星巴克的體驗營銷刺激消費者消費

1.介紹—Introduction
 

Operating or managing a company in this modern, high technology and competitive environment will encounter high risks and challenges. Thus, understanding an organizational behaviour is indeed important. This understanding helps to analyse the culture of the individuals, groups and structures been practised in an organizational which may impact the vision, missions and objectives of the company. Consequently, identifying the organizational behaviour indirectly will help to improve effectiveness and efficiency of the organization.

 

Managing a food and beverage business is never an easy task. As of today, many consumers would prefer to go for fast food after a long day at work. Thus, there are a lot of food and beverage companies mushrooming around the world. Some are franchise outlets. Starbucks has been the world’s fastest growing chain of coffee houses and received numerous awards. This is a place for outdoor business meetings or discussions, relaxation and favourite place for colleagues, housewives as well as students. Despite these, Starbucks do face competition from other coffee houses such as Coffee Bean and Tea Leaf and Segafredo Zanetti.

 

 

2.公司背景（星巴克）—Background of the company (Starbucks)
 

This company started in the year of 1971 from a store named Starbucks Coffee,Tea and Spice. It was built up by three academicians who are Jerry Baldwin working as English teacher, History teacher, Zev Siegel and a writer, Gordon Bowker who shared the love of fine coffees and exotic teas. Besides that, this store has a modest, hand – built nautical fixtures designs. The name Starbucks was chosen in honour of Starbuck, the first comrade of coffee lover in Herman Melville’s Moby Dick. Starbucks is not only famous for its coffee but rather the dark – roasted flavours that the founders adored about. Located at the strategic place of tourist spot which is Pikes Place Market in Seattle, the company enjoyed a tremendous rate of growth and managed to launch second store the following year.#p#分頁標題#e#

 

Ten years later, Howard Schultz who was then the Vice President and General Manager of United States Operations for Hammarplast, elegant kitchen equipment and household producers from Sweden was curious and interested to witness himself reasons Starbucks had been placing significant orders for a similar type of drip coffeemaker. For the first time in his life, Schultz was obsessed with the coffee brewed. Since then, Schultz tried to pursue for a job in this company. After numerous attempts, finally in September 1982, this young man managed to head the marketing and overseeing all the retail outlets of Starbucks. Schultz was a hardworking and determined person as well as a fast learner. At the age of 34, Schultz became Starbucks’ President and Chief Executive Officer.

 

As of today, Starbucks has amassed over 16,000 locations around the world. The company is headquartered in Seattle but incorporated in Washington, United States of America. This coffee house endeavours to provide an unforgettable experience which includes a friendly gathering place, merchandise and gifts, serenade music and high speed of internet services to ease the burden of working adults or students on assignments besides enjoying gourmet coffee at the same time. Starbucks is one of the well known and most popular trademark in America. The company has emerged as the leading retailer, roaster and coffee specialist in North and Latin America, Europe, Middle East, Africa as well as Asia Pacific regions.

 

In Malaysia, Starbucks is operated under Berjaya Starbucks Coffee Company Sdn Bhd. This is a joint venture between Starbucks Coffee International and Berjaya Corporation Berhad. Starbucks outlet is set up throughout Malaysia and is devoted to offer the world’s finest coffee while inspiring Malaysians one cup at a time. Here, the first store was opened on 17 December 1998 at KL Plaza in Jalan Bukit Bintang, Kuala Lumpur. Today, there are 115 stores nationwide. Starbucks has a high commitment to being a good neighbour and positive impact on every community it enters. In addition, to be align with the consumer’s health awareness and creating a healthy lifestyle, Starbucks is working together closely with suppliers to supply non fat milk, soy milk, sugar – free syrups and removing trans fats while retaining the quality, flavour and nutrition in the products.

 

3.星巴克刺激消費者銷售的方式—Ways Starbucks motivate its people
 

Starbucks has been treating its employees exceptionally since the company started to operate in 1971. According to the CNN.com, Starbucks was bestowed 7 out of 100 best companies to work in the year 2008. The company has impressive reputation as an employer who well planned the human resource strategies, cultivates a good corporate culture and ensures the employees’ benefits. In the opinion of Howard Schultz, the customers always come second as the company built a strong psychological contract with the employees. The employee happiness is anticipated on the customer in the form of enthusiasm. Each Starbucks store is managed by a store manager, two assistants, four shift supervisors and approximately fifteen partners (employees) who have work rotation depending on the location and business hours.#p#分頁標題#e#

