Starbucks and the Changing Trends Case Study

Open, View, and/or
Download this Document

Total Length: 1134 words ( 4 double-spaced pages)

Total Sources: 1+

Page 1 of 4

Starbucks

Proposed research into the possibility of Starbucks opening franchises in targeted African Countries and how these franchises will be managed.

The paper is a look at the possibilities of having Starbucks open branches in targeted African countries. INA bid to inform this possibility, the paper looks at the history of Starbucks, the steps and successes that Starbucks has achieved so far, the changes that have been made within Starbucks and the effect of these changes. This will help make the decisions later on whether Starbucks is ready to go into other markets far and outside the U.S.A.

Company situation

Starbucks is an American global coffee company and a coffee house chain that has its base in Seattle Washington. This is the largest coffeehouse company boasting of over 23,000 stores located in 64 countries all over the world. The rapid growth of Starbucks has become a reference success story in the world of business and many people have been taken aback by the company's strategy. The Starbucks stores offer both hot and cold beverages, micro ground instant coffee, pastries, whole bean coffee and snacks. Most of its stores have prepackaged food items as well as items like tumblers and mugs. The Starbucks evening locations offer wines, beers and appetizers as from p.m. Through their entertainment division and hear brand music the company does marketing for music, books and film. The company's products are seasonal and very specific to the store location. Starbucks is committed to offering their customers the best coffee in the world as well as a fine experience while conducting their business in ways that offer a social environmental and economic benefit for the communities where their business is based.

While other coffee shops are normally run independently as small businesses, the Starbucks ones belong to a broad network of coffee houses.

Stuck Writing Your "Starbucks and the Changing Trends" Case Study?

View All Our Example Starbucks and the Changing Trends Case Study

Have A Custom Example Essay Written

The structure of this company is different from the corporate structures of other coffee companies. The current business environment is becoming more and more competitive therefore; every business should strive to ensure that they keep up with this environment. Change is important in any organization since without change businesses are likely to lose their competitive edge and at the same time fail to meet the needs of what most have a hope to be a growing base of the loyal customers. Therefore, in order for Starbucks to grow strong and maintain its status as a global company it has to make some organizational changes. Apart from the transformation agenda, Starbucks has carried out several organizational structure changes to its employees, which will focus more on the enhancement of customer experience.

Changes undertaken at Starbucks

These organizational changes include splitting of the organization into three separate districts to allow better handling of operations and ensure that their clients are kept happy. The company now uses a matrix organizational structure, which utilizes communication channels. This matrix organizational structure is quite an effective way of taking full advantage of all the communication channels that are available. Whether the organization wants to label the organizational structure or not its structure has a big role to play when it comes to the success of its communication within the organization. Starbucks is now utilizing the matrix organizational structure for their benefit in order to serve their customers better. This structure groups employees by the function and product. This structure is normally very flat and the matrix structure….....

Show More ⇣

     Open the full completed essay and source list


OR

     Order a one-of-a-kind custom essay on this topic


sample essay writing service

Cite This Resource:

Latest APA Format (6th edition)

Copy Reference
"Starbucks And The Changing Trends" (2014, July 21) Retrieved May 29, 2024, from
https://www.aceyourpaper.com/essays/starbucks-changing-trends-190660

Latest MLA Format (8th edition)

Copy Reference
"Starbucks And The Changing Trends" 21 July 2014. Web.29 May. 2024. <
https://www.aceyourpaper.com/essays/starbucks-changing-trends-190660>

Latest Chicago Format (16th edition)

Copy Reference
"Starbucks And The Changing Trends", 21 July 2014, Accessed.29 May. 2024,
https://www.aceyourpaper.com/essays/starbucks-changing-trends-190660
   

Open, View, and/or
Download this Document
order custom essay example