Board Committee Organization Structure Of Starbucks Marketing Essay

dialog box deputation Organization Structure Of Starbucks marting EssayIn 1971, four people fill with passion of hot chocolate open their first drinking chocolate retail store-Starbucks in Seattle, Washington. By 1981, the company had 4 retail stores, which were sale whole bean coffee tree. Howard Schultz, who is the chairman and CEO of Starbucks, was hired and join the marketing afternoon team in 1982. At that time, Schultz postulateed to create an idea that Starbucks become Ameri kittys third place to go, which is a place people can enjoy, relax themselves and not far away from work or home. Hence, Schultz suggested company set up an espresso bar in the retail, hence, the idea was allow to test in the sixth store in 1983. From then on, the development of company outgrowthd pointificantly. Few years later, Schultz bought Starbuck. After Schultz took over the company, Starbucks turn into spunky-speed expansion stage. By 1992, Starbucks already had 140 stores, which service d coffee, beverage, cake and few stores even sold jazz CDs (Tuck crease school, 2002). Now, Starbucks is worldwide company with 17,800 stores in 49 countries including more than 10000 stores in US, 1000 in Canada and 800 in UK (google map, 2010)MethodsData collection methodsMethodologyAs members of Group 8 (ASB 4431 Organisations People Assignment Groups 2010-11) perusing a Masters course in Bangor University, fair game d unmatched a report on Starbucks critically evaluating the plaques coordinate, strategy, gardening, and forethought/leadership style.Data collection methodThe research strategy that the m persona utilized is the explanatory or Analytical research approach. As this study is based on our analysis of Starbucks, structure, glossiness, leadership and other issues would be explored questions will gather up answering thereby a need to understand the phenomena. The use of a Qualitative data analysis will be sedulous since the data we use will all be non-numer ic data. Saunders et al, (2009)Source of dataSecondary data was obtained from already existing data mainly from Starbucks website, other mesh sources, journals and textbooks.Issues and challengesThere ar three issues considered in this report, first is the resource constrains, intimately of the articles we found argon all available online, tho not all of them ar free to assess, particularly for those authoritative articles that always need to pay to assess, for example, the book named Pour Your Heart Into It How Starbucks Built a partnership One Cup at a Time, which pen by Starbucks CEO Howard Schultz is a good reference for our report, however, we can not assess it without buying it. Second issues is the lack of critical revue for Starbucks, most written report we found was regard Starbucks as the positive example in explaining brassal behaviour, there is no doubt that Starbucks doing a colossal job in recognise their employees, however it brings challenges to be criti cal in our report. The final issues is the ethical and legal issues, as all the article we found can published publicly, and we all using capture reference, as a result, there is no ethical and legal issues to consider for our report.AnalysisIn this study, qualitative data analysis has been conducted to evaluate the schemeal let of Starbucks order rather than using quantitative analysis such as statistical analysis. In order to gather the data, remote data collection, such as internet search and literature review roughly has been mainly conducted. The purpose of this study is to critically evaluate the validation structure, strategy, culture and management or leadership applications of Starbucks Corporation, thence all information argon gathered by internet search and literature review. In order to analyse gathered data to evaluate feature of Starbucks Corporation, observed data analysis method has been practiced. Comprehensive search for several facts related to structure, strategy, culture and management/leadership applications of Starbucks, has been executed by using Internet search and literature review. Afterwards, critical evaluation has been conducted to link all information organically. Finally, all analysis results were integrated and final conclusion has been created.ResultsOverview of unified strategy business goalsMission controversyA mission statement is a legal brief description of an organisations fundamental purpose, which is steered in outlining the existence of the organisation this is to enable members of the organisation to be awargon of the companys purpose as well as the general public. (David, 2009)A mission statement should be a short and brief declaration of goals and objectives. The particular goal of any business is to maximize stakeholder worth, which includes sh areholders of the business, business employees and clients or customers who purchase business goods and services. (David, 2009 Abell, 1980)Diverse works have o utlined what should be covered in a mission statement (Abell, 1980 Pearce and David, 1987). It is not the content of the mission statement that really matters but rather the process used to prepare the document and the principles employed