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Paper代写:Organizational behavior in Starbucks

本篇paper代写- Organizational behavior in Starbucks讨论了星巴克的组织行为。星巴克是世界上最著名的连锁咖啡店,它的企业价值和文化驱动着它的发展。星巴克在尊重消费者、保持产品和高质量服务的价值观念下,提出了一套有效、高效的产品质量控制体系,实现了产品质量的持续改进。为了发展这个体系,星巴克尊重员工,为员工提供足够的机会和培训,使员工快速成长,虽然这需要耗费大量的资源。本篇paper代写51due代写平台整理,供大家参考阅读。

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Introduction

This paper is going to have a view on Starbucks based on the theory of Organizational behavior and to analyze the organization’s behavior from four zoom level: individual, group, organization and external. As we can see, my experience as an intern in Starbucks can reflect lots of intangible concepts and knowledge of organizational behavior. The theory can tell the reason of behavior behind each individual, group as well as even the organization and also can provide behavioral guidelines for me and company. Before my story start and further discussion, it is necessary to have a picture of Starbucks.

Individual

I am an intern in Starbucks outlets as a barista. My job duty is to make kinds of coffee for consumers and to undertake some administrative work including cashier and other supporting work for store manager. There are 15 staffs in store and one third of them is intern. In general, we work hard and think it is worthy to do so. But the salary of intern in Starbucks is unimpressive compared with intern job in other company or industry. Although the fast is that, the working attitude and working efficiency of us keep high and strong. According to the theory of organizational behavior, the working attitude depends on three factors: job satisfaction, job involvement and organizational commitment (Robbins and Judge, 35).

Firstly, job satisfaction. Research has found that there five important factors (work itsel, pay, promotion, supervision and co-workers) influencing the job satisfaction (Robbins and Judge, 39). As for the work itself, working for Starbucks is interesting and full of challenges. The work undertook is not mechanic repetition. Take making coffee for an example, there are more than 50 kinds of drink and food you should learn to make as an intern in Starbucks and it needs lots of time and effort to practice. When I joint Starbucks, I am assigned a qualified worker, Tom who is responsible to teach my skills and improve my occupational qualities. At the beginning I start from the simplest dish – Latte, which is easy to learn but it is hard to be proficient especially the latte art. My teacher imparts the knowledge to me patiently and it grow me fast. When I master more and more dish and drink, I can make dish for consumers independently and start to become a teacher for the new man.

Secondly, the pay. It is mentioned that the pay is not competitive but fairness of the pay can attract me. The level of pay in Starbucks depends on your quality and working time. The harder you work and the more qualified of you, the more you can get, which motivates us to work efficiently.

Thirdly, opportunity for promotion. The career path in Starbucks is clear and fair even though for an intern. There are about 20% staffs in Starbucks getting promotion for a year. The promotion for someone is decided by your performance, knowledge and familiarity of operation and job vacancy. For the first two, the training system and daily work can offer you enough opportunity to practice and improve yourself. Besides your teacher, any staffs in Starbucks are willing to help you when you are confused or want to develop. For the latter one, Starbucks are eager to have more and more excellent managers every year because it plans to set up about 2500 outlets around the world in 5 years. Thus, there are lots of vacancy waiting for the qualified partners.

Fourthly, although there is a supervisor (store manager) in outlet, the salutation among us does not show any hierarchy. We all greet with each other by partners. In Starbucks, partner is considered as the most important part of offering great experience to consumers. Besides, store managers pay attention to your performance and try his best to grow every partners. So, the flattering atmosphere makes me enjoy this job.

Last, co-worker. My partners in Starbucks have the similar age and all like to make food and enjoy coffee. There is no gap between us and the communication among us is smooth.

Obviously, Starbucks has applied the Maslow's hierarchy of needs to stimulate its staffs (Robbins and Judge, 113). People are all eager to pursue the social need and esteem. Because the young group in Starbucks, almost all the staff can communicate with no gaps and it is easy for them to build the friendship. As for the esteem, Starbucks highlight the culture of partners, so people in there can feel respect in many aspects. For example, you will get a unique cup and badge if you are in Starbucks for 2 years. The respect is consisted of two parts : self-respect and the respected. The training course and clear career path make you fell respected.

