STARBUCKS CORPORATIONS

Culture Change Management - Starbucks Corporations



Culture Change Management - Starbucks Corporations

Introduction

Company Overview - Starbucks Corporations

Starbucks Corporation is a company that deals in coffee retail with an approximate 16,850 coffee shops spread in 40 countries. Its stores specialize in offering drinks, food coffee, tea and roasted beans. In the US, the company runs shops that owned while other shops spread in airports and shopping centers owned as franchises constituting 8,000 of their units. In addition, the company controls the Torrefazione Italia and Seattle's Best coffee brands. The company was founded in 1971 by Gordon Bowker, Jerry Baldwin and Zev Siegel in Seattle. In 1982, Howard Schultz joined the company as the head of the market and retail with a vision of expanding to open more stores in the United States and Canada (Kim, 2008, pp. 41-49). The March of 1987 saw to the sale of Starbucks to Howard by Gordon Bowker and Jerry Baldwin. Over the years, the company has experienced phenomenal growth to become one of the best retail businesses dealing in coffee, roasted beans and coffee equipment for customers' own brewing. It has established itself as one of the major brands in the American market. Since its transfer to Howard Schultz, the company has implements various strategies aimed at improving the performance of the company. The company culture is guided by various principles including quality and customer satisfaction. Moreover, the company guided by a mission statement that encompasses the goals and objectives of the company besides the strategies of attaining them. The mission statement entails a goal to become the best coffee stores in the world through observation of various guidelines including appreciating diversity, social responsibility and suitable work environment. The company also geared towards customer satisfaction profitability and excellence in service and product delivery (Purcell, 2011, pp. 110-121).

Current Business Model for Competitive Advantage

The corporate strategy of a company defines the business that it engages in on the basis of the level and direction it takes in order to achieve its goals. It is therefore, the model of the main objectives, goals and the relevant policies for attaining the goals outlined in a way to define the business of the company (Kim, 2008, pp. 41-49). Strategic management on the other hand, constitutes the decisions, activities and assessments that the company undertakes in order to develop and maintain a competitive edge above other companies. It analyzes the strategic objectives of the company, picks out from alternatives the industries to venture into as well as the techniques to be used.

Organizational Structure

Internal Environment

Strengths

Starbucks Corporation has various strengths that strengthen its hold in the market. The company has a good-brand image that has worked to instill a culture in customers that has encouraged coffee consumption. It has created an image that avails to customers the opportunity to relax in the ambience of their stores and relax. Its image also enhanced by its retail chain of stores located in various strategic ...