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Starbucks’ Human Resource and Maslow’s Theory Report

Table of Contents Brief Summary of the Case

Analysis of Starbucks HR Practices Using Maslow’s Theory

Concluding Remarks

List of References

Brief Summary of the Case Starbucks Corporation has managed to redefine the concept of human resource management. In the 1990s, Starbucks realized that “motivated and dedicated human resources were critical to the success of the company” (Regani 2005, p. 4). This knowledge led to new HR policies and practices that eventually supported the firm’s expansion strategy. The company’s recruitment motto has been “to have the right people hiring the right people” (Regani 2005, p. 4). The outstanding qualities targeted by the firm include dependability, teamwork, and adaptability (Regani 2005). This framework has continued to support the company’s human resource needs.

Analysis of Starbucks HR Practices Using Maslow’s Theory Theories of motivation describe several issues that can be used to achieve the best business goals. Experts believe that a motivated workforce will focus on targeted business objectives. Abraham Maslow’s hierarchy of needs is a powerful motivation theory that can analyze the major strategies used by Starbucks to empower its employees. This theory argues that “human beings have a unique pyramid hierarchy of needs that must be satisfied” (Koltko-Rivera 2006, p. 309).

People will climb the pyramid when the lower needs have been met. The pyramid has both growth and deficiency needs. Deficiency needs such as safety and psychological expectations must be satisfied before an individual focuses on growth. The theory has been applied profitably in different working environments. Starbucks is a successful firm that has followed different aspects of the theory to empower its employees.

According to the theory, deficiency needs can be addressed by providing job securities, proper remunerations, medical benefits, and positive working environments (Koltko-Rivera 2006). As well, companies can address the problems affecting their employees. The theory also focuses on the best approaches to promote social interaction. For instance, companies “can improve the level of employee participation, create team spirits, and embrace different social activities” (Koltko-Rivera 2006, p. 312). Praises and awards have been used in different companies to promote self-esteem. Training is also given to workers to improve their self-esteem. The last segment of the pyramid is self-actualization. This need is fulfilled through the provision of challenges and creative ideas. Training is also a useful tool for addressing these needs.

Maslow’s hierarchy of needs theory can be used to describe how this company has managed to motivate its workers. To begin with, a positive organizational culture has defined Starbucks operations. The firm addresses various employees’ psychological needs. The welfare of the workers is given priority to promoting the best practices. The company’s core objective has been “to provide a great working environment that treats everyone with dignity” (Regani 2005, p. 6). Concepts of partnership, equality, and togetherness have always supported the firm’s goals. The concept of equality ensures that the needs of more employees are addressed. The company also promotes humility.

The small company concept has been maintained over the years despite the firm’s rapid growth. This move is critical towards supporting the entrepreneurial spirit of different workers. Camaraderie and informality have become common because of this working atmosphere (Regani 2005). Workers interact positively with their customers thus delivering the best outcomes. Awards and open forums are embraced to empower more workers. Such individuals are involved in different decision-making processes. Teamwork has also been encouraged thus delivering the best results.

The firm has been on the frontline to address most of the employees’ growth needs. Starbucks also established several training centers for its employees. The training programs encourage more “workers to support Starbucks’ service principles and philosophy” (Regani 2005, p. 4). Such aspects have always been critical towards promoting the company’s success. The training sessions also offer the major Star Skills that redefine the interpersonal relationships of the company (Regani 2005). These skills “include ask for help, maintain and enhance self-esteem, and listen and acknowledge” (Regani 2005, p. 5). Managers at Starbucks also receive adequate training to ensure the company achieves most of its objectives.

Get your 100% original paper on any topic done in as little as 3 hours Learn More The case study shows that majority of the employees have always appreciated such training programs. This move indicates that such workers are important and valuable to the company. The practice supports the concept of employee growth. Work-life balance has been embraced by Starbucks for several years. The program promotes the mental, spiritual, and physical wellbeing of every worker (Regani 2005).

According to different analysts, the company gives the best wages in the industry. The “pay-per-hour in the company exceeded the minimum wage outlined by different state regulations” (Regani 2005, p. 5). Starbucks has also been offering comprehensive and timely stock options to its workers. The employees also receive comprehensive health perks and benefits. The company focuses on different issues such as eyesight and dental health. Howard Schultz is a celebrated leader who developed a powerful employee-ownership program at Starbucks. For instance, Starbucks ‘ Bean Stock Plan offered stock options to many part-time employees. The company also treats its workers as partners (Regani 2005).

