STARBUCKS CORPORATIONS

Organizational Behavior and Human Resource at Starbucks Corporations



Abstract

In this study, we try to explore the concept of “Organizational Behavior and Human Resource” in a holistic context. The main focus of the research is on “Starbucks Corporations” and their Human Resource approach”. The research also analyzes many aspects of “Organizational Behavior” and tries to gauge its effect on “Global Marketplace”. Finally, the research describes various factors which are responsible for “Human Resource Strategies” and tries to describe the overall effect of Human Resource on “Starbucks Corporations”.

Table of Contents

Abstract2

Introduction4

Company background - Starbucks Corporations4

Global Expansion Strategy4

Starbucks in Global Workplace5

Current Business Model for Competitive Advantage6

Organizational Structure7

Universalistic Perspective7

Human Resource Strategy7

Organisational Structure9

A cognitive perspective in International HRM9

Internal Environment10

Strengths10

Weaknesses10

External Environment10

Opportunities10

Threats11

PESTEL Analysis11

Political Factors11

Economic Factors12

Socio-cultural Forces12

Technological Factors13

Environmental Forces14

Legal Forces14

Current Business and HR Strategy14

Human Resources14

Expansion Strategy15

Low Employee Turnover in Starbucks15

Recommendation16

Future Directions16

References18

Organizational Behavior and Human Resource at Starbucks Corporations

Introduction

Company background - 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).

Global Expansion Strategy

The company also developed a strategy for expansion that saw it target various geographical regions that were suitable to their goals and infrastructure. The strategy involved choosing a city that served as the hub for each target region with the aim of establishing a minimum of 20 stores in the entire region in a period of two years. Furthermore, vice presidents were selected to oversee the development of stores and ...