvement of Starbucks. Starbucks has used the strategy of
References: Bussing-Burks. M, (2009) Starbucks, ABC-CLIO Fellner. K, (2008), Wrestling with Starbucks: conscience, capital, cappuccino, Rutgers University Press Michelli. J. (2007), The Starbucks experience: 5 principles for turning ordinary into extraordinary, McGraw-Hill Professional www.starbucks.com/news.starbucks.com/article_display.cfm?article_id=342www.slideshare.net/tommy2cruise/starbucks-strategyseattletimes.nwsource.com/.../2011861321_starbucksstrategy16.html