 

3.1 交流—Communications

Starbucks practiced a flexible and progressive work environment that fosters open, two way communication. Partners are encouraged to voice out concerns, doubts and raise questions through the Mission review and Business Ethics and Compliance programmes. This is an internal communication via store portal or partner – specific websites. Through proper way of communication, the management of Starbucks would be aware, investigate the conflicts and seek to resolve the issues or make improvements. Besides that, this will help to assess whether Starbucks is living up to the mission statement, guiding principles as well as legal and ethical standards. Communication will motivate its people to work as the partners are given opportunities to voice out in addition to their concerns and suggestions have been taken into consideration.

 

3.2 薪水,福利和利益— Salary, wages and benefits

Components of the benefits working in Starbucks include competitive basic salary, lucrative bonuses, worthy overtime claims, comprehensive health coverage, income protection, vacation, stock options, saving program, adoption benefits, tuition reimbursement and partner perks such as discounts on merchandise available in the store. Furthermore, Starbucks has expanded the management incentive program to include more employees. However, salary remunerated in Starbucks varies from each individual as it depends on the knowledge, skills and experiences required for the specific job.

 

As most of the partners in Starbucks are students, they regard their employment as a flexible source of extra income. This is because most of them are willing to work during the weekends or public holidays where a lot of customers will patronize the store. Several of the regular partners are granted full – time benefits even though it is only a part time commitment. Therefore, this attributes to motivation which encourages the people to work and enjoy job satisfaction.

 

3.3健康和好處— Health and Wellness

Starbucks offers a comprehensive and affordable medical coverage to all eligible employees of the company. Partners are encouraged to participate in the wellness education, consultations and work outs to maintain their health. In United States, virtual coaching through website and community networking tools are implemented.

 

Repetition motion injuries such as stiffness and soreness may occur to partners when a particular task is repeated after working for a period of long time. Therefore, there will be a rotation of positions among the Baristas at the bar approximately every an hour but 30 minutes during busy period. Recommendations of warm up and exercises being introduced to all partners too.#p#分頁標題#e#

 

3.4 培訓方式和事業的發展—Training and Career Development

In Starbucks, best trainings are provided to all the partners to support high performance of their task and delivering a high quality service to all communities. Moreover, a variety of opportunities available for them to develop further skills and deepen their skills to secure the right career within them. This training includes leadership and personal development, customer focus orientated and cultural awareness. Different trainings are carried out for each position. In addition, Starbucks also provides job preparation tools. For example, resume writing and interview tips to assist partners in advancing their careers. Nevertheless, Starbucks has the culture to look internal first which means current partners are being promoted rather than recruiting a new one.

 

4.總結—Conclusion
 

In conclusion, employee turnover is a common process in every type of organization. However, the organization itself should look into the factor of this issue and identify the source of motivators which can retain the employees in the company. On the other hand, Starbucks had identified four main motivators as discussed above. Each motivator differs from individual as every partner will have different goals in life as well as needs.

 

5.建議—Recommendation
 

Based on the survey and interviews done, Starbucks has done a great job and deserved to be honoured with all the awards. Even so, there is always a room for improvement and efficiency no matter how well an organization and its people may seem to be operating.

 

Despite all the lucrative benefits given, the management team should be responsible to initiate, explaining and informing the partners on Starbucks benefit package to create awareness among them. This should be an on – going process. Managers who build a solid foundation of shared goals will experience soared employee loyalty and satisfaction. Without realising, this will nurture a positive work culture and keep hold of them with the company.

 

Besides that, Starbucks should continue to develop more training programmes conducted indoor and outdoor for all the partners. For example, organizing team building. When all the partners get to know each other well and communicate, eventually they can work as a team. These characteristics will help in effectiveness efficiency in carrying their tasks in store.

 

6.參考文獻—Bibliography
 

Numerous websites and manuscripts had helped me to gather my information and accomplish this question. These include:

 

1)  Starbucks Corporation Fiscal 2007 Corporate Social Responsibility Annual Report#p#分頁標題#e#

 

2) Zainal Ariffin Ahmad, Lilis Surienty, Azura Abdullah Effendi, Junaimah Jauhar, Siti Rohaida and Tanuja Sharma, Understanding Organizational Behaviour, Oxford book publisher, published on 2009.

 

3) McShane and Von Gllinow, Organizational Behaviour, McGraw Hill, published on 2010.