SUBJECT NAME:

CORPORATE COMMUNICATION AND PUBLIC

RELATION.

TOPIC NAME:
EMPLOYEE COMMUNICATION.
TEACHER NAME:
Dr. URMILA SHETVE.

Nishi Shah 231 2020300711

Shruti Kate 212 2020300675

Esha Rajpurohit 227 2020300597

Sharli Kashalkar 211 2020300697

 INDEX

SRNO. TOPIC
1 Subject Name, Topic Name, Teacher Name.
Student Details: Name, PRN, Roll no.
2 Index
3-4 Company Profile/Product/Services
5-11 1. Company Profile
2. Employee Designation
3. Employee Communication Tools
4. Work culture of organization
5. Training Provided
6. Monetary and Non-Monetary incentives Provided
12 THANKYOU
 Starbucks Company Profile
The Starbucks Story

Our story began in 1971. Back then we were a roaster and retailer of whole bean and ground coffee, tea and spices with a single store in
Seattle's Pike Place Market.

Today, we are privileged to connect with millions of customers every day with exceptional products and nearly 18,000 retail stores in 60
countries.

Folklore

Starbucks is named after the first mate in Herman Melville's Moby Dick. Our logo is also inspired by the sea featuring a twin-tailed siren
from Greek mythology.

Starbucks Mission

Our mission: to inspire and nurture the human spirit - one person, one cup and one neighborhood at a time.

Our Coffee

We've always believed in serving the best coffee possible. It's our goal for all of our coffee to be grown under the highest standards of
quality, using ethical sourcing practices. Our coffee buyers personally travel to coffee farms in Latin America, Africa and Asia to select
the highest quality beans. And our master roasters bring out the balance and rich flavor of the beans through the signature Starbucks
Roast.

Our Stores

Our stores are a neighborhood gathering place for meeting friends and family. Our customers enjoy quality service, an inviting
atmosphere and an exceptional cup of coffee.

Total stores: 17,651 (as of July 1, 2012) Argentina, Aruba, Australia, Austria, Bahamas, Bahrain, Belgium, Brazil, Bulgaria, Canada,
Chile, China, Costa Rica, Curacao, Cyprus, Czech Republic, Denmark, Egypt, El Salvador, England, Finland, France, Germany, Greece,
Guatemala, Hong Kong/Macau, Hungary, Indonesia, Ireland, Japan, Jordan, Kuwait, Lebanon, Malaysia, Mexico, Morocco, New
Zealand, Netherlands, Northern Ireland, Oman, Peru, Philippines, Poland, Portugal, Qatar, Romania, Russia, Saudi Arabia, Scotland,
Singapore, South Korea, Spain, Sweden, Switzerland, Taiwan, Thailand, Turkey, United Arab Emirates, United States and Wales.

Our Partners

We offer the finest coffees in the world, grown, prepared and served by the finest people. Our employees, who we call partners, are at the
heart of the Starbucks Experience.

We believe in treating our partners with respect and dignity. We are proud to offer two landmark programs for our partners:
comprehensive health coverage for eligible full- and part-time partners and equity in the company through Bean Stock.
 EMPLOYEE DESIGNATION
Shift Supervisor, Barista Trainee, Store Manager, Shift Manager, Leader
Barista, Assistant Store Manager, Barista Coffee Maker, Supervisor, Shift
In charge.

Shift Supervisor 22,500/month

(2 - 8 yrs exp)
Barista Trainer 15,000/month
(1-6 yrs exp)
Store Manager 50,000/month
(3 - 11 yrs exp)
Shift Manager 21,667/month
(1-7 yrs exp)
Leader Barista 13,333/month
(0 - 4 yrs exp)
 EMPLOYEE COMMUNICATION TOOLS
Globally, Starbucks is well known for its success in the coffee-shop business. Its popularity was maximized through its ability to
provide a unique experience that made people change their outlook on the consumption and attitudes relating to coffee shops.
Today, the world is driven by media, and for the success of the company, Starbucks has incorporated particular communications
tools that retain and capture new clients. This piece evaluates the strengths and weaknesses of each communication tool that is
used by Starbucks today.

1) Digital Marketing- Pandora

One communication tool that Starbucks utilizes to effectively reach diverse audiences is digital marketing, like, Pandora. It allows a
company to produce short or long audio spots that are placed in front of relevant audiences to inform and convince them towards
taking action through purchases.

