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MOTIVATIONAL STRATEGIES AT STARBUCKS 2
geographically situated in America. It was initially founded in the year 1971 in Seattle,
Washington and as of November 2016, it has extended branches and thus operates in 23,768
coffee, Starbucks mainly distinguish itself from different venues serving coffee in the United
States by taste, customer experience and, most significantly taste. While other coffee serving
venues target quality minded coffee drinkers with handmade coffee, Starbucks on the other hand
use automated machines and, as thus, enhancing safety and efficiency. The Starbucks became
more profitable in the 1980s despite its initial economic degradation and therefore led to its
expansion in the British Columbia and the Midwest in the late 1980s (Schultz & Gordon, 2011).
The company, further, experienced reenergized profits with its initialization in California.
Research by Schultz and Gordon states that the Starbucks opened averagely two new locations
The Starbucks has a well-perceived job motivation strategy that enables the company to
be positively highlighted (Schultz & Gordon, 2011). It has, therefore, achieved success
throughout history not because it offers quality products and services but as a result of the
ambiance atmosphere of teamwork effectiveness and cooperation. Equally, Starbucks has always
practiced three essential things. They include motivation of employees, proper communication,
excellent relationships and continued teamwork. This has, therefore, enabled Starbucks
relationships between its managers and employers, ensures equal treatment of employees,
MOTIVATIONAL STRATEGIES AT STARBUCKS 3
Favorable welfare measures and, more so, allows equality in opinion giving by both employers
and employees.
employees (Schultz & Gordon, 2011). These points include: competency development, task
delegation, information sharing, and, most importantly reward giving. Starbucks has actively
changed the viewpoints of global coffee consumers, a fact that has caught the world attention.
This has, therefore, been achievable through teamwork and employees motivation playing as the
critical factors of the companys policy contrary to the elements of traditional management
which only lays focus on the production and ignores the employees idea.
barrier less communication (Certo & Trevis, 2016). To achieve this, employees are assigned
work to a smaller team to provide ease in connection. Moreover, they organize for weekly
meetings to discuss new ideas at the company. Open communication is an excellent means of
organizations members activities in the desired directions which lead to the attainment of the
with issues such as the development of excellent working relationships, arbitration of conflicts
and most importantly the morale towards achieving. Therefore, it is an important constituent of a
manager's job; as a matter of fact, the potential to influence others is a core determinant of a
as well as establishing a corporate culture (Certo & Trevis, 2016). These various activities are
interrelated to each other as each is accomplished solely through communication with the
organization members. For instance, managers can select the kind of leader members that they
need after analyzing the characteristics of the different group and again determine the best
strategies to motive them. Moreover, despite the leadership ways they adopt, their working with
groups, their leading and they're motivating, for instance, will only be accomplished through
communication with the organization members. This thus makes the ability of communication to
be the basic management skill. Influence is not tied to managers' positions in an organization.
Preferably, the employees are the most influential people in a group. Managers build on
influence and prepare employees to take instrumental roles such like assisting their coworkers in
adapting to change.
Communication on the other hand is the process through which organizational information
transfer is enabled in a company. Research by Certo and Trevis states that communication is also
an ordinary management skill and is mostly perceived to be the most responsible skill
interpersonal communication which is the sharing of information with other members. For a
communication and the feedback. With good communication skills as well as excellent
interpersonal communication in the Starbucks, the workers keep one another accountable.
Moreover, it helps its employee to know what is expected of them is. This, thus, assists in
MOTIVATION
prevented by failure to satisfy lower level needs. Maslows hierarchy of needs is a motivational
theory that comprises of a model of human needs mostly portrayed as ranking levels within a
pyramid. It is affirmed that motivation of people is essential for the achievement of individual
requirements and that some particular needs take preference over others (Seeley, 1988). This
theory further expounds on the need to satisfy lower deficient needs before meeting high-level
Abraham Maslow constructed a hierarchy of needs consisting of five levels outlining the
requirements of a person working within a company. The lowest level entails psychological
needs needed by every employer and includes water, food, pay and job security. Starbucks
successfully fulfills this level successfully by offering steady pay rate as well as issuing
employees with breaks so as satisfy the hunger need (Schultz & Gordon, 2011). Moreover, the
company also offers discounts on the products it provides to its employees. The second level in
the Maslows hierarchy is safety needs, which ensures safe employees working environment in
regards to both safety and health. Starbucks also fulfill this stage by offering safe and clean
environments.This is exhibited via the organizations meeting safety standards and general health.
dental and vision care, life insurance, dependency and most importantly medical insurance.
