DIALOGO COMPAÑÍA OUTSOURCING SOBRE PROBLEMATICAS EN DEPARTAMENTOS COMPAÑÍA

STARBUCKS

HILLARY SERA LA MEDIADORA EN LA CONVERSACION

CADA PARTICIPANTE TIENE UN COLOR DISTINTIVO, PARA IDENTIFICAR EN QUE PARTE INICIA SU
CONVERSACIÓN.

 CHELSY
 OLIVER
 CRISTINA
 KRISS
 IVAN

HILLARY

Good afternoon team,

Welcome to the last meeting, in which we will solve the problems exposed by the experts in each area
after this quarter of study of the company Starbucks. As everyone knows, it is the largest coffee marketing
company in the world, with more than 24,000 locations in 70 countries.

Remember that the 5 issues to which we will be solving are the following:

1. Management
2. Motivation at work
3. Structure of the company
4. Management across culture
5. recruitment

The dynamic will be as follows: I will give the word to each area manager, he will expose the problem and the
best solution so that the whole team is aware. And in case there are situations that affect other departments,
you can express it.

we will first see the situation that occurs in the area of management and for that we will give the word
to Miss Chelsy caro. Tell us Chelsy, what the situation is?

SHELSY CARO (ABOUT MANAGEMENT)

Starbucks corporation is one of the most important multinational coffee chains, especially in the United
States, where it is considered the representation of coffee culture. It is located in more than 70
countries, which means that it has obtained a really good position in the international market. Starbucks
CEO has been Kevin Johnson since 2017.

It is important to mention that their products are of high quality, their service is efficient and they also
have a good reinvestment strategy. However, for all their strengths, there are some weaknesses that
they have to work on, management, for example.
They've had issues with their consumers more than once, just because it seems like they need to better
analyze their audience, to know when to make changes, and how to make them without causing upsets
to their customers.

On November 17, 2014, The Eggnog Latte, a Christmas drink for Starbucks since 1986, was not on this
season's menu. Which left more than a few customers angry and prompted thousands of people to
protest on social media, because they have an emotional connection to the holidays, and drinking is part
of the tradition. Starbucks shouldn't have overlooked this.

Starbucks is a large company, which means that the demand is higher, so they have to improve their
management to cover this area.

On the other hand, they lack innovation because they are bringing the same products to market, and
that is a really important point to talk about, since innovation is essential for a company, and it is a
quality that a manager needs to have to lead an organization to success.

HILLARY: wao, there are a lot of things to keep in mind, what do you suggest?

CHELSY: To solve all of the above, Starbucks management needs to focus more on their customers, on
what they really want. Thus, they can analyze the market and innovate with new products according to
their cultures, select the perfect time to make changes and prevent any possible inconvenience. That
way, Starbucks can gain power against the competition, and have satisfied users. Because, before
making any relevant decisions with the brand, they should think about the customer's opinion.

Hillary: that is, the next step would be to carry out a preference study with a sample of customers from
each country, in addition to carrying out campaigns or offers to increase customer satisfaction. Let's
schedule a meeting with the president and the marketing department so we introduce you to the
project.

Thank you Chelsy. We will move on to point number two, where we will talk about motivation at work
and to expand on this topic we will give the floor to Mr. Oliver Olivares.

OLIVER OLIVARES

Starbucks practices have a positive impact on employee motivation by setting clear goals. Other aspects
of this impact include promoting teamwork, fostering transformational leadership, including external
incentives, maintaining equality, offering benefits and promoting self-efficacy. These aspects give an
employee the resource and means necessary to meet the goals assigned by managers.

However, the company's practices exert a negative influence on the process of setting and fulfilling
objectives by setting exclusively pecuniary objectives and employing the "customer is always right"
policy.

There are customers who simply extract energy and deplete the finite resources of their organization.
People, time, operational capacity and money. If you allocate most of them to customers who cause
problems, you will be left with very little available to properly serve others and especially, be profitable.
This creates that customers complain about employees and in most cases the fault is not the
employee's.
Hillary: in general, motivation doesn't seem to be a priority issue at Starbucks, but what would be your
recommendations so that this doesn't become a problem in the future?

Oliver: My recommendations to Starbucks include abolishing the policy that the customer is always
right, as well as setting learning goals along with performance goals and adopting the proactive
motivational model.