to fulfil the prepared document (Mullane, 2002).In the mission statement of Starbucks which talks about(predicate) inspiring and nurturing the mankind spirit one person, one cup and one neighbourhood with principles to live out both day as an organisation to fulfil their mission statement.The principles below are what Starbucks employ in achieving their mission statementOur Coffee It has always been, and will always be, about theatrical role. Were passionate about ethically sourcing the finest coffee beans, roasting them with owing(p) do, and improving the lives of people who grow them. We care deeply about all of this our work is never done.Our Partners Were called partners, because its not just a job, its our passion. Together, we embrace diversity to create a place where each of us can be ourselves. We always treat each other with respect and dignity. And we hold each other to that standard.Our Customers When we are fully engaged, we connect with, laugh with, and discover the lives of our customers even if just for a few moments. Sure, it starts with the promise of a perfectly made beverage, but our work goes far beyond that. Its really about human connection.Our Stores When our customers feel this sense of belonging, our stores become a haven, a break from the worries outside, a place where you can meet with friends. Its about enjoyment at the speed of deportment sometimes slow and savored, sometimes faster. Always full of humanity.Our Neighbourhood Every store is part of a community, and we take our responsibility to be good neighbours seriously. We want to be invited in wherever we do business. We can be a force for positive action bringing together our partners, customers, and the community to contribute ev ery day. Now we see that our responsibility and our authorization for good is even larger. The world is looking to Starbucks to set the new standard, yet again. We will lead.Our Shareholders We know that as we incline in each of these areas, we enjoy the kind of success that rewards our shareholders. We are fully accountable to get each of these elements right so that Starbucks and everyone it touches can endure and thrive.environmental Mission Statement Starbucks is committed to a role of environmental leadership in all facets of our businessOur Starbucks Mission Statement Our mission to inspire and grow the human spirit one person, one cup and one neighbourhood at a time.(Starbucks Our Mission Statements) crease strategyTo understand and analyse corporate strategy and business goal of Starbucks, we firstly need to have a clue of what corporate strategy is. By Johnson and Scholes, corporate strategy is defined asStrategy is the direction and scope of an organization over th e long-run which extend tos advantage for the organization through its configuration of resources within a challenging environment, to meet the demand of markets and to fulfil stakeholder expectations.In the case of Starbucks, the organization is employing Porters Differentiation Focus Strategy. This strategy provides a product or service to a specific market recession and differentiates from competition in specific areas. (Rebecca Larson, 2009) Starbucks does not exist as a low-cost company to the competitors. It focuses on the circumscribedized selections, provides specially tailored lines of coffee and tea related products for a premium price.Starbucks does not promote itself by using traditional means they generally concentrate on high-level marketing and mark by word-of-mouth, as well as alliances and partnerships. They try not to promote the company, however automatically they are promoted by providing customer support and similarly their gauzy works in which up to now has becoming a successful strategy.By the companys hard work, focusing on details and ethical decision-making, customers have experienced a wonderful service, as a result, the company gradually built up its reputation and becoming one of the most valuable spheric brands.(Theodore,2002,p.62) It is marvelous that Starbuckss achievement with very few commercials, ads or any other kind of marketing means.Starbucks could not become a coffee-related products giant retailer and remain long- condition success only by selling coffee on its own. One important part of the companys strategy is strategic alliances, which could overly be called joint stake approach. This strategy leads the globalization of the company with higher recognition and reputation of the brand also exposing the brand to other potential customers. The variety of companys products is relatively being expand demographically and geographically.For example, in order to advance social and economic equality, the company all ied with NAACP, the company donated and together with NAACP organized events for social equality has becoming a great success. It showed that Starbucks is no longer a simple business organization, it also exists as a charity and that brings the company higher reputation. They also partnered with Barnes and Noble bookstores to be the in-house coffee shop in 1993, (Isidro, 2004) co-produce coffee-related drinks such as Starbucks Frappuccino with PepsiCo from 1996, formed alliances with ice-cream manufactures and hotel chains