BUS 366 International Business

You are expected to conduct a research project that will apply contemporary organizational behavior and management theory and research to the analysis of your organization and work life.  

You are to deliver 3 items: 

(1) A Problem Statement & Organization                    

(2) An Annotated Bibliography; 

(3) A complete Research Paper.  

Research Paper:

Starbucks is an international coffee chain conglomerate that is renowned across the world for its superior coffee and service. The organization is hugely successful and is renowned across the world for its service and food items and beverage. The organization, though well-known, faces a lot of problems and hindrances in the smooth functioning of its operations. The foremost problem that is faced by the coffee giant is the rise in the price of the commodities, acquiring and sustaining proper talents and facing immense competition from the other competitors in the market (Bengtsson, Bardhi & Venkatraman, 2010).  Another problem that is faced by the international coffee house chain conglomerate is that of the retention and acquiring of talents all across the world. The implementation of technology and new ideas by the consumers are foremost important aspect of developing the business of Starbucks.

The articles that are discussed in the section above, discusses, analyses and justifies the need of new talents in the organization, controlling the price range of the products and overseas expansion. The articles that are discussed in the above section exemplify the problem area of the organization as a whole. Starbucks is an organization that can benefit greatly from the above-mentioned steps. Currently of a competitive world, each and every organization strives to achieve the maximum level of productivity and profitability. One of the leading coffee shop chains of the world, Starbucks, too, is not any exception to this theory. The organization concentrates its attention to expanding its business and also acquiring and retaining new talents from all across the world (Brewer, 2002). In order to ensure more profitability and productivity of the company, the company has to adopt measures, which can ensure a positive brand image and popularity for the company.

Drawing from all these articles it can be said that Starbucks is a company that can benefit greatly from the expansion and also by acquiring a greater number of talents from all across the world. Since the competition is extremely high in the day and age of today, the brands like Starbucks need to strategize and formulate new techniques for retaining the loyalty of the existing customers and attracting more potential customers. The prices of the commodities and service of the coffee chain has to be in control and should not be too high, which can deter a lot of customers from choosing Starbucks.

Recommendation:

The company can retain its customers and improve their brand image through many ways. Bringing the prices down of the goods and commodities of the company can act as an important step to ensure customer loyalty. Encouraging more customer participation and providing something extra with the cup of beverage is important for Starbucks. Bringing down the price of the commodities are also important. The prices of the commodities and service of the coffee chain has to be in control and should not be too high, which can deter a lot of customers from choosing Starbucks. The company can introduce free internet service in the stores to attract customers.

Conclusion: 

To say conclusively, Starbucks as a leading company is facing quite a few issues that are hampering the growth and development of the company as a whole. The company, like most of the contemporary companies wants to focus its attention to optimum level of productivity and profitability. Therefore, bringing forth new ideas and options to formulate strategies for the growth and development of the company is pivotal.

References:

Bengtsson, A., Bardhi, F., & Venkatraman, M. (2010). How global brands travel with consumers: An examination of the relationship between brand consistency and meaning across national boundaries. International Marketing Review, 27(5), 519-540.

Berry, L. L. (2000). Cultivating service brand equity. Journal of the academy of Marketing Science, 28(1), 128-137.

Brewer, P. (2002). Putting strategy into the balanced scorecard. Strategic finance, 83(7), 44.