We will work directly with the human resources department and the processes department to make the
modification and give the correct training to employees, with a new policy in which both the employee
and the client are respected, we will also implement satisfaction interviews via email to our customers,
so we can identify in time those things that bother the client before they happen.

Hillary: sounds like a good plan, Thanks Oliver.

The next topic is by Kristinne Wessigk, on the structure of the company. What can you tell us?

Kristinne: One of the problems starbucks has in the structure of your company is that teams are more
visible at lower organizational levels, particularly in coffee shops. For example, in each coffee shop, the
company has teams organized to deliver goods and services to customers. This is because they consider
the other parts of the structure much more important that, forget that the real pillar of the company is
the employees since without employees the company is not a company.

This is a problem since, just as the marketing and advertising parts matter, customer service matters
much more, it can be said that it is for this reason that people often turn to Dunkin Donuts and other
coffee shops, the Team factor is not valued as it should be. I have found myself in uncomfortable
situations regarding the treatment given to customers by employees (international Starbucks), often not
serving with a good attitude, but bosses impose the use of good attitudes. We understand that people
turn to Starbucks for its taste and quality rather than for its prices and good customer service.

Hillary: It seems to be a problem related to what I identify Oliver, about a possible lack of motivation.
What are your ideas?

Kristinne: give equal priority to the team factor, as well as priority to the other factors in the company's
structure, this to position Starbucks higher in relation to customer service, as it excels in its other
departments. This would be possible by adding to the new launches to work in the different branches a
customer service, both theoretical and practical, in addition to keeping an accounting and strict
supervision of this.

Hillary: Excellent, you and oliver should work hand in hand with these findings. Now it's Cristina
Rodriguez's turn. Tell us about management across different cultures.

CRISTINA: currently in the different branches of Starbucks around the world the cultural situation lies in
the taste, by this I mean that they offer the local coffee of each country, for example, the franchise in
the Dominican Republic provides coffee made 100% in the country as a base and for many this is a
problem since they want to feel the same flavor as the one they have tasted in their country of origin.

Hillary: it is totally acceptable for a person to want to try coffee with another type of flavor in these
types of businesses, since it really does not make sense to buy a coffee at the price at which Starbucks
sells it if the customer can make it at home. This finding is very interesting and represents a big change
for the company. What do you suggest?

Cristina: the proposal is that in addition to offering local coffee, which for me I think is a good way to
support the economy of the country in which that branch is located, the catalog of products should be
extended, offering some of its star products, called 100% original Products from Starbucks, for
example, flavors that are only found in the U.S., which is the country that most represents them.

Of course for this we would make product preference reports, and we would define some details with
the sales and marketing departments.

Hillary: very much in agreement with your proposal, she longed to see what may emerge from this
finding. Finally, we will listen to our colleague Iván Gómez on the recruitment part.

Ivan: We identified several factors that directly concern the human resources department in the area of
recruitment in U.S. stores.

*Unemployment in the United States is at historic lows, causing problems in hiring and
retaining people.
*Starbucks discovered that its employees are not utilizing the full capacity of its mental health
plan and plans to expand it. Managers are also being trained to look for signs of mental health
problems, and the ability for workers to text therapists.
The U.S. labor market is difficult for all companies. There is a lot of demand and little supply of
quality. Therefore, we must create strategies to attract and retain good workers and thus
reduce spending on recruitment and training.
Hillary: you touched on some very important points, the high costs that the company has of
recruiting staff and health benefits, knowing that health in the United States is very expensive.
What do you think?
IVAN: Taking into consideration that very few companies take into account putting mental
health coverages in the insurance of their employees and that in the United States 1 in 5 people
suffers from a mental illness, starbucks must use this to their advantage so that employees
value and take advantage of the plan that the company makes available to them, with this we
increase the commitment of the employee, which leads to him staying longer in the company.
We would start an internal awareness campaign about the health plan for all current
employees, as this would be a form of additional motivation that was discussed in one of the
previous points. What we are looking for with this is to decrease staff turnover and therefore
decrease recruitment costs.
Hillary: Excellent proposal ivan. I want to congratulate you all on your proposals, let's schedule
the following meetings with the executives of the departments involved in Starbucks to discuss
the final report. We hope that these proposals will be welcomed.
If none of you wish to contribute anything additional, we are ending the meeting. Good night.