to offer Starbucks brand and flavored ice-creams and Starbucks coffees within the hotels (Rebecca Larson, 2009).Explanation of organisational structure panel mission organization structure of StarbucksThe structure of Starbucks Company is shown in Figure 1. As mentioned by Starbucks Corporation Fiscal Annual Report (2009), as group member of the dining table of Directors, Howard Schultz was found to Companys chairman and chief executive. Barbara Bass, William W . Bradley, Mellody Hobson, Olden Lee, James G. Shennan, Javier G. Teruel, Myron E. Ullman and Graig E. Weatherup were appointed to director individually. Kevin R. Johnson and Sheryl Sandberg were appointed to Chief Operating Officer individually. Additional, Starbuck Corporation consisted of 38 members of Senior Officers. Board Committees are composed of Audit and Compliance Committee, Corporation Compensation and Management Development Committee, Nominating and Corporate ecesis Committee. report work Design Board of DirectorThe Board of Director inclusive twelve members, independence of each member are requested to meet of the NASDAQ Stock Market efficiently. When Board getting direction about recommendation of the Nominating and Corporate Governance Committee, the Board of Directors will appoint a new member in case of there is a vacancy phone line occur on the Board. The Board of Directors of Starbucks Company are responsible for monitoring company formers and ensuring that the company business meet goals which is requested by shareholders. The Board have responsibility to select nominees for the Board of Directors who have appropriate qualifications and diversity of backgrounds experiences. And also, it is in charge of appointing chief operating officer. (Starbucks Corporation Fiscal Annual Report, 2009)Composition Job Design Audit and Compliance CommitteeThe Audit and Compliance Committee are in charge of financial reporting and knowledgeable, external audit processes. The Committee assists the Board of Director reviewing financial issue.The Committee was appointed from the Board of Directors. The Committee have three members at least and all of them shall match The NASDAQ Stock Market requirements independence. The Committee be recommended by the Corporate Governance Committee, and finally appointed by the Board of Director. The Committee has authority to investigate any financial activeness and free access to members of management. It is retai n independent legal counsel. All employees have responsibility to assisting members of the Committee investigation (Starbucks Corporation Audit And Compliance Committee Charter, 2010)Composition Job Design Corporation Compensation and Management Development CommitteeThe Compensation and Management Development Committee has responsible for working with management to attain appropriate compensation practices for the Company. There are deciding the benefits and compensations for senior officers of the Company. The Committee consists of three members at lease, which one member be required come from Board of Director. The members of Committee will be pointed from Board as well. The Committee conducts an annual review of companys compensation for Senior Officer instead of president and chairman. Together with the chairwoman of the Corporate Governance Committee, the Chair of the Committee shall annually review the performance of the president and chief operating officer and meet with them to share the findings of such review when after discussing with the member of independent directors of the Board (Starbucks Corporation Compensation and Management Development Committee Charter, 2010).Composition Job Design Corporation Nominating and Corporate Governance CommitteeThe Corporate Nominating and Corporate Governance Committee is responsible for developing and implementing policies and procedures of the Board of Directors. They are intended to constitute and organize appropriately to meet its obligations to Starbucks Company and its shareholders. The Committee will be comprised of at least three members, all of whom have to meet the independence requirements of the NASDAQ Stock Market, LLC as well as. Under Board of Directors direction, members of the Committee and a Chair of the Committee shall be appointed. The Board of Directors shall appoint a new member or members, which is a vacancy on the Committee. The Committee have professional capability to assist Board identifying candidates personality. Reviewing the Companys Corporate Governance Principles and Practices annually according to changing shareholders interests and suggesting appropriate modifications to the Board of Directors. And evaluate the overall potential of the organization of the Board Committees performance.Evaluation of the organisation structure of StarbucksAccording to SeaZone (2009), organisation structure of Starbucks Company is Matrix structure.This is one type of organisation structures that is presented by Gareth Morgan. The organisation structure is quite important to manage organisation, it plays important role for organisations activities.Moreover, the organisation structure is related to its business purpose and aims. (Mullins, 2005) Matrix structure is the organisation structure that has both of vertical structure and strong horizontal structure. It requires employees to have 2 reporting relationships concurrently.In this structure, employees work in provisi onal group constituted by employees from different function.There are two lines of authority in this structure and employees have two stereotypees in their team namely boss for their project and boss for their function. (Mullins, 2005)Specific future of intercellular substance structureMatrix structure provides organisation flexibility, and contributes to relieve security and control of project information.Moreover, organisation can have a possibility to develop stuff well.