MOTIVATIONAL STRATEGIES AT STARBUCKS 6
Maslows third hierarchical level outlines the social needs such as respect among
employers and employees, affection extended by employers toward employees. Regarding this,
Starbucks employees are treated with respect. This is exhibited by the way the employees are
addressed regarding job title partners rather than labeling them as workers by the managerial.
Esteem needs such as promotion and job status are exhibited in the fourth level. Starbuck keenly
(Schultz & Gordon, 2011). Starbucks solely strives to offer support to individual worker to move
from being baristas to being store managers and eventually assume more prominent positions
and roles in the company. Besides the barista position appearing simple, the Starbucks do not
limit employees regarding promotion and capabilities. Finally, the last top hierarchical level
achievement within their job title. Starbucks, therefore, puts its employees through training
systems thus enhancing their choice of career and enables them to meet particular results.
Maslows system, as a fact, is hierarchical that initially focuses on satisfying lower needs
before the motivation affects the higher level needs. Nonetheless, with personal developments
exhibited by an individual potential, the need for self-actualization can never be fully satisfied.
Thus, the motivating process through the requirements is endless. This, consequently,
encourages the continued motivational process by the Starbucks which continues to uplift its
The McClellands theory lays focus on power, affiliation and achievement and how it
affects individuals from a managerial view (French & Torres, 2010). An individuals
MOTIVATIONAL STRATEGIES AT STARBUCKS 7
effectiveness and motivation in a specific job is strongly influenced by these three needs.
Regarding achievement, people with high demands for achievement seek to prosper and
therefore avoid both high risk and low-risk situations. On the other hand, achievers avert low-
risk circumstances and thus ventures into high-risk projects as the view the outcome of these
projects to be one of chance instead of ones effort (French & Torres, 2010). Individual with high
needs for affiliation focus on mending harmonious relationships with others, They, therefore,
incline to suit or instead fit in their work group and, as thus, opt for work that enhances personal
interaction. On the other hand, people in high need for power are often viewed to be undesirable
The need for achievement is addressed by the Starbucks via exclusively intense training,
and the stock options use to connect its employees and the organizational success. On the
contrary, Starbucks addresses the need for affiliation by working through life and work programs
that links employees with shared hobbies and interest and the need for power via the numerous
partner relation programs. The social relationships exhibited between the Starbucks and its
employees are based on the unique demands and the substantial private contributions of the
partners (Schultz & Gordon, 2011). The organization demands perfect performance from its
vision. This, in turn, compels the companys pursuit of persistent growth and profitability. On the
other hand, the Starbucks provides a beautiful working environment, respect, and dignity to its
employees. The employees, often referred to as the partners, on the contrary, demand satisfaction
of their needs via the organization's motivational program. The partners, in turn, offer their
exceptional knowledge, skills, loyalty and customer service (French & Torres, 2010). This
MOTIVATIONAL STRATEGIES AT STARBUCKS 8
Theory X and theory Y are two differing theories, regarding the Starbucks that explain
how the organizational perception can affect managerial style. Theory X refers to authoritarian
management while theory Y, on the contrary, refers to participative management (Leonard &
Hilgert, 2004). The autocratic administration exhibits little employee motivation and involves
micromanaging of employees work to ensure proper delivery. On the other hand, participative
management presents high motivation whereby managers entrust their employees to take
management approach assumed has significant effects on the ability to motivate the staff. It, is,
therefore essential to understand the employees perceptions toward the management as well as
their view on what drives them. Moreover, theory X type of control assumes that employees
dislike work, avoid their work responsibility and need supervision in all instances. Organizations
using this kind of control, thus, tend to employ several tiers of supervisors and managers who are
always authoritative to direct workers. On the contrary, theory Y maintains an optimistic opinion
on their people besides using participative, decentralized management style. This, thereby,
motivates and encourages a trust-based and collaborative relationship between team members
and their employers. Moreover, unlike theory X organizations, appraisals and remunerations are
regular.
MOTIVATIONAL STRATEGIES AT STARBUCKS 9
employers are self-motivated towards performing their tasks. Starbucks regularly offer appraisal
and remunerations to its partners as well as allow them to view their work as challenging but
fulfilling (Schultz & Gordon, 2011). This therefore increases the employers desire for more
desirable careers that provide them with more critical factors besides money. Starbucks
management encourages its employees to frankly state their opinions as well as more
communication with the administration. Therefore, the employees enjoy a very high satisfaction
as well as the formation of a stable bond amongst themselves. Moreover, the employees develop
pride as a result of working for a preeminent successful organization that acts according to their
values of interest. As a result, maximum productivity and profitability are acquired from the
employees, thus enhancing performance and catapulting Starbucks to stay in the lead.
