NATIONAL UNIVERSITY – MANILA

551 M.F. Jhocson St, Sampaloc, Manila,

1008 Metro Manila

BACHELOR OF SCIENCE IN TOURISM MANAGEMENT

MULTICULTURAL DIVERSITY IN WORKPLACE

FOR THE TOURISM

"FOSTERING MULTICULTURALISM: EXAMINING STARBUCKS' DEDICATION

TO DIVERSITY AND INCLUSIVITY THROUGH A CASE STUDY"

STARBUCKS INC.

TOU225

ASUNCION, DAPHNE GUERLAIN R.

GLOVO, MARIA DIANA ELIZABETH P.

REYES, MARIA BEATRIZ E.

GUMLA, KYLE AREM L.

MADRIDEJOS, MICHAEL JOSH B.

PROFESSOR: VICENTE S. LEAN

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ABSTRACT

pg. 2
 INTRODUCTION

 Managing the increase in workplace diversity is one of the major challenges facing
managers today (Mujtaba, 2010). Diversity is defined as "differences or dissimilarities among
people based on aspects such as age, gender, race, ethnicity, religion, sexual orientation,
socioeconomic background, education, experience, physical appearance, capabilities, and/or
disabilities, as well as any other factors that are utilized in identifying people. ” (Jones &
George, 2014, p. 135). According to Thompson (2005) asserts that businesses that regulate
the kind of individuals they work with requiring to hire, they're also preventing the company's
talent pool from joining. As a result, this Discrimination affects an organization's productivity
and growth projections. (Lundrigan, Tangsuvanich, Wu, & Mujtaba, 2012, p. 43).

As stated by the Level Playing Field Institute claimed in 2008 that the most
important aspect of Treating employees fairly and justly based on their worth is one thing
managers can do to foster a better work environment. based solely on individual merit and
real performance, regardless of the employee's color, religion, age sexual orientation or
gender (Lundrigan et al. 2012, p. 41). Hence, in order to proceed further, Starbucks and other
globally competitive organizations must recruit people with a variety of talents, ethnicities,
and backgrounds. genders and ages. Additionally, supervisors must learn how to treat every
employee equitably. get them involved in the corporate culture. In this investigation, we'll
pinpoint the methods employed by Starbucks to oversee the diversity of its workforce and
assess how it affects the company's profitability.

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DIVERSITY ISSUE

Company Profile: 

Starbucks is a globally recognized and multinational coffee brand that operates a

chain of coffeehouses and roastery retail locations. It was established in 1971 in
Seattle, Washington, by Jerry Baldwin, Zev Siegl, and Gordon Bowker. Over the
years, Starbucks has embraced significant growth and has become one of the
largest coffee companies worldwide.

This case study revolves around the diversity issues within Starbucks Conrad Hotel
and EDSA Caloocan, an international corporation known for its commitment to
hiring individuals from diverse social and cultural backgrounds, regardless of
religion or sexual orientation. While Starbucks thrives for inclusivity, this study
explores the nature of specific diversity issues mainly related to the gender balance
and distribution among baristas. By examining the viewpoint of a male barista, we
gain valuable and notable insights into the disparity and potential challenges faced
by female baristas, specifically regarding societal expectations and physical
demands.  Starbucks has faced several challenges of diversity that have ignited
public discussions and elicited some concerns. These challenges encompass various
aspects such as incidents of racial bias, prejudice, stereotypes, all of which have
contributed to the ongoing issues surrounding the company’s diversity practices.
However, this case study aims to explore an area where diversity challenges
emerge within the company and explores the impact of these diversity challenges
on people, customers, employees, and the company's reputation, as well as the
strategies implemented by Starbucks to address them.

Overview of Diversity Challenges: 

Starbucks embraces a diverse range of gender identities and expressions, there have
been cases where employees face misunderstandings and misinterpretations. The
way employees present themselves, including their appearance, manner of
speaking, and clothing choices, can impact how customers perceive them.
Nevertheless, the company actively supports gender diversity and aligns with the
dynamic global environment and the mindset of the present generation. On the
other hand, during an interview with a male barista, it became apparent that he did
not consider diversity to be a major obstacle within Starbucks. To his perspective,
the process of hiring focuses primarily on an individual's capacity to deliver
exceptional customer service and foster positive relationships with colleagues. He
believes that personal aspects like religion and beliefs should not significantly
influence the hiring process, as work should be kept separate from personal
matters. 

