Four types of control mechanisms Starbucks uses are bureaucratic,

market, financial, and clan control by empowering role of their culture

Thân bài:
1)Giới thiệu ngắn về công ty:
Source 1: Starbucks is one of the most popular and recognized brands in the coffee industry.
The coffee shop chain has 10,000 stores worldwide with approximately 4,400 of them as
licensed shops. Starbucks franchises are available overseas in countries excluding the United
States and Canada. If you’d like to open a Starbucks in the US or Canada, you may do so as a
licensee only. As a licensee, you would pay a license fee to use the Starbucks brand. Starbucks
does this so the company can have more control over stores and quality of the product.

Source 2: Starbucks Coffee Company first opened in 1971 in Seattle’s historic pike place
market neighborhood (Starbucks Coffee Company, 2012, p1). Their mission is “to inspire and
nurture the human spirit – one person, one cup, and one neighborhood at a time” (Starbucks
Coffee Company, 2012, p1).

Source 3: Starbucks Corporation is one of the world's famous coffee corporation. Its
retail stores are located in every corner of the world, including Malaysia. The coffee beans
used by Starbucks are the top among the world, and the rest of the ingredients used are also
high of quality. The main products of Starbucks are handmade espresso coffee and a
variety of hot and cold coffee beverages. It also has fresh with delicious various foods
and desserts, and a variety of coffee machines , coffee cups and other products. All
the Starbucks retail s tores will provide a comfortable environment and quality
service for every customer. Control is the most important management method that
Starbucks applied. Starbucks builds good relationships with customers by controlling and
providing them with high-quality products to increase brand trust and make enhance
brand loyalty to help Starbucks maintain profits. The most important control of
Starbucks is bureaucratic control. Bureaucracy is a rationalize management of
organizational structure management, which involves the use of formal rules, hierarchical
structure, standards, and legal authority. Organizations can also use it to determine the
best results when tasks and employee independence. Starbucks believes that bureaucratic
control can instill authority and rules to guide employee performance. There are three control
approaches for bureaucratic controlthat is feedforward control, concurrent control, and feedback
control

1. Lý thuyết
a. Định nghĩa control 
Kiểm soát là quá trình xác định thành quả đạt được trên thực tế và so sánh với những tiêu
chuẩn nhằm phát hiện sự sai lệch và nguyên nhân sự sai lệch, trên cơ sở đó đưa ra biện
pháp điều chỉnh sự sai lệch để đảm bảo tổ chức đạt được mục tiêu.
 b. Định nghĩa controlling process (Nêu 4 steps)
The “Controlling Process” is a method that can be used to make sure
standards are being met within an organization. It involves the careful
collection of information about a system, process, person, or group of
people in order to make necessary decisions about each.  The process
typically has between 4 and 5 steps see an example below.
4 Step:
c. Step 1: Establish performance objectives and Clear Standards:
d. Step 2: Measure actual Performance
e. Step 3: Compare Results Against Standards
f. Step 4: Take corrective action if needed
The “Controlling Process” is a method that can be used to make sure
standards are being met within an organization. It involves the careful
collection of information about a system, process, person, or group of
people in order to make necessary decisions about each.  The process
typically has between 4 and 5 steps see an example below.

4 Step:

Step 1: Establish performance objectives and Clear Standards:

Step 2: Measure actual Performance

Step 3: Compare Results Against Standards

Step 4: Take corrective action if needed

c. Types of Control
a. Based on the working process: 
 Feedforward Control:
 Nêu định nghĩa 
 Đưa ra ví dụ: Nike đã kiểm soát trước khi vấn đề xảy ra
như thế nào (Lựa chọn chất liệu, Control chất lượng đầu
vào ra sao, Control tiến độ của các suppliers, Kiểm soát
các design,...) 
 Lựa chọn nguyên liệu: Starbucks Arabica beans are
different from regular Arabica beans. At every step, we
 go to great lengths to make sure our beans meet the
highest standard of quality
 The Starbucks Hiring Process

 Concurrent Control: 
 Nêu định nghĩa 
 Đưa ra ví dụ: Nike có các quy trình xử lý vấn đề khi có
sự cố phát sinh như thế nào (Quy trình xử lý khi xảy ra
các vấn đề như có vấn đề phát sinh với đóng gói, các vấn
đề khi có scandal về nhân viên, quy trình xử lý khủng
hoảng truyền thông,...) 

 Feedback Control
 Nêu định nghĩa
 Đưa ra ví dụ: Nếu có phản ánh của khách hàng, Nike sẽ
lắng nghe ý kiến từ người tiêu dùng như thế nào, cách
phản hồi feedback, kiểm soát tốt hơn thời gian giao hàng,
thay đổi mẫu mã để đáp ứng nhu cầu khách hàng,...

Bureaucratic:
- Starbucks doesn’t use franchising. They want to control over the high quality and do not
affected by the new business operation of franchising buyers. It is reasonable to worry,
because some of franchising owners consider using the brand effect in the market and
decrease the high standard to get the huge profits suddenly. In addition, Starbucks doesn’t
sell the coffee beans which add the artificial flavor or color. They can’t stand to use the
chemical flavoring to destroy top-grade coffee. For the same reason, they refuse to enter the
supermarket though the super market is a bigger market to compare with the general store.
However, they do not accept the fresh coffee to fill into the plastic container cause to change
the tastes.