Managerial Communication
with each other besides employees within a company (Overton, 2008). It helps in information
transfer. Moreover, it helps in the flow of vital information among managers working towards
2008). Starbucks mission of internal communication is to effectively manage the flow of their
information via defined communication channels for the effective initiative execution of the
Starbucks employees are often referred to as partners, and this enables ease of communication
between each other (Schultz & Gordon, 2011). The managerial team organizes weekly meetings
MOTIVATIONAL STRATEGIES AT STARBUCKS 10
employees on training seeking to improve their communication skills. Besides, they also provide
special kind of cards referred to as thank cards to the employees which enable the staff to express
their gratitude. This card however small it seems, therefore, acts as a communication tool for the
employees. With all these steps undertaken to improve communication, the Starbucks
Job Design-Flextime
Flextime is a schedule that exhibits flexibility in the hours that employees are
needed to be at their work places. It allows workers to determine their working hours. Starbucks
employees are encouraged to work at different times so long as they maintain their production
level (Schultz & Gordon, 2011). Flextime job design attracts more qualified workers in an
having different workers in different hours of the day, for instance, having some of the
employees in the morning, different ones in the afternoon and others for night shifts. This means
that the Starbucks organization works based on a 24 hours setup and, as thus, increasing
productivity and hence high profitability. In this work set up the employees exercise a great
sense of life-work balance. Therefore, this acts as a motivation to the employees for they are
proud to work for a company that allows them to decide or choose the time intervals that they are
Behavior modification
2016). It involves the replacement of undesirable behavior with the accepted and the desirable
MOTIVATIONAL STRATEGIES AT STARBUCKS 11
ones. Behavior should be modified through reinforcement and by consequences. The common
offer reward exclusively on ethical behavior of its employees. This motives its employees to
continue behaving in the organization's code of conduct. On the other hand, Starbucks employs
negative reinforcement to take the undesirable results away and, as thus, reinforcing good
behavior. The rule of behavior modification explains the code of behavior that is supposed to be
devotes more time to ensure the emulation of meaningful guidance regarding behavior
modification. This guidance offers an excellent explanation on when to inflict a penalty and
more so pays attention to the employees development concerning their code of conduct. On the
punishments (Schultz & Gordon, 2011). This can be negative as well as positive. In Starbucks,
the term positive refers to a consequence added. This means that the employee under the
punishment will perform some extra duties thereby extra results. This, therefore, will encourage
the employee to behave correctly to avert the extra consequence in the future. On the other hand,
Negative punishment refers to withdrawal of something. In Starbucks case, it may include salary
deduction as a penalty. This, in turn, will encourage the employees under this kind of punishment
to stay in the right lane concerning their behavioral mode to avoid more salary deductions. With
the right behaviors emulated in the Starbucks, an increase in its productivity is recorded within
the organization.
Monetary and Nonmonetary incentives are both effective within Starbucks. However,
financial motivations seem to be more efficient when the employees are motivated by hard cash
MOTIVATIONAL STRATEGIES AT STARBUCKS 12
or any additional payments that lead to increasing in their total enough compensation. A
appreciate their exceeded expectations (Clark, 2016. They can include stock options, profit
sharing, and cash bonuses increasing an employee's compensation. On the contrary, non-
monetary incentives refer to the rewards that exhibit the promise of an opportunity. Starbucks
offer opportunities to employees who excellently meet their expectations (Schultz & Gordon,
2011). These opportunities include flexible schedule at work, time off from work and even
desirable changes in the working environment. Both monetary and nonmonetary incentives act as
This therefore encourages the employees to work efficiently to earn extra shillings. As thus, with
the increase in the productivity of each employee, the general productivity of the organization
Conclusion
Starbucks is the leading coffee retailer that produces and sells a wide variety of drinks,
confections as well as pastries globally. It has changed the viewpoints and the behaviors of its
global coffee consumers. Its success has attracted worldwide attention. Moreover, it is the fastest
growing corporation as well as the exceptional business design with the lowest employee
turnover rate and an excellent profit performance. The teamwork acquired through excellent
communication besides the motivation of its employees forms the key factors of the Starbucks
policy and, most importantly, has led to its success. Several theories that the Starbucks uses to
motivate its employees are viewed to be motivational behaviors that attempt to satisfy needs.
These different theories are not complete on their own. However, each theory gives the
MOTIVATIONAL STRATEGIES AT STARBUCKS 13
framework that Starbucks uses in analyzing, interpreting and managing of its employee's
References
Certo, S. C, & Trevis. S. C. (2016). Modern Management: Concepts and Skills, