{{B}}The Success of Starbucks{{/B}}
Because of rapid globalization over recent years, the competition around the world becomes more intense, especially for the service industry with the similar products. The most critical point for business to succeed is not only the quality of products they supply, but the atmosphere of cooperating and the amount from yield of teamwork in retail sales. The employees who always deal with customers and can realize what customers really need are first-line staff. Therefore, it turns to be essential for companies to motivate, reward and train their employees to be the best quality personnel.
Starbucks began by three friends, Jerry Baldwin, Zev Siegl, and Gordon Bowker, who knew each other in the University of Seattle. In 1971, the first name of their store is "Starbucks Coffee, Tea, and Spice" in Seattle, Washington's Pike Place Market. Starbucks Corporation, the most famous chain of retail coffee shops in the world, mainly benefits from roasting, selling special coffee beans and various kinds of coffee or tea drinks. It owns about 4 000 branches in the whole world. Moreover, it has been one of the most rapidly growing corporations in America as well. The reasons why Starbucks is worldwide popular are not only the quality of coffee, but also its customer service and cozy environment. Starbucks establishes comfortable surroundings for people to socialize with a fair price, which attracts consumers of various ages to get into the stores. Besides, it is also noted for its satisfaction of employees. The turnover rate of employees at Starbucks was 65% and the rate of managers was 25% a year. However, the rates of other national chain retailers are 150% to 400% and 50% respectively. Compared with them, the turnover rate of Starbucks is much lower than other industries on average. As a result, Starbucks would be one of the optimal business models for cooperation and teamwork.
Teamwork can not only construct a small social structure in organization for employees to socialize, but also is a composite of various kinds of members who are equipped with different background of skill and knowledge on account of the mission. Each member plays an important role in the teamwork; therefore everyone in that team can meet their need for getting acquainted with different colleagues and learn new skill from each other. Thus the definition of teamwork is a social system including more than three people in an organization or context. These members identify others as one member of the team and they have the same goal.
The CEO of Starbucks corporation, Howard Schultz, considers that the tip of success in Starbucks is not coffee but employees, especially the cooperation among employees--teamwork.
1. Equal treatment
The managers in Starbucks treat each workpeople equally and all of the staff are called partners', even t he supervisors of each branch are so called as well. In order to narrow the gap between managers and employees, they also co-work with the basic level staff in the front line. Due to this, they can maintain a good management system and create a much closer and more familiar atmosphere than other places, which makes not only employees enjoy their job but also customers affected by their enthusiasm.
2. Listen to employees
Starbucks has a well-organized communication channel for employees. It places a great importance on labours. For example, managers plan the working hours per worker and arrange the schedule of time off, and meet their requirements according to their wants. There are interviews every week to see what employees' need is. A special survey called "Partner View Survey" is taken off approximate every two years. The managers can receive feedbacks through the event on which part should be improved or what issue should be paid more attention to.
The partners have the right to figure out what is the best policy for them, and the directors show a respect for each suggestion. Starbucks even wants every employee to join in making and developing plans, then achieving their goals all together. As a result, the policies and principles are communicated between all staff, and there is no limitation in employees' personal opinions. For this reason, business could improve, even innovate their strategies by different ideas.
3. A goal of public welfare
Starbucks has endeavored to create "third place" (outside from home or office) for people to take a rest. They want to provide such a comfortable environment to increase the harmoniousness of the society. Apart from this, Starbucks contributes part of its profits to public service: on the other hand, it also sets a goal to improve and donate to the society. As a consequence, the aim makes all staff have an idea that what they do for Starbucks is for the society as well. As the goal theory, Starbucks sets a challenging and specific goal, and it permits all partners to decide the direction. Afterward, employees embrace to do what they chose and they get some feedbacks from the goal. The concept causes an increase of the power of agglomerating and enthusiasm in relation to a positive effect to the profit of Starbucks.
Starbucks changes the behaviors and view points of global consumers to coffee, and this example of success has caught global attention. Nevertheless, it was also a small retail coffee shop in North America initially. Nowadays, it is not only one of the fastest growing corporations, but also an outstanding business model with lower employee turnover rate and higher profit performance. A good relationship between managers and employees could maintain a high quality of performance. As the case of starbucks shows, using the correct strategy would lead to a successful path.
{{B}}Exercises{{/B}}