The strengths of digital marketing:

1. Global reach - with just a small investment, this method helps organizations find new markets along with trading
internationally.

2. Reduced cost - a digital marketing strategy that is well-designed and well-tailored will meet the right clients at a much
lower price than conventional marketing strategies.

3. Traceable, observable outcomes – The organization can easily track markets and assess the success of its campaigns.

4. Enhanced conversion rates- Unlike other strategies which require individuals to get up and visit stores or make phone
calls, with digital marketing, customers can purchase products quickly and fast.

2) Social Media- Facebook, Twitter

Starbucks has several Facebook and Twitter accounts that brand the business and its products (Shirdastian et al., 2019).
Furthermore, it has some apps on Facebook integrated with the company's online store.

Social Media strengths:

1. Brand recognition - Persuasive and appropriate content can draw potential customers' attention and increase the brand's
popularity.

2. Cost-effective - It can be cheaper compared to conventional promotional events and advertisements. The costs of maintaining a
presence on social media are low.

3. Traffic to the website - Social content can increase the company's traffic leading to higher purchases and leads.

4. Interaction with customers – Organizations can have enhanced customer support and respond to feedback efficiently. Positive
feedback can attract other potential customers, while negative feedback is an improvement challenge.

3) Television Aids

Starbucks contains several television ads which address particular products and offerings. Furthermore, they use this method to
alert and prepare their audience for promotional campaigns.

The strengths of this method include:

1. Incorporates sound and sight. A corporation can use convincing headlines and graphics by print ads to get people to read about
their products and understand the message. Radio, but without graphics, has the benefit of voice and sound effects, but customers
have to imagine the products sold while TV advertisements disrupt audiences towards watching and listening.

2. Captures attention: Businesses can demonstrate and convince customers whenever they are to purchase a particular product.
 WORK CULTURE OF ORGANISATION
CULTURE AND VALUES

Your personality. Our heritage. The perfect blend.

Expect more than coffee.

From the beginning, Starbucks set out to be a different kind of company. One that not only celebrated coffee but also connection.
We’re a neighborhood gathering place, a part of your daily routine. Get to know us and you’ll see: we are so much more than what
we brew. We call our employees partners because we are all partners in shared success. We make sure everything we do is through
the lens of humanity—from our commitment to the highest-quality coffee in the world, to the way we engage with our customers and
communities to do business responsibly.

OUR MISSION

To inspire and nurture the human spirit - one person, one cup and one neighborhood at a time.

OUR VALUES

With our partners, our coffee and our customers at our core, we live these values:

 Creating a culture of warmth and belonging, where everyone is welcome.

 Delivering our very best in all we do, holding ourselves accountable for results.
 Acting with courage, challenging the status quo and finding new ways to grow our company and each other.
 Being present, connecting with transparency, dignity and respect.

We are performance driven, through the lens of humanity.

A culture of inclusion

We're committed to upholding a culture where inclusion, diversity, equity and accessibility are valued and respected. Your entire
experience—starting with your application—is designed to be the beginning of an inspirational journey, where you are treated
warmly and with transparency, dignity and respect. We actively hire individuals with disabilities and provide reasonable
accommodations and assistive technologies that enable people to do their jobs. Starbucks is committed to offering reasonable
accommodation for job applicants with disabilities. If you need assistance or an bu accommodation due to a disability, please
contact us at applicantaccommodation@starbucks.com.Our many Partner Networks (also referred to as employee resource groups)
work to create an inclusive environment across Starbucks representing the broad spectrum of our partner backgrounds.

CORPORATE AND SOCIAL RESPONSIBILITY

Female veteran holding up a green apron with embroidered American flag

Opportunity for all

As a leader in hiring great talent, Starbucks has and will always look to create opportunities for our partners and customers in the
communities we serve. Our goals are focused on hiring more Opportunity Youth, refugees, veterans and military spouses. To date,
we have hired over 25,000 veterans and military spouses and look to hire 5,000 more each year.

Sustainable coffee

Starbucks® coffee is verified 99% ethically sourced. We are working with other industry leaders to make coffee the first
sustainable agricultural product. We plan to invest in training and financing for coffee farmers, and providing 100 million coffee
trees by 2025.

Greener retaIl
Starbucks is building and operating stores with an aim to minimize our environmental footprint with ambitious goals for 2020 and
beyond. We plan to build and operate 10,000 greener retail stores, improve the recyclability of our cup and invest in 100%
renewable energy.

