Background of Organization
Starbucks tries to implement the product improvement strategy by creating well suited product line. They also implement lean techniques for achieving operational excellence (Thompson and Lonnie 1999). They also implement staff development through training and even implemented the quality services to customers.
Starbucks objective is to open 50 outlets in less than 4 years, and gain market share by 75%. They are also working on creating brand awareness (Alfie 1993).
To set up Starbuck as best supplier of finest coffee all over world through maintaining unbending principles
Starbucks operate and compete in coffee retail industry. Due to economic crisis, consumer spending got less on luxury items and they select to purchase low price goods, instead of high price coffee. Coffee industry grew with low yearly growth of 0.9% in 2008-2013 by present revenue of $29 billion in the United States. It’s forecasted that it might increase by 3.9% in coming 5 years (Talloo 2008).
Coffee retail industry is mature, and Starbucks has more than 60% of market share that gives them power in determining trends of industry (Talloo 2008).
US coffee and Snacks retail market share
Starbucks rewards are its bonus that is achieved through goals achieved, partner discounts, store discount and tuition assistance (Frey and Margit 2002). Their bonus is also based on sales, shrinkage inventory, as well as controllable expenses. They also give bonuses based on performance (Vroom 1964).
Alfie, K. 1993. Rewards verses learning: A response to Paul Chance. Phi Delta Kappan, 74, pp. 783 – 787
Frey, B.S. and Margit, O. 2002. Successful management by motivation: balancing intrinsic and extrinsic incentives. Germany: Springer-Verlag Berlin
Talloo, T.J. 2008. Business Organisation & Management. New Delhi: Tata McGraw-Hill
Thompson, J.R. and Lonnie, A. J. 1999. Student resource: Starbucks Corporation. Strategic management, 11th ed. New York: McGraw-Hill.
Vroom, V.H. 1964. Work and Motivation. New York: Wiley.
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