Gender Disparity in Barista Composition:

In contrast to the barista's belief that diversity is not a concern, there is a noticeable
gender imbalance in the composition of baristas at Starbucks. The majority of the
team consists of male baristas, while the representation of female baristas is
relatively low. This gender disparity poses distinct challenges for female baristas,
specifically regarding physical demands and societal expectations linked to their

pg. 4
gender and physical appearance; the way employees present themselves, including
their appearance, speech, and attire, can influence customer perception, leading to
potential biases or judgments. However, it is important to note that Starbucks
remains committed to supporting gender diversity and adapting to the evolving
societal norms and expectations of the current generation. On the other hand, many
female baristas encounter difficulties stemming from the physically demanding
nature of their job. The intensive workloads associated with being a barista,
combined with societal expectations and stereotypes, create obstacles for women in
this composition. These challenges encompass managing exhaustion, meeting the
physical workload demands, and navigating societal perceptions that may relate to
their gender and physical abilities. Despite gender disparities, Starbucks wants to
provide excellent service to its customers. Regardless of age, gender, or beliefs, we
all have different capabilities. Nevertheless, every barista can provide the same
level of service that enhances the brand's reputation and attracts more customers to
the business. There is no need for judgments or specific gender requirements. What
Starbucks aims for is an open and inclusive environment that embraces cultural
diversity, particularly in our generation. Starbucks is up to date and quick to adapt
to the changing needs of the new generation. Through the scope of LGBTQ+
representation, Starbucks takes pride in its diverse LGBTQ+ in having a workforce
that encompasses individuals of all genders, with approximately half of its
manpower identifying as LGBTQ+. 

Gains and Challenges Overcome:

Starbucks, being a multinational company, endeavors to adhere to global norms and

standards, even in regions with different capabilities to provide certain services.
Starbucks has made efforts to increase representation and diversity at all levels of
the organization, including leadership positions. By doing so, Starbucks recognizes
the value of different perspectives and experiences, which can lead to improved
decision-making and innovation. Starbucks recognizes the immense value of
diversity and LGBTQ+ inclusion, which brings numerous benefits to the
organization. An inclusive and diverse workforce enhances creativity, innovation,
and productivity while fostering a positive and supportive work environment. One
of the challenges is ensuring consistent implementation of diversity and inclusion
initiatives across its global operations. Starbucks operates in various countries with
diverse cultural contexts and legal frameworks, which can present obstacles to
uniform implementation of policies and practices. Starbucks has made gains in
addressing diversity issues through its commitment to creating an inclusive work
environment and tackling racial bias. However, challenges such as consistent
implementation across global operations and addressing unconscious bias remain.
By staying dedicated to its diversity and inclusion initiatives and continuously
learning and evolving, Starbucks can further overcome these challenges and
continue to be a leader in promoting diversity within the organization and beyond.

pg. 5
CONCLUSION

RECOMMENDATION

REFERENCES

● Jones, G. R., & George, J. M. (2013). Contemporary Management, 8th

Edition. In Amazon (8th edition). McGraw-Hill Education.
https://www.amazon.com/Contemporary-Management-8th-Gareth-Jones/d
p/0077534956

● Lundrigan, M., Tangsuvanich, V., Yu, L., & Wu, S. (2012). Coaching a
Diverse Workforce: The Impact of Changing Demographics for Modern
Leaders. International Journal of Humanities and Social Science.
https://www.semanticscholar.org/paper/Coaching-a-Diverse-Workforce
%3A-The-Impact-of-for-Lundrigan-Tangsuvanich/
c7e547552c879ef56c5812b90b62c9015d291abb

● Mujtaba, B. G. (2010). Workforce Diversity Management Challenges,

Competencies and Strategies (2nd ed.). Davie, FL ILEAD Academy. -
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