Starbucks, the coffee company, is the perfect example of a product that could have gone the route of a shallow brand. After all, what is so special about serving coffee As the Starbucks brand proves, this is a question that other retailers would have benefited from asking…
Accommodating fast growth also meant putting in systems to recruit, hire, and train baristas and store managers. (Student Resources:2005) Starbucks' is simply looking for passionate people who love coffee, diverse workforce which reflects their community and who enjoys what they're doing and for whom work is an extension of themselves. 16 Some 80 percent of Starbucks employees were white, 85 percent had some education beyond high school, and the average age was 26.
All positions are filled internally about 60-70%. Automated staffing services between hiring managers and staffing teams and Starbucks has a user friendly field sourcing and selection tools in place. Internal movement processes and systems in place and broadly understood. (Student Resources:2005) Campus recruiting are also in place for all major areas of the company and also place intern programs to early identify future talent. Management also relocates benchmarked at or below industry averages. Moreover, cutting edge technology and processes employed for candidate pre-screening because of well defined department metric in place and continually improving.
The Starbucks Corporation does not allocate money to its stores for hiring janitors. Every aspect of the cleaning process in Starbucks stores is carried out by the baristas. (Student Resources:2005) The same people who make the drinks are scrubbing the bathroom floors. The baristas of each store work in different shifts throughout the day, usually divided two ones, morning and afternoon, or three morning, afternoon and evening. Each shift is consisted of usually of three or four baristas, the number may change, depending on customer flow of the specific store, who share different duties throughout the shift. Usually, a store is internally divided between floor, where the baristas work and serve customers and the back, usually referred to the storage room, bathrooms. Unless very small, the store usually also has a caf section, where the customers can sit down with their coffee.
Starbucks during Global Expansion
The global expansion of Starbucks was not an overnight success especially in Asia. There have been numerous challenges that Starbucks have to encounter in penetrating the Asian Market (Culpan, 2002). For example in China and Japan, they had a difficulty in creating a coffee market niche because of the prevailing tea market in China and Japan for over 50 years and yet Starbucks have to create Chinese and Japanese Starbucks to suit the taste of the coffee market in these countries . Starbucks also have to worry of the national based coffee shops in the Asian countries, such as Japan based- Manave Coffee, Taiwan based Dante coffee, Mocha Blends in the Philippines and even Mc Caf of McDonalds.
Another difficulty that Starbucks faced during their expansion is that opening a coffee in a country needs different strategic orientations, organizational structures and management process because it does not mean that Starbucks in the United States since it's the father branch, it reflects the same characteristics as the other countries. At the same time, Starbucks also has to evolve its principles from being an international company into a transnational company because they have to undergo a lot of changes in the global business environment (Culpan, 2002). ...
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