Starbucks_Corporate_Culture

StarbucksCorporateCultureIntroduction›Thefollowingtopicswillbediscussed:–DiversityandCustomerFocus–OrganizationalStructure–NetworkingandITtechnology–OrganizationalEthics–EmployeeRelations–CorporateCitizenship›Thecorporatecultureofabusinessdirectlyaffectsmanydifferentaspectsofanorganization.Starbuckshasrecentlymadechangesbasedontheirculturethatistakingtheminawholenewdirection.CEOHowardSchultzhasalteredthecorporateculturetoinvokechangesthroughoutthecompany.Wewilldiscusshowcorporatecultureaffectsdiversity,organizationalstructure,employeerelations,corporatecitizenshipandorganizationalethics.Furthermore,wewilldiscusshowcorporatecultureaffectsthenetworkingaspectofStarbucksandtherenewedfocusonthecustomer.DiversityandCustomerFocus›Starbucksisnota“franchise”›Customerbaseincludesallnationalities›Repeatcustomersincludebusinessprofessionals,healthcareprofessionals,students›Storelocationsareinternational›Sitesincludeschools,malls,hospitals,airports,grocerychainsStarbucksactuallyisn’ta‘franchise’,itoffersavarietyofgourmetcoffeeflavorsandteasforavarietyofdifferentcustomers.Someofthesecustomerswhoareconsidered‘repeatcustomers’arecollegestudents,healthcareprofessionals,customerswhofrequentlyshopatmallsacrossthenation.Starbuckscustomerscomefromallnationalitiesandarenotlimitedtoacertainregionbuttheyspreadaroundtheworld.DiversityandCustomerFocus›Managementexecsregularlyvisitstorestoensurequality›Strategiesareimplementedtoenhancebenefitsforcustomersandemployees›Customerownershipandloyaltyarekeytosuccess›Customerfeedbackregularlysolicited›TheLoveProjectStarbucksregularlydiscussandstrategizetoenhancethebenefitsfortheircustomers,employeesandmanagement.Businesscultureiscenteredaroundthecustomer.Starbucksencouragescustomerfeedbackonservicesandproductstheyreceived.Theyalsowelcomenewideasandrecommendationsfromcustomersinordertoimprovecustomerservicesandproducts.WhattheypromisetothecustomerisAllyouneedislove.OrganizationalStructure›HowardSchultz–CEO›Restructuringhascreatednewpositionsforflatterorganization:–GlobalRealEstateDesignMgr–GlobalStrategyMgr–HumanResourceStrategyMgr–CustomerExperienceMgr–Marketing&BrandStrategyMgr–StoreexpeditorsatalllocationsTheCEOMr.Schultzhaschangesatthecorporatelevelresultinginaflatterorganizationbyopeningnewpositionstofocusoncustomers.ThesenewpositionsincludeaGlobalRealEstateDesignmanagerwhowillbeinchargeofcommunications,corporatesocialresponsibilityandpublicaffairs.GlobalStrategyistheresponsibilityofMichelleGass,whowillensuretransformationoforganization.ChetKuchinadwillheadTheHumanResourceStrategywhichincludestheimplementationofnewstorelevelpositions.ThecustomerexperiencewhichincludesstoredesignandmerchandisewillbetheresponsibilityofHarryRoberts.TerryDavenport,andhewillberesponsibleforthemarketingandbrandstrategy.Thisincludesproductdevelopment,andconsumerinsightandunifyingtheStarbucksbrandtothecustomer.Thesenewpositionshavebeendesignedtoenhancethecustomerexperiencebyreconnectingwithwhatcustomerswant.OrganizationalStructure›Flatterorganizationalstructurewill:–Leadtomoreefficientandmoreeffectivebusinessstrategy–Streamlineinformationflowfromcustomerandlow-tieremployeetocorporatelevel–KeepcustomerandbottomlineaprioritytoStarbucksbusinessstrategy–UtilizenewemployeemanualtostreamlineproductionandincreaseemployeeefficiencyAspartoftheirrestructuring,newpositionshavebeenmadetoenhancethecustomerexperienceandto“reconnectwithcustomers”.Newpositionshavebeendesignedtoenhancethecustomerexperiencebyreconnectingwithwhatcustomerswant.Withthisnewflatterstructure,theideaistobeabletomakechangestobusinessstrategymoreefficientandmoreeffective.StarbucksNetworking›“MyStarbucksIdea”socialnetworkingsitelaunchedinMarch2008:–Customersplayroleinshapingcompany’sfuture–Re-ignitesemotionalattachmentwithcustomers–Buildsanetworkofloyalanddedicatedclientele–Allowsopenforumforideasanddiscussion–Providecustomerstheabilitytoprovideideasonproductsandservice–›StarbuckshasdevelopedandlaunchedasocialnetworkingsitecalledMyStarbucksIdea.comthattakestheStarbucksExperienceoutsidethestoreandenablescustomerstoplayaroleinshapingthecompany’sfuture.TheMyStarbucksIdeasocialnetworkingsitewaslaunchedinMarchof2008andhasreceivedover70,000postsfornewideassinceitsinception.OfferscustomerstheuniqueopportunitytoshapethefutureofStarbucksthroughsharingtheirideasonsuchissuesaswhatfoodproductstooffertonewandflavorfuldrinksthattheywouldlikeincludedinthemenu.Siteprovidescustomerstheabilitytoprovideideasonproductsandservicebutitalsoallowsthemtosharetheirideasonsuchareasascommunityinvolvement,socialresponsibilityandmarketingtechniquesUseofITtechOrganizationalEthics›Supportssixpointmissionstatement›Missionstatementisguidingprincipleandholdsitupasafilterfordecisionmaking›Employeetrainingincludesreviewofmissionstatement,customerservicetheoryandcorporateculture›StarbucksNewPartnerTrainingPlanincludestrainingonethics,ergonomics,safety,legalcompliance,hands-ontraining›Starbucksorganizationalethicssupportthecompany’ssixpointmissionstatementwhicharereflecte