Starbucks 's Diversity : Starbucks

Their position is to encourage diversity because of the diverse community it serves. To that end, Starbucks has partnered with a network of associations and groups promoting education and information from a wide range of organizations such as: The Starbucks Access Alliance for partners with disability; Starbucks Black Partner Network, a forum for African Americans; Starbucks Emerging Workforce Network providing assistance for finding the balance between work and life with the goal to increase productivity when personal commitments are met; Starbucks Hora del Café for learning and participating in Hispanic culture; Starbucks Pride Alliance supporting lesbian, gay, bisexual and transgender partners; Starbucks Armed Forces Support Network dedicated

One of the main consumers for Starbucks is the ‘serious coffee drinker’ upscale market, It displays the dedication of providing the best coffee.

Seattle based, Starbucks Corporation is the leading coffeehouse chain in the world. The company has its operations in more than 44 countries. The main products offered by Starbucks various kinds of drinks, snacks, coffee beans. The company also operates in the field of marketing of music, books (The Company, 2008).

Starbucks has developed a brand image that has revolutionized coffee drinking experience. It has created an ambiance that is designed to attract customers and keep them coming back to Starbucks stores. It offers wide varieties of services such as comfortable seating areas with unique music and free wireless Internet for their customers while sipping their favorite coffee. This distinctiveness sets Starbucks apart from most of its competitors and has allowed the company to successfully grow and profit while charging premium prices for their products.

starbucks Corp., an international coffee and coffeehouse chain based in Seattle, Washington, has expanded rapidly since its opening in 1971. These outrageous success was due to its well-developed strategy vision which lay out the company's strategic course in developing and strengthening its business. Starbucks is a global corporation that sells authentic coffee in 30 countries, reporting revenues of nearly $5.1 billion in 2006. The main goal of Starbucks is to embrace diversity by applying the highest standards of excellence. Starbucks strives to perfect the relationship with the working class by making the service as fast as possible because they believe that every customer has their own personal rate. One

Many people think that Starbucks is just a company that sells coffee. Beginning our diversity audit, that’s what our group thought as well. As we began our research we uncovered a company that we could not have imagined. Starbucks has embraced diversity, and in many ways, is a trailblazer. Starbucks is involved in a plethora of diversity efforts, both in achieving diversity and managing diversity within their corporation. Starbucks becomes deeply involved in promoting diversity by creating Partner Networks (“Diversity and Inclusion”). A partner is an employee of Starbucks, and Partner Networks are support systems created and supported by Starbucks to help their diverse staff feel included and welcome. Partner networks include Starbucks Access Alliance Partnership, which promotes increased accessibility and use of Starbucks facilities for customers and Partners with disabilities (“Diversity and Inclusion”).

To ensure brand richness, Starbucks bring the best ingredients and quality control, they also assure that all the employees are constantly involved and be aware of its mission and vision.

Starbucks is one of the most recognizable coffee retail chains in the world. Their brand focuses on high quality coffee using specialized roasting of beans from many countries around the world.

The world renowned Starbucks Corporation (New York Stock Exchange: SBUX) has gone from a Seattle-based company to one of the world's most powerful and recognizable brands of high-quality coffee. Starbucks welcomes millions of customers through their doors every day in

Starbucks Corporation is a multinational company based in United States. It was founded in the year 1971 and is headquartered at Seattle, Washington. Starbucks is engaged in the business of selling coffee, coffee beans and different types of bakery products all over the world. The company also has a division known as Starbucks Entertainment division which is utilized for marketing films, music and books (Yahoo Finance, 2012). The coffeehouses owned by Starbucks are known for its relaxing atmosphere and the stores are mostly located in places where there is high traffic. This study entails about the diversity audit that have been conducted for Starbucks. The findings of such diversity

coffee in the world. The goal of Starbucks is to establish the company as the premier purveyor of the finest coffee in the world while maintaining the organization’s uncompromising principles. In addition, Starbucks wants to develop its brand beyond being the preferred outlet from which to purchase coffee to becoming the preferred consumer brand.

Starbucks is acclaimed for its superior value proposition in the early 1990’s by creating an experience around the consumption of coffee, a ‘third place’. The brand is positioned to offer the highest quality coffee, close customer intimacy, and warm atmosphere or ambience.

Starbucks first opened its doors in Seattle’s Pike Place Market with the name being coined from that of Moby Dick’s first mate (Schultz & Yang 1999). It has spread its shops across North America, all over Europe, the Middle East, Latin America as well as the Pacific Rim with an estimated 35 million customer weekly (Michelli, 2008). With tremendous growth from a small time coffee shop, the company has matured to an international icon that today it is one of the world’s leading retailer, roaster and brand specialty coffee (Story, 1971). The company offers whole bean coffees, espresso beverages, and confectionery and bakery items.

In this epoch of globalization, cultures surge globally at a rapid pace. Be it listening to Western music in Taiwan, watching Japanese animation in Indonesia, or consuming Thai food in America, the everyday life of most people involves experiencing cultures brought in from another part of the world. This flow of cultures, according to George Ritzer and Paul Dean (2015), has three divergent dynamics: cultural convergence, cultural hybridization and cultural differentialism. Cultural convergence highlights that cultures are becoming increasingly similar while cultural hybridization suggests the production of distinctive blends due to the merging of global and local cultures. In contrast, cultural differentialism emphasizes on the difference between cultures (Ritzer and Dean 2015). The flow of global cultures include not only media but also physical forms such as food and beverages. In particular, one of the most successful and

Starbucks’ product is a casual experience in a comfortable atmosphere where the customer can enjoy a premium cup of coffee and a newspaper or relaxing conversation with friends.