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HUMAN RESOURCE MANAGEMENT: GAINING A COMPETITIVE ADVANTAGE
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Starbucks’, the Seattle-based coffee store mission
is to inspire and nurture the human spirit:
one person, one cup, and one neighborhood at
a time. The company is well-known for its ethical
sourcing of coffee from farmers all over the world,
environmental stewardship (by 2015 all cups
will be reusable or recyclable), and community
involvement through volunteer work in neighborhoods
where stores are located. Its stores
are designed to be an inviting place for meeting
friends and family, reading, working, or as a
respite from the hectic pace of daily life. Customers
can enjoy fresh-brewed coffee, hot and iced
espresso beverages, blended coffee, smoothies,
teas, complemented with pastries, sandwiches,
salads, oatmeal, yogurt parfaits, and fruit cups.
Starbucks had experienced incredible success
until 2007 when competition and the recession
began to cut into sales and profits. One of the
reasons Starbucks struggled during the recession
was because customers perceived its beverages
as too pricey. The company responded by closing
stores, launching a new marketing campaign, and
retooling business practices to increase the efficiency
in its stores.
978-0078029257
NONE
Management
English
2000
1-67
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