Case Study- G

1, Strategic alliances are an increasingly significant core element in many firm’s

strategies to generate and sustain their competitive advantages in dynamic
market environments. Both partners bring to an alliance a trust that they will be
stronger together than they would be separately. By developing strategic
alliances, firms share their excess and/or complementary capabilities and
resources with others and create a new entity to acquire competitive advantages.

2, Tata Global Beverages Limited and Starbucks Coffee Company announced a

strategic alliance between the second largest branded tea company and iconic
international coffee brand in the world. The 50:50 joint ventures, named TATA
Starbucks Limited, owns and operates Starbucks cafés, branded as Starbucks
Coffee “A Tata Alliance.” The first store has opened at Mumbai and subsequently
2 stores are opened at New Delhi in India on October, 2012. Presently, it owns
and operates 60 stores in all the major cities in India. The alliance is expected to
be very fruitful to both the companies in the long run. Since 1971, Starbucks
Coffee Company has been committed to ethically sourcing and roasting the
highest quality “Arabica” coffee in the world. Today, with more than 17,000
stores around the globe, the company is the premier roaster and retailer of
specialty coffee in the world. Tata Global Beverages is a part of the global Tata
Group. Tata Global Beverages is a global beverage business and the world’s
second largest tea company. The group’s annual turnover is US $1.5 bn and it
employs around 3000 people worldwide.

Case Study -H
1) As Xerox was facing bankruptcy after years of mismanagement, piles of
debt and miunting questions of accounting practices, Anne Mulcahy had
turned Xerox around, she joined Xerox as an employee and moved up until
she had become the CEO. Maslow’s hierarchy of needs is a theory of
motivation which states that five category of human needs dictate an
individuals behavior. And those needs are physiological needs, safety
 needs, love and belonging needs, esteem needs and as well as self-
acculization needs. Maslow theorized that human decision-making is
undergirded by a hierarchy of psychological needs. He also referred to self-
actualization as a growth need.
2) As she knew at the beginning when she joined itself that the employees
were not motivated, she knew instantly that the way to get everyone back
on track was by succeeding, atleast starting the little success’s in order to
get the employees motivated. She made sure the employees would feel
motivated and interested to work.

3) As we know motivation is a key component to achieve true potential, I

believe that Ursula Burns made her employers curious and they have been
challenged to do work. She made sure there was an impact made for the
employers to be motivated, and they were in a trusted environment and
comfortable environment. Also by leading the employers by showing them
what it is to be done and teaching new things. Finding innovative solutions
is also a way of keeping employees motivated and interested. It is always
exciting to see new ideas where customers will be left speechless. Working
in a multi cultural company is also a way of being motivated to make the
company better as you will get various of ideas and learn more amongst
themselves. This helps to share knowledge and succeed together as a team
as well empowering others. Sense of belonging is a human need which
helps the company to grow. Everyone having the same goal to work and
succeed. This helps bring the team to become one as a family.