Groups

Working in Starbucks, the main work mode is team work. According to the arrangement of class, I will work with different partners in every day and there is a head who is an assistant shop manager with the responsibility of intraday revenue and store operation in our team. So in Starbucks, I have to be ready to work with any one and because of the high turnover in retail industry, sometimes I may work with someone who have never met. However, every team in Starbucks runs well. I think the mode of group decision-making and the small size group can contribute it (Robbins and Judge, 142). Firstly, the small size group can work faster and have better performance of individuals when facing a simple task compared with the big size group. Besides, group decision-making’ advantages can also come out. Working as a team can come up with many ideas and increase the level of validity and satisfaction of decision. The opinions from different people especially some of us are students with different majority can inspire the unexpected idea. Besides, the smooth communication and information share can coordinate our work and make new man grow faster. In addition, we respect every person’s opinion and pay attention to each proposal from intern to store managers, it stimulates the sense of participation. No one in our team will keep himself out of affair. Last but not least, group decision-making also help to eliminate the phenomenon of dictatorship and make the final decision democratized, which can reflect everyone’s aspiration and requirement. Although the final decision is made by store managers, he will listen to everyone’s opinions patiently and lots of plan actually come from different partners instead of manage. However, the mode of group decision-making can also lead to disadvantages including time-consuming, compromising, separation of power and responsibility as well as the dictatorship from the minority. These weakness come out on main account of a big group mainly and because of a small team, many weakness including the feature of time-consuming and dictatorship of the minority can be minimize.

To make each Starbucks outlet operate well, the store manager is a core and it is extremely important for him or her to gain a leadership. The system of development of store manager make it work. Almost all the store manage is come out from a shop assistant with about 2 years. So it gives shop manager trainee enough time to practice and get enough knowledge of all aspects of its store. Besides the practice in store, the school of Starbucks also provides systematic teaching of sales, coffee, management and on so. In this way, the influence of leadership will be generated. As the team leader, store manager with value information (operation practice, management knowledge and experience) can provide behavior guideline to other teammate, which help other grow up. Besides this hard power, store manager spends effort to set up trust between him and other teammate. Firstly, store manager masters lots of information including the latest company policy as well as store operation knowledge and he will convey it to other staffs as fast as he can. Secondly, almost all the plan for the store development is public. When you become a man of Starbucks, store manager will tell you the plan of this store’s development, which make you take part in it instead of only working for the pay. You know your action can contribute a certain plan and that plan is clear and feasible. In addition, your career path is open once you are in Starbucks even though you are just an intern with no plan to go further initially. Store manager will tell you the clear path to be a store manager and tell out the meaning of all you will do. Thus, making each coffee or treating well each consumers are only my duty work, but also it is benefit for my future. In this way, we all regard and accept the store manager and are willing to follow his plan.

As we can see, Starbucks has the way to build up a high effective team. Context, composition and process exercise a team. Needless to say, with enough capital and excellent brand image, Starbucks gain the desirable material resources from all over the world and the talent from higher education. And also the great leadership and structure make it have a better performance. The career path, performance evaluation and reward systems are clear and feasible. In addition, the professional recruitment team makes the team composition proper and reasonable. They pick up the suitable people who can work and is willing to work as team instead of the talent without team spirit. Besides, the small team keep flexible. Last, the common aim and clear goal has contributes to the effective team (Robbins and Judge, 152).

Organization

Coffee is a traditional product with thousand-year-old history. Starbucks makes it become a unique, sustainable and high additional value product and sale it all around the world. This achievement can be contributed by its organizational culture. Organizational culture plays an important role in all aspects of a certain company (Robbins and Judge, 250).

The value and culture of Starbucks can be concluded into one sentence “pursue an excellent performance from the view of humanistic care. It can be understood by its product, service and staff management.

To ensure the high product quality, Starbucks implement Total Quality Management. Based on it, Starbucks focus on the quality and call for participation of all staffs aiming to achieve a sustainable development by satisfying consumers and bringing benefits for society. All staffs means all department and levels of staffs should take part in this plan. So the product quality control starts from the beginning – purchasing. The superior coffee bean is purchased from all over the world with a uniform standard. Besides, all parts of logistic including transportation and packing is in the supervision with the toughest standards. All staffs in Starbucks are required to be familiar with the knowledge and creation method of all product. As for grind, baking and a series of links, it uses the latest facility and technology to product the featured coffee with the digitalizing control. After cook, there is a qualified barista who is responsible to check the quality of each cup of coffee. Every staffs in Starbucks are not allowed to use perfume when they entering into the outlet. My store manager tells me that in Starbucks the smell should be full of pure coffee instead of other smell. This value and corporate culture makes me pay attention to product quality and my behaviors.