Strengthening communities

Each Starbucks® store is a part of a community, and we’re committed to strengthening neighborhoods wherever we do business.
We plan to rescue 100% of food available to donate by 2020 in U.S. company-owned stores and have 100% of our stores worldwide
participating in community service annually by 2020.
 TRAINING PROVIDED
Starbucks Training Program

Whether you're a Starbucks fan or not, the Starbucks employee training provides valuable lessons for
training business employees.

Everyone knows that Starbucks revolutionized the coffee industry.

Almost singlehandedly, the company launched a coffeehouse revival and made drinking dark coffee in a
dimly lit room cool again. Although others attempted to follow in their footsteps, few succeeded in
capturing the market's attention like the Starbucks brand. Starbucks has also experienced its share of
failures and setbacks. When the economic downturn caused the coffeehouse industry to implode,
Starbucks was ill-equipped to survive in a world where caffeine aficionados could no longer afford to
drop $5 on a cup of java. But despite the odds, the brand has managed to refine its business model and
adapt to changing economic circumstances. The Starbucks training program has played a big role in the
company's success. Unlike other brands, Starbucks recognizes the centrality of the customer experience.
They have tailored their training program to provide baristas with the tools they need to enhance the
customer experience and deliver consistently high-quality products to its base. Here are some of
Starbucks' training program highlights that can be incorporated into any small business training strategy.
Well-roundedness. Starbucks puts new employees through a strict training regime in their first 2-4 weeks
on the job. During this time, new recruits complete at least 24 hours of training. But unlike other retail
food service operations, Starbucks' training doesn't focus exclusively on the mechanics of the position.
Since the company understands that their employees are an extension of the brand, initial training
includes sessions on coffee history, coffee knowledge, customer service, retail skills, and a 4-hour
workshop about how to brew a perfect cup of coffee.

Precise standards. As a franchise, Starbucks knows it can't take chances with the quality and consistency
of its products. Using precise standards, their training program indoctrinates baristas in the company's
coffee-making philosophy and processes. New employees are instructed in coffee making techniques,
recipe memorization, ordering procedures, sanitary practices, and other standards required to maintain a
pristine brand image. The lesson here is that Starbucks goes out of its way to define precise standards and
pass them on to its workforce.

Hands-on learning. Starbucks incorporates large doses of hands-on experiences into its training programs.
New employees are expected to get their hands dirty from their first day on the job and to hone their
coffee making skills throughout the training schedule. The takeaway for small business employers is that
training content alone won't equip your workforce for front line realities. For full impact, it needs to be
combined with hands-on experiences that allow workers to learn through trial and error.
 MONETARY AND NON-MONETARY INCENTIVES PROVIDED

Empowered to live life well

Starbucks succeeds when our partners do, and we believe that success is best
when shared. Our world-class benefits and programs for eligible part- and
full-time partners are tailored to your needs. Your Total Rewards package
includes base pay and bonus, benefits, retirement savings, stock and perks.

BENEFITS

Health Coverage

Starbucks offers partners the choice of multiple coverage levels for medical, dental
and vision plans, as well as Health Care and Dependent Care reimbursement
accounts, life insurance, disability and accident coverage.

Stock and Savings

Our competitive 401(k) retirement plan includes a generous company match, and
we offer partners discounted company stock (S.I.P.) as well as participation in our
equity reward program, Bean Stock.

Paid Time Off

Both non-retail and retail partners are eligible for paid vacation days and partner
and family sick time, while salaried / non-retail partners also receive two personal
days per year. Starbucks observes seven paid holidays, during which retail hourly
partners are paid 1½ times their base hourly rate of pay for any hours worked on
these holidays.

Parental Leave

Eligible partners welcoming a new child may receive time off and pay replacement
through parental leave. Starbucks also provides Family Expansion Reimbursement
of up to $10,000 per adoption, surrogacy or Intrauterine Insemination for eligible
partners.

Education
Starbucks offers eligible partners the opportunity to earn a bachelor’s degree with
100% tuition coverage, coaching, counseling and advising through Arizona State
University’s top-ranked online degree programs. Learn more at starbucks.asu.edu.

Commuter Benefit

We offer our partners easy ways to take care of work-related commuter expenses,
like transit passes funded by pretax payroll deductions.

Partner Assistance

Our Caring Unites Partners (CUP) Fund helps Starbucks partners in financial crisis
resulting from illness, death in the family, natural disasters or other extreme
circumstances.
THANKYOU