(Mullins, 2005)However, there are some disadvantages of matrix structure.At first, there is terminal point of number of employees who report to the project director directly, because most of all stuffs are assigned from department managers.This state of affairs whitethorn lead uncertainty in organisation and employees may be unwilling to accept that their situation is formd constantly and willing that they establish in their functional group.Next, matrix structure has a possibility that organisation make mor e complex.Thirdly, extension of the authority of manager to the stuff coming from other sections can be a course of problem in organisation.Finally, it is expected that functional group may not worry to their normal tasks and role.(Mullins, 2005)What is required in matrix structure?Matrix structure strongly deeply rely on teamwork spirits, it demand culture of co-operation.In this structure, managers are required high level of behavioural and management ability and organisation needs culture of collaboration.It is necessary to educate employees to support other stuffs and to create the teamwork spirits.Moreover, stuffs essential have a special competence to solve the conflict in their team in the matrix-structured organisation.How organisation structure works in StarbucksThere are some disadvantages in matrix structure as mentioned before, however, Starbucks, especially Howard Schultz, CEO of Starbucks Company, may have understood these problems. Therefore he gave special statemen t to employees when he expanded Starbucks structure to reinforce their internal and external communication in 2008.He has explained the difficulties of doing business in situation in those days and strongly suggested change of not only structure but also employees in order to enhancing the customer experience.In that message, he also stated that structure of Starbucks Company set about the revolutionarychange, however it was necessary to improve customers and stuffs experiences and recapture the vigour and benefits in the company.As he explained in that message, he recognised or realised that this geomorphologic modification was hard for some stuffs owing to increase and complex of their tasks, however he also described that he made this decision understanding these kinds of issues.He explained that he had decided this numerous change of structure with speculation and he respected for stuffs concerned. (Starbucks, 2008)Analysis of organisational cultureWith the development of econo my, the competitions between companies not only aim at the product they offered but also their internal organisation culture. Deal and Kennedy researched organization culture for 15 years and they found that organisation with weak culture always beaten by organisation with strong culture (1999). Edgar Schein who is generally consider the father of organization culture defined that organization is a human body of basic assumptions invented, discovered, or developed by a given group as it learns to cope with its problems of external adaptation and internal integration that has worked well becoming to be considered valid and, therefore, to be taught to new members as the correct way to perceive, think, and feel in relation to those problem (1985). Organization cultures pay attentions to individuals in a organization that it establish an appropriate platform make individual join in the organization quickly and help people work together toward the same organization goals. In additio n, organization culture help employee improve their personal ability and knowledge to maximum. In the meantime, organisation culture forms the external performance and reputation, which are important to decision making during purchasingStarbucks is one of the successful chain coffee stores. It is because it has a unique organisation culture. In order to understand internal culture in Starbucks, we will use the Great Holsfedes cultural framework. Holsfedes used different five aspects to evaluate culture, which are power distance, individualism, masculinity, uncertainty avoidance, long term orientation (Holsfedes, 1991). . Base on this model, it can reveal that Starbucks have long power distance, because every employee in Starbucks have the same basic rights no special treatment. In addition, for the gander issue, Starbucks view all the employees the same regardless of their gender, thus, Starbucks has high masculinity and femininity. And it also has low uncertainty avoidance due to i t have a extensive number of brunch stores abroad, Starbucks has to take huge risk