The firm’s Working Solutions program has continued to present numerous benefits to different employees. The program has managed to address the needs and wellbeing of many workers. For instance, the program made it easier for Joan Moffat to get assistance for her sick grandmother (Regani 2005). This program complements the firm’s work-life balance thus delivering quality to different stakeholders. The ‘Partner Connection’ program continues to bring together individuals with similar needs and interests. The employees also “receive discounts on various Starbucks branded merchandise” (Regani 2005, p. 6). Such programs and approaches have continued to retain top talent at the company. The organization also finds it easier to attract new workers who can support its goals and objectives. The individuals work together in an attempt to support the company’s vision.

Concluding Remarks Maslow’s hierarchy model shows clearly that Starbucks focuses on the needs of its employees. According to this model, wages are salaries that should be considered as critical aspects of people’s deficiency needs. Starbucks offers above-average wages as a guarantee of security (Tay

Nestle’s Nescafe Arabiana Marketing Plan Audit Report

Nursing Assignment Help Executive Summary Henri Nestle started the Nestle Company over a century ago to provide healthy food to mothers who could not breastfeed their children. The company developed and expanded by way of mergers with other businesses that shared its vision. The founder, Henri Nestle used his name because it represented the ideals he worked for as a pharmacist. The logo also indicated the founder’s dream to feed people with healthy meals.

Apart from offering condensed milk to the infants, it also diversified its products to include adults. It started providing milk powder, biscuits, sweets, pampers, chocolate and coffee. It is these products that enhanced its presence all over Switzerland, America, Europe, and Africa.

Its presence in the Middle East brought about a product called Nescafe Arabiana, Arabic coffee. It was a result of three years of intensive research. The company wanted to launch a product that would be acceptable in the United Arab Emirates region. The brand grew to become the best product that has enabled Nestle to stamp its dominance in the area.

It has used its name recognition to provide varieties of the same product. It has also introduced another range of products that are not a beverage category. The market for coffee started centuries even before Nestle ventured into the Middle East. The people used it as a gesture of warm welcome to their visitors. The small vendors of the product did not provide innovative standards in the field. Nestle saw the opportunity and used it to advance its brand in the region.

Nestle Arabiana has improved its marketing strategies and uses them to develop in the volatile market. The company uses its immense resources to market its product and make significant sales. Nescafe Arabiana has over 80% market dominance. Therefore, it only needs to utilize its strategic positioning well to maintain its market.

Introduction Nestle is today the world’s leading company in the provision of food and drinks. It has grown by leaps and bounds from its inception over a century ago. The company has hundreds of products. It is in over 130 countries. One of its core competencies is the desire to become innovative. Some products come in more than five varieties. Nestle Arabiana is the Arabian coffee is introduced to the Middle East. The UAE region has adapted to it, and it has become the best coffee product in the market. Its marketing strength deals with the principle of research and development. It has a market of over 80% and keeps on increasing. The market is growing and the demand to produce more is appreciable. The company has strong brand recognition and produces quality products.

Nestle Company Overview Nestle is today the world’s leading company in its provision of food and drink products (Mirabile 2007). The products promote health, nutrition, and wellness. Nestlé’s is on a mission to provide foods and drinks that suit the desires and taste of the market. From its inception to date, Nestle has grown to have more than 100 different products in different classifications.

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Nestlé started operations first in Switzerland. It was in 1866 when Anglo-Swiss Condensed Milk Company opened the first European condensed milk factory. It was in Cham, Switzerland. In 1867, a pharmacist known as Henri Nestle came up with the world’s first prepared cereals for infants. About 38 years later, the two businesses joined hands to form one company which became known as Nestle. It had its headquarters in Vevey town in Switzerland (Weiss 2011).

The first customer was a premature infant who could not take the mother’s milk or any other foodstuff from any other source. The main purpose of the pharmacist was to make a meal that was suitable for parents that could not breastfeed their children. Most of his tests majored on varieties of cow milk, sugar and cereals.

Nestlé employs about half a million workers all over the world (Kose 2007). It has opened stores in almost all countries of the world. It closes its books worldwide with millions of sales. It makes billions of dollars. It is a public listed company. Nestlé SA has subsidiaries all over the world. It has a good and strong relationship with its suppliers, especially the farmers. It builds this great relationship through strong local management teams. Nestlé also has a well established Research and Development team and manufacturing department. Its primary competitive advantage is the unmatched geographical presence all over the world (Mirabile 2007).

Health Standards

Health and nutrition provide Nestlé’s strategic direction. Customers can make healthy choices about their food and beverages. In as many other products are concerned, Nestle prides itself on the Nestle Arabiana in the Middle East. It is a healthy product with a variety of flavors. Nestle believes that good beverages must be a healthy one. It sometimes means treating the body. It provides pleasurable, tasty and nutritious products.

