PERIN, DOMINIC D.

BSBA-HRM-2B

MISSION
“To inspire and nurture the human spirit”

VALUES

With our partners, our coffee and our customers at our core, we live these values:

 Creating a culture of warmth and belonging, where everyone is welcome.

 Delivering our very best in all we do, holding ourselves accountable for results.
 Acting with courage, challenging the status quo and finding new ways to grow our company and each
other.
 Being present, connecting with transparency, dignity and respect.

GOAL
“to be the leading retailer and brand of coffee in each of our target markets by selling the finest quality
coffee and related products, and by providing each customer a unique Starbucks Experience.
SWOT

STRENGTHS
Strong Market Position and Global Brand Recognition: s. Starbucks is also the most recognized brand in
the coffeehouse segment and is ranked 60st in the best global brands of 2018. Further, management focuses
on increasing its global market share by judiciously opening stores in new and existing markets, remodeling
existing stores, deploying technology, controlling costs and aggressive product innovation and brand building.
Products of the Highest Quality: They give the highest importance to the quality of their products and
avoid standardization of their quality even for higher production output.

WEAKNESSES
Expensive Products: While Starbucks does differentiate their products with being high quality and
coupled with the whole ‘Starbucks Experience’, in times of economic sluggishness, consumers will switch to
competitor’s products with lower prices and forgo paying a premium. These premium prices could also pose
some weakness for it to succeed in developing countries.

OPPORTUNITIES
Expansion into Emerging Markets: Starbucks plans to open 600 new stores there in period from 2018 to
2022, expanding their physical footprint to 6,000 locations across 230 cities.

THREATS
Increased Competition: With the market being at a mature stage, there is increased pressure on
Starbucks from its competitors like Dunkin Brands, McDonalds, Costa Coffee, Pete’s Coffee, mom and pop
specialty coffee stores. Another trend which is becoming increasingly popular is specialty coffee roasters such
as Caveman Coffee, Onnit and Black Rifle Coffee.
 STRATEGIC TRAINING AND DEVELOPMENT INITIATIVES

DIVERSIFY THE LEARNING PORTFOLIO

Starbucks Corporation is an American coffee company and coffeehouse chain. Starbucks was founded
in Seattle, Washington in 1971. As of 2018, the company operates 28,218 locations worldwide. Starbucks
locations serve hot and cold drinks, whole-bean coffee, microground instant coffee, espresso, caffe latte, teas
including Teavana tea products, Evolution Fresh juices, Frappuccino beverages, La Boulange pastries, and
snacks including items such as chips and crackers; some offerings (including their annual fall launch of the
Pumpkin Spice Latte) are seasonal or specific to the locality of the store. Many stores sell pre-packaged food
items, hot and cold sandwiches, and drinkware including mugs and tumblers; select "Starbucks Evenings"
locations offer beer, wine, and appetizers. Starbucks-brand coffee, ice cream, and bottled cold coffee drinks are
also sold at grocery stores
The first Starbucks location outside North America opened in Tokyo, Japan, in 1996, while the
Philippines became the second market in 1997. Starbucks entered the U.K. market in 1998 with the $83 million
USD acquisition of the then 56-outlet, UK-based Seattle Coffee Company, re-branding all the stores as
Starbucks. In August 2003, Starbucks opened its first store in South America in Lima, Peru and first store in
Russia in 2007. In February 2016, Starbucks announced that it will enter Italy, its 24th market in Europe and
the home of the espresso. The first location will open in Milan in October of 2018.
In September 2014, it was revealed that Starbucks would acquire the remaining 60.5% stake in
Starbuck Coffee Japan that it does not already own, at a price of $913.5 million, while in July, 2017, Starbucks
acquired the remaining 50% stake in their Chinese venture from longterm joint venture partners Uni-President
Enterprises Corporation (UPEC) and President Chain Store Corporation (PCSC).

IMPROVE CUSTOMER SERVICE

Each Starbucks store has customer comment cards available at the condiment stations. The comment
cards help Starbucks management keep in touch with what customers want from the coffee products and
“The Starbucks Experience.” The cards give the customer a chance to judge the experience they just had and
make suggestions on new products. Starbucks has a guarantee statement posted in the store as “Our Promise”
that states the customers can get a coffee drink the way they want it. If the customer is not satisfied with a
drink another one will be made to their satisfaction. If a customer wants to try the taste of the coffee
beforepurchasing, the barista will offer a sample. The Starbucks guarantee statement is as follows.

BARISTA BASIC TRAINING PROGRAM

Provides the initial training for a newly hired barista on essential skills and knowledge required to the
barista role at Starbucks Coffee Company. 

SHIFT SUPERVISOR TRAININGN PROGRAM

 Focuses on the basics of people management; training new partners, supervisory skills, floor
supervision, cash controller responsibilities, ensuring the delivery of the Starbucks Experience and more. 

RETAIL MANAGEMENT TRAIING PROGRAM

 Contains information on effective management practices and includes topics on motivation,
delegation, problem solving, improving performance, managing the Starbucks Experience and maximizing profits.

DISTRICT MANGER TRAINING PROGRAM

is a foundational training program that prepares a new district manager to be successful in their role.
This foundational training is delivered over a fifteen-week period.