for that. In terms of collectivistic, Starbucks belongs to high collectivistic, although it have branch store everywhere, but there is a issue team to conduct the whole company. Starbuck still pay attention to environment and other charity event, so Starbucks is long term oriented.The strong power of Starbucks organisation culture appeals a great number of people, including both consumer and potential employee. Great quality of coffee and well service make Starbucks become a global company with hundreds of chain stores. Its organisation present a great service, consumer always be expected to be confronted with enthusiastic well trained employees with a great number of coffee knowledge and their service always base on consumers need.Starbuck also appeal people because of its values. As we talked above, Starbucks support many organisations in a long term, such as Conservation International, The Earth watch Institute, Save the Children, Mercy Corps, the African Wildlife Foundation, and Planet Green. Starbucks convey a message that corporations need to concern about the society and environment around them. And then, Starbucks establish diversity internal working environment in order to satisfy the entire consumer.The strong organisational culture in Starbucks also embodied in the way they treat their employees. Starbucks hold a job fairs every year in different places, and there are also some guidelines for manager to interview the candidates and test whether they have full knowledge about the companys product, and who are adaptable, dependable and passionate in interacting with customers. Starbucks also need to deal with hundred of thousands of online applications using software developed by Taleo, this software help to screen out the candidates by answer the basic information and skills-based questions (Weber G. 2005). After recruiting people, Starbucks will also offer 24 hours of trainings to their employees, and learn how to use espresso machines, how to interact with the customers, the process and production of coffee beans. During the training, employees also need to understand the companys mission statement, and bring company culture to their customers (Cesario Minor, Jr. 2009), Starbucks spends more on recruitment and development than on advertising which in 2004 is $68.3 million (Weber. G.2005), the mangers and assistance mangers also have trainings in computer, leadership and coffee knowledge. As Starbucks offers both product and services, people become an important factor in maintaining the quality, Starbucks treat their employees as partners by connecting their contribution to companys market value, and give the prospect to share the success in the company, their employees are highly involved in companys activity by reporting their concerns to companys Mission review team, each employee will ask for a comment card when they newly hired, and the y can write down some suggestion, advice or disagreement in management decisions, the managers will response and sign for all the comment cards within two weeks, and their CEO Howard Schultz also review all the comments every month(Cesario Minor, Jr. 2009), the high involvement also increase the level of responsibility to the company.Starbucks also well known in retaining and rewarding their employees by good salary, stock options and health cares, according to Thompson Strickland (1999), the store employees were paid $6 to $8 per hour that is above the average minimum takes, their employees can also paying the initial years price and receiving the current years price by cashing in one-fifth of the shares granted each succeeding year. Part-time staffs is the major workforce in Starbucks, and they receive the same health insurance as full-time employees, the insurance including preventive care, crisis counselling, dental care, eye care, mental health care and treatment for chemical dependency. Howard Schultz also been invited to white house and meet with president Clinton to brief the Starbucks health care programme in 1994. Starbucks have a relative low turnover rage compare with the other companies, the turnover rage for Starbucks was about 65% compare with 150% to 400% for other retailers and fast-food chains, and the turnover rate for store manager was much lower, which is 25% compared with 50% in other retailers.Starbuckss organisation culture, especially the strong spiritual culture appealing lots potential employees, employees not only attracted by the salary, stock plans and health care, they would like to work for Starbucks because the trust, power and autonomy given by the organisation, Starbucks promotion for fair trade and environmental contributions also bring positive image and reputations.Critical evaluation of Management leaders practicesCE for business goalCE for organisational structureCritical evaluation of Management and Leadership practi cesAs we have described previously, the organisation structure of Starbucks is the matrix structure. This structure influence management style and leadership style, too. The matrix structure strongly relies on the teamwork and relationship between employees and managerial stuffs. In the matrix structure, a line of command and report is complicating