starbucks group proj

8/2/2019 Starbucks Group Proj

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Culture is a collaboration of ways of thinking and is transmitted in a unique array of symbols,

rituals, heroes and a deep core of values, according to Krober and Parson, these are the

factors in the shaping of human behavior and the artifacts produced through behavior. The

Stabucks organizational culture is exemplary of all of these. The Starbucks logo carries great

symbolic meaning which illustrates the companys origins and goals, going back to the days

when Starbucks was creating a name for itself in 1971, the siren or mermaid represented the

ocean journey of coffee and the nautical spirit of the Seattle seaports. The siren could have a

different meaning to different people and that is why the company finds so much depth in the

logo. The new and improved logo, updated earlier this year, eliminates the bounding outer

circle of text around the siren releasing it to be the sole face of Starbucks. The Siren has been

there from the beginning and represents the heart of the company from its history to its

achievements of delivering the full coffee experience. While the siren is clearly a symbol of

Starbucks it can also be considered a hero, especially with the emphasis it has received in the

new logo.

Early on the company built and developed on key principles and values that were implemented

and reinforced by early executives among them a key figure, Howard Schultz. He played a key

role in guiding the young company in direction that would allow it to always deliver on their

promise to their customers. Howard Schultz can now be seen as a hero that serves as a model.

Schultz implemented core values that centered on a customer oriented environment that was

insured by having motivated and proactive employees. Shultzs motivation for growth along

with his knowledge of the real estate market was a key combination to spark the massive

worldwide expansion Starbucks has made.


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Starbucks has set itself apart from the competition by implementing and reinforcing strategies,

becoming second nature and there after turning into rituals that are known to always hold true

at Starbucks; anywhere in the world. A very common ritual, which many might not even think

of, is the way they personalize their service by taking the customers name with every order.

While it may seem insignificant this step their order taking process has now become part of

Starbucks culture. Going deeper into the way they operate the business, Starbucks has is

striving for a flatter managerial structure in which employees are more empowered and able to

deal with day to day situations better therefore ensuring complete customer satisfaction. This

has come to become common practice at Starbucks, where an employee is more equipped to

handle customer complaints or correct situations gone wrong.

The symbols, rituals and heroes of Starbucks are all a glance of the values that make it the

company it is. From the start the Howard Shultz set out to form a a company with soul not

just for the consumer but for everyone, starting with its employees. The key executives

understood that developing happy employees would in turn create happy customers. The just

say yes motto was taken to a whole other level starting at the front lines, encouraging and

training employees to go out of their way to meet and exceed customer satisfaction. They were

able to be successful at this because not only were these values customer oriented they were

very much set out to benefit the employees as well. The employee compensation at Starbucks

is very competitive and it is part of the reason why the company is considered to be one of the

best to work for. They encourage everyone to speak their mind and take employee input very

seriously. The company is adamant about having their employees understand the importance

of having an owner mentality. Their values also translate into their product by refusing to use


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inferior coffee or even chemically flavored coffee beans. They believe that the chemicals will

contaminate the other coffee going through the same grinder and not allow for the full flavor

to come out. From their product to their employees and finally their customers, the value they

worked into the company early on can clearly be seen as they satisfy all.

starbucks group proj

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