Organizational diagnosis Starbucks

GAP Analysis

As stated in the brief company history, Starbucks started in a local coffee shop located in Seattle (Brief Company History, 2016) The three original owners found this business to sell and expend a high-quality coffee. After a large group of investor joins the company, Starbucks started to grow and became the coffee shop we all know today. Starbucks start with selling coffee and snacks but expended his activity with merchandising product like cups. mugs or bags. Over the years Starbucks company started to grow and expend in most parts of the world. This strong market position had made his popularity growing very fast.

Additionally, to his significant geographical presence, Starbucks successfully imposed his own identity. When people search for a coffee they know what kind of atmosphere they will find in Starbucks. Starbucks is known for its signature look from its cozy couches to its high glass windows. Consumer comes to Starbucks for the coffee but also for the ambiance and quality. Starbucks is also working and advancing their popularity on social media. The expansion of this new network gave Starbucks an opportunity to communicate with their consumer. The development of Instagram or Snapchat for example was a real bargain. Effectively, all the pictures took by their consumer made them publicity and help them to growth faster. Due to this popularity, Starbucks increased their product’s price and achieved a significant economies of scale.

According to the strategic analysis of Starbucks corporation, Starbucks is one of the most famous coffee enterprises but lot of factor can influence negatively this business (Geereddy, 2013). One of the highest risk factors in the coffee sector is not stable and Starbucks is dependent of this changes. If the price is growing they have to adapt their product. Another negative point is as a multinational enterprise, Starbucks choose to standardize his products and shops. This change can create conflict with local shops and habits of the population. For the successful companies it will be difficult to extend more in the market. Effectively the American and European market arrived at a moment of saturation. To expend more, the enterprise should start to export their shop in Middle East but with the political tension, lot of countries boycott American brands such as Starbucks, which makes it difficult to extend in those countries. In the future to political situation can become better which would calm the whole economic situation down. It would help Starbucks to create more markets in the Middle East.

Starbucks is maybe known for their coffee but customer come back because of the very well known “Starbucks experience”. Well known as the place to go, grab a coffee and work on some homework or even as a business man on a curtain project or just to relax and read a book.

As mentioned in the Importance of Training & Development in the workplace, it is crucial for the success of a company to train their employees on a regular basis to keep the knowledge and success level high (Frost, 2018). Starbucks trains their employees to have the right attitude in any circumstances; customer feedback is one of the main concerns for the enterprise. For Starbucks the relationship with its consumers is an essential goal, Starbucks need to highly train their employees with specific desire and necessity. First Starbucks trains frequently all their barista to have the perfect method to do their coffee. This company also trains their employee to have the right attitude with the consumers.

As stated in the Starbucks SWOT analysis, Starbucks could expend their training because we can see a lack of communication from the employees with the consumers (Lombardo, 2017). Usually the communication is not as personal or friendly as some people would like it to see. Costumers would like to feel welcomed and recognized and know that their needs are valuated.

Another aspect that Starbucks could change is the growth in regards of the delivery service. It is not implemented in the Starbucks way of working yet. Nowadays almost every bistro, restaurant or even a small food store offers a delivery service. The new generation is interested in ordering their food and drinks home or to their office or even to their schools and dorms. People don’t usually have time to go out and search for food and coffee for a very long time so they order online.

Each year new tendencies come in our life, over the past few years’ people realized hot important their nutrition is and how they have to eat to stay healthy. Starbucks could develop their organic product so satisfice most of the young consumer. This factor is definitely a great chance for Starbucks to extend their products and invite even more new and modern costumers.

Identify Priorities and Importance

The Gap analysis was very important to identify the real needs of Starbucks. To make sure if they are worth addressing, and specify their importance and how urgent they are. One of the main priorities is the whole process of the delivery service. Starbucks does already have a drive through, which is very convenient, but the need of a delivery service is very high. It is not even that hard to create that service. Starbucks could easily cooperate with UBER eat and reach out to their customers on a modern and easy going way. Most of the costumers would be very happy to deliver their favorite coffee to their school, to work or even just home on the weekends. We can be sure that it would be in a high demand.

According to the Corporate Social Responsibility (CSR) of Starbucks, the health and environment is a very big point and very important for the company (Bruhn-Hansen, 2012). Sustainability is on one hand very important and that would definitely be a priority to also work on healthy food, and reduce the amount of sugar and salt in the drinks and in the food. As they already create recyclable coffee cubs and the coffee beans are from farms that work without any bad materials, the whole process in healthy and good food would work out for Starbucks very well. It would also create a new costumer wave and people that are interested in environment and their food ingredients.

The employees at Starbucks are sometimes under a lot of pressure as we mentioned above. That should be a priority for Starbucks as well. To offer training sessions where Starbucks can make sure that the customers are treated in the best way possible. Satisfied customers will most likely return and spread the good word about Starbucks. The lack of communication in the team and the entire work environment can be easily solved, and should be addressed as fast as possible. Communication is very important and key for success, not

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