Starbucks : Business With International Brand Recognition

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Starbucks Corporation was started by three Seattle entrepreneurs in 1971 and their prime product was the selling of whole bean coffee. Today, Starbucks is the world 's number one specialty coffee retailer with its presence worldwide and also sells whole bean coffees through a specialty sales group and supermarkets nationwide. Starbucks has another shared project partnership called Tazo Tea Corporation where a line of premium tea are manufactured and sold at their merchandised stores. The company offers an extensive variety of products like Frappuccino brunette drinks, Starbucks Double Shot with a line of super premium ice creams, Tazo’s line of innovative teas and music 's compact discs that improve the Starbucks experience through…show more content…
This is related to quality and cost as it leads to better quality working environment. Also, this prevents Starbucks from experiencing legal prosecution expenses from employees or visitors. It believes the workplace culture and safety practices compete favourably with others in the retail and food service industry. People Change: At Starbucks, it is not only a gourmet coffee that is being purchased; it is also a key element of making an experience. As the coffee shop’s success is reliant on gaining repeat customers, the perception of friendliness of service can be very important in creating the desire of the customer to return, it needs to be friendly but professional without being over familiar (Kotler and Keller, 2008). It is of the right quality, dependable, and sufficiently flexible in terms of the way that the service is delivered to multitask and achieve the goals. However, there is a need for balance here, as friendly service may take time and as such may impact on the service speed. Change Approach Resistance to Change: When management at Starbucks elevated existing administration and reporting structures, staff was initially left without direction. Reporting networks, processes and objectives were not clearly communicated causing a lot of ambiguity. Consequently several staff resigned as they felt distressed and confused about what was
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