Secondly, awareness of customer oriented. Almost all the company mentions they are customer oriented. But Starbucks take action to achieve it. We attach importance to customer experience. Consumers in Starbucks can get a tasty coffee and also get a comfortable room. We spend lots time and efforts to design the furnish and decorate in Starbucks outlet. We update the latest fashion magazine and newspaper for consumers. If consumer tip over his coffee, we will change a new one for him with no complaints. Sometimes we will come up with a special activity for them like a small piano performing. When there is a new style of drink, we will offer it to consumer and hope it can bring surprise to them. Besides, we offer more autonomous rights for consumers with a style of self-service. After order a certain kind of coffee, consumer can have a set for relaxation and can also enjoy the process of cooking coffee by barista. Besides, there are lots of condiment like toffee, creamer and ground cinnamon for different taste of each consumers. Thirdly, we establish a good relationship with consumers. All staffs including intern in Starbucks are required a 24-hour training of customer service, basic sales skills and basic coffee knowledge. We are supposed to realize the demand of our consumer and explain to them patiently in terms of different flavor and fragrance. When consumers ordering a coffee, we should remember what they order and its price, but also get the information of their age group and name. Otherwise, the cashier machine cannot run. In this way, when a consumer come to Starbucks for the second time, it is easy to recommend a proper coffee for him when he does not what to choose. The consumers also feel warm about what we have done for them. Last but not least, the opinions from consumers are extremely important and we pay attention to them. There is a store reporting and meeting in our outlet every week. One of the content of it is to analyze the opinions from our consumers and think out methods to improve our situation. After that it should be transferred to corporate headquarters too. In this way, consumers feel the sincerity of our product and service, which leads to sales boost and more suggestion from them. How to get information from our consumers? We put a response letter on the stage with evaluation of service quality, environment, product quality and overall feeling. We will answer all the letter for them and will not ignore any opinions from consumers. To make this system operate well, there is also a system of mystery customer, which aims to confirm whether an outlet carry out a service standard of “try our best to cook every cup of coffee for consumers”. This system is that some people with no relationship with Starbucks are selected to visit a certain Starbucks outlet after a training. And then, they will finish an evaluation for that outlet with a uniform standard for all the outlets in the world. The content of exam is very detailed including whether there is a smile and eye contact when consumer entering in a store. Besides, this evaluation is unscheduled, which makes all store managers keep attention to the consumer service all the time. Furthermore, in terms of improvement service for consumers, we also spend efforts to go further instead of keeping it in a high level. A lot of additional service is offered to consumers including free WIFI and innovation in financial field. Prepaid card is introduced to reduce the time of payment. The localization is also highlighted and Starbucks will prepare special gifts for different festivals.

The strong culture of Starbucks make it distinguish from other organization. People in Starbucks have the strong willing to meet the consumers’ demand and improve the product quality. Additionally, it represents the sense of identity for its staffs. We call each other as partners ignoring the title of a post and try to maintain the brand of it. Last, it makes the commitment from staffs higher than the individual interest. Sometimes we work overtime voluntarily because we want Starbucks have a better image in consumers’ view.

External

The external factors have important influence on a company too. As we can see, Starbucks spend lots of effort to improve its product quality and diversify its product mix to rise to the occasion. Take Costa which is a famous coffee store brand too far an example. It is going to have more than 900 outlets in 2020. Although the quantity of outlet is less than Starbucks, its store-opening rate is very high. Except the famous chain coffee shop brand, the local coffee in a small size can also bring threat to Starbucks. They focus on a certain area and provide high quality to treat local people’s appetite. Additionally, the small size make them change flexibly. Thus they can put forward marketing mix properly to meet local people’s demand. Except the coffee shop, some dessert shop can also be a competitors for Starbucks. With the business development, Starbucks has become a comprehensive coffee shop and food has taken a large proportion in its revenue. So Dunki’Donuts and other eating and drinking establishment are the potential competitors. Unlike the small local coffee shop, they are also a famous brand in the world with great competiveness in catering industry. last but not least, some substitute goods also constitute a danger for Starbucks. People can use juice, milk tea and other drinking to replace coffee in Starbucks to meet their demand.

Conclusion

From the view of organizational behavior, we can realize a certain behavior of certain person or organization. This theory points out the reason behind complex and various human beings’ behaviors. Besides, it can also give us inspiration of how and why a company can make talent showing itself.

Starbucks is the most famous chain coffee shop in the world with the most outlets. Its corporate value and culture drive its behavior. In value of respecting consumers and keeping high product and service quality, it comes up with an effective and efficient system to control its product quality and achieve a sustainable improvement with the time goes by. To support this system, it pay attention to its staffs. Starbucks respects its staffs and provide enough opportunity and training to them, which grow them up fast. Although it cost lots of resources to do so, the qualified staffs bring benefits back to Starbucks with the commitment of corporate value. With the guide of Starbucks’ value, staffs try their best to control product quality and improve their sales skills to meet consumers’ expectation. The direct cycle mentioned above makes Starbucks develop fast and sustainably. However, organizational behaviors can be affected by the external factors (economy, competitors and so on). This factors will drive the change of an organization’s behaviors too. Thus, to keep competiveness, Starbucks is expected to pay attention to its internal operation and external factors. The theory of organizational behaviors provide us a view of observation for a company and its development.

Work Cited

Robbins, Stephen P., and Tim Judge. Essentials of Organizational Behavior. Boston: Pearson, 2012.

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