and the line is changed frequently. Therefore, employees are required more complex work rather than in other organisation structures. Moreover, organisation moldiness provide employees good statement system to create teamwork spirits in organisation. Additionally, in order to lead employees in the matrix structure, strong leadership and well-organised management style is necessary. (Mullins, 2005) It would appear that Starbucks Company might be able to overcome with these problems coming from disadvantage of the matrix structure and achieve to create good working relationship atmosphere. Therefore, they have been awarded a prize of 100 B est Companies to Work For by Fortune during 1998 to 2009, except 2001. (Starbucks 2010)CE for organisational cultureThere are two critical issues to discuss in Starbucks culture, firstly, David A. Pace, who has been an Executive Vice President of Partner Resources of Starbucks Corporation since 2002 said that, even company were to hit hard times, the strategy of above-average coronation in training and rewarding employees isnt going to change (Weber G. 2005). Starbucks now is an successful company, and Paces announcement really help to build a good reputation on taking social responsibilities, however, once the company suffer from the crisis, can they still keep the promise, if they can, it helps to gain more support from their employee, but if they cant, the employees will feel thwart and may break down the reputation.Secondly according to Weber G. (2005), Howard Schultz, the CEO of Starbucks on October told Business week Online that, for the following two years, Starbucks would spend more on employee health care costs than it does on coffee. What Schulze said may have both impacts on their employees and customers. For their employees, they will feel appreciate and proud to work for Starbucks, and it may also attract more people desired to work for Starbucks. For Starbucks customers, some may feel Starbucks is a responsible and ethical company and feel lucky to buy coffee from Starbucks. However, spending less on coffee may misleading other customers that the company will pay more attention on employee health care rather than coffee, customers may feels they are not regarded.Conclusions recommendationsConclusionBusiness goalOrganisational structureAs previously mentioned, Starbucks adopts matrix structure for their organisation structure. (SeaZone, 2009) Matrix structure has a complex aspect owning to the characteristics of that structure, namely it has both of vertical structure and strong horizontal structure. Matrix structure provides organisation fle xibility, and contributes to keep security and control of project information. Moreover, organisation can have a possibility to develop stuff well. (Mullins, 2005) On the other hand, matrix structure has disadvantages, for example, it has limitation of number of employee who report to the project manager directly, moreover, matrix structure has a possibility that organisation make more complex. (Mullins, 2005) However, Starbucks seems to have good relationship and well-organised education system for managerial stuffs to overcome with these disadvantage and they seems to convert these disadvantages to advantages of matrix structure. Moreover, Howard Schultz, CEO of Starbucks, has strong leadership and he is trying to encourage stuffs in order to achieve their business well. (Starbucks, 2008) In reality, the fact that Starbucks have been awarded a prize of 100 Best Companies to Work For by Fortune during 1998 to 2009, except 2001 gives evidence that many stuffs who are working for Sta rbucks satisfy to work in this circumstances. (Starbucks 2010)Organisational cultureTo conclusion, the Comprehensive and thoughtful organisation culture is Starbucks core competitive strategy, which is not only appeal potential employees but also the customers. Almost all the customers satisfied Starbucks services because they are treated very well. At the same time, they are faced with passionate employees and high quality coffee. For employees, they have well trained before they participate in the work formally, which allow them to introduce customer professionally. In addition, employees are satisfied with the wage and even part-time employees have the insurance as well. Feedback makes Starbucks culture special then their company. Their employees have the rights to write down their disagreement or suggestion to company.RecommendationsBusiness goalOrganisational structure(included in conclusion)Organisational cultureAs we know, Starbucks turnover rate is low, because their rewardi ng system attracts a great number of employees. We recommend company could change its rewarding system to performance base system, which means employees rewarding base on their personal working performance (e.g. set up best employee of the month/year). In terms of health care of employees in Starbucks, it is excellent to treat their employees in such a good way. However, consumers need an image that Starbucks devote itself to improve the quality of coffee and develop the environment in stores. Hence, we recommend Starbucks could increase spending on retail store decoration and offering more kinds of food.