Corporate Value Creating Shared Value is the best way that Nestle encompasses its vision. It uses this model to connect with society worldwide. The main thinking behind the shared value is that business does not only exist to serve the interest of the company. The company is in an environment where people are concerned. Therefore, as the company grows, so should the communities and individuals in those settlements.

Nestle has created a value chain. It would continue to foster development in its chain (Kose 2007). It has also established a competitive edge above its competitors. The company engages in actions that address social and environmental issues. The firm has established its internal strength by applying best business practices and being able to sustain its market. As a result, this helps to preserve the environment for future generations. The shared value is in three categories; nutrition, water, and rural development.

Its most important pillar is nutrition. Since inception, food and nutrition have been its business because they constitute to good health. Nestlé’s mission is to enhance the quality of life of its consumers. It does this by providing tastier and healthier food and beverage choices. It also provides services that help people improve their nutrition, health, and wellness.

We will write a custom Report on Nestle’s Nescafe Arabiana Marketing Plan Audit specifically for you! Get your first paper with 15% OFF Learn More It focuses on water and rural development as part of its Corporate Social Responsibility. In so doing it serves its market and considers its importance to the business. Other beneficiaries are the employees, farmers, suppliers, distributors, and communities where it operates.

The company has set the best standards to create shared value in the firm and outside. And that is what Nestle has done. It complies with international codes and norms as well as the company’s Code of Business Conduct. It also maintains the Corporate Business Principles, and Management and Leadership Principles.

Review of the Financial and Marketing Perspectives The financial information of the company since 2008 shows the potential for growth. For instance, the market capitalization in 2008 was CHF150, 409 million. But in 2012, it came to CHF190, 038 million, of course with some fluctuations over the years. The sales dipped in 2011 but started rising again from 2012 towards 2014. The projection is that the sales and proceeds would keep growing (Kose 2007).

The company does not need to invest more money in marketing because people believe in the products of Nestle. Nescafe Arabiana has become a local product in the UAE. Marketing should only continue as a means of reminding customers and maintaining the market. It may also provide informative marketing for the new citizens entering the region. The company should invest more in Research and Development to enhance its product viability and longevity (Koch 2011).

Nescafe Arabiana from Nestle Nestlé’s mission is “Good Food, Good Life”. It provides customers with the chance to choose among its broad range of products. The meals are for all seasons and all time. Nestle entered the Middle East over 70 years ago. It formulated its brands to suit the market. Nescafe Arabiana is the coffee that gets inspiration from centuries-old coffee culture. The preparation of the Arabic coffee requires very light roasted beans and infused with massive doses of cardamom (Al-Samadani 2013).

Nescafe Arabiana came into being as a result of three years of intense research. Nestle wanted to launch the particular Middle East product to complement the discerning local palette. Arab culture has a profound history of coffee consumption.

Arabica green coffee has Chlorogenic acid. It is one of the most powerful and effective anti-oxidants. It cleans the body and protects it from free radicals that destroy the body’s cells. Green coffee’s other benefits include weight loss, digestion, and health enhancement. It also helps the consumer improve his or her focus, memory and attention (Koch 2011). All over the world, Nescafe has become the number one coffee brand. Nescafe Arabiana is an Arabic coffee that has cardamom. It is the first of its kind and is the leading coffee product available in the UAE and its environs.

Nescafe Arabiana has set the standard as the only coffee provider in the region. It is the niche and does not have a problem with competition in this category. It has approximately 80% of the market and is the market leader. Being the best requires the company to do continuous extensive research and carry out several market surveys. It would help to build on its strengths and capabilities while improving on its weaknesses especially with the CSR. The decline of previous coffee producers was due to a lack of innovation in the industry (Koch 2011).

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Nestle Arabica has more strengths and hence possesses greater capabilities for further expansion. Its SWOT analysis indicates its strength in product development. Research and Development, distribution channels and specialty in merger acquisitions are also its strengths. It is also good in brand recognition, reputation, and consistency in quality production. Opportunities exist in the increasing market demand and ability to acquire small companies. Its CSR portrays a weakness that it can work on with time to improve its image. The primary threat is the rising cost of production.

The critical success factors are the quality product with excellent flavor, diversification, and ethical view. The only major problem that Nestle Arabica can work on is its moral values and response to customer queries. Nescafe has earned its recognition the world over because of its well-established brand, quality products and having a human face. It has employed hundreds of people from the United Arab Emirates. Some of the strategic tools for continued success would involve PESTEL (Weiss 2011).

PESTEL Analysis

PESTEL is an acronym for Political, Economic, Social, Technological, Environmental, and Legal (Rao, Rao