Managing Diverse Employee at Starbucks: Focusing on the ethic and Inclusion
Workforce diversity is a reality of the modern times for every organization and managing it effectively can lead to a sustainable competitive advantage. The purpose of this paper is to discuss how managers lead diverse employees in a global environment and what makes this company so unique.
Effective management of diversity is not only employing diverse employees, but learning to appreciate, respect and respond to the needs, value, and beliefs of diverse employee and provide a positive work environment. Therefore, we will analyze the general environment and task forces that affect the diversity, as well ...view middle of the document...
In this study, we will identify the strategies used by Starbucks to manage its diverse employees, and analyze its impact on the company success.
Starbucks in Malaysia is operated by Berjaya Starbucks Coffee Company Sdn Bhd, a license of Starbucks Coffee International. From our first store opening in Kuala Lumpur on 17 December 1998, we have expanded to Sabah and Sarawak ans surpassed the 190 stores milestone in March 2015. Now into our 16th year of operation, Starbucks has grown not only to become the favourite coffee place for Malaysians but also production members of communities across the country. Starbucks is the number one of the top ten largest coffee chains in the world. Starbuck mission is “to inspires and nature the human spirits, one person, one cup and one neighbourhood at a time.(Starbucks, Company Profile , 2014). Besides, the company takes a holistic approach to ethically sourcing the highest quality coffee.
There is great balance between profitability and social conscience. Starbucks is considered one of the World’s most ethical companies (Ethisphere, 2013). The company uses responsible purchasing practices; supports farmer loans’ forest conservation programs and has been involved in several volunteer programs to help the communities where their stores are located. (Starbucks, Company profile, 2014), Moreover, Starbucks is striving to create a culture that both values and respects diversity and inclusion. To do so, they have integrated diversity and inclusion into the core of their leadership competencies and expert that all leaders practice behaviours that demonstrate inclusion. (Starbucks, diversity and inclusion, 2014)
The company refers to its employees as “partners” because they consider them as part of the business success. In the Starbucks’ Business ethics and compliance focus, diversity is part of the second principle of the company and its states, “Together, we embrace diversity to create a place where each of us can be ourselves. We always treat each other with respect and dignity and hold each other to that standard (Starbucks, Business ethics and compliance, 2011 p.2)
The general environment
Demographic forces: The general environment consists of several factors including the socio-cultural aspect. The PESTLE analysis is a framework that can be utilized to understand an organizations general environment or macro environment. The acronym stands for: Political, Economics, Socio-cultural, Technological , Legal and Environmental ( Oxford, 2012 ) demographic factors involve outcomes of change in or changing attitudes toward, the characteristics of a population, such as age, gender, ethnic origin, race and social class.(Jones&George ,2011). Demographic determine that target markets which will be explored.
Starbucks built their image to reach the desired target. The majority of their business relied on middle-class and above working adults as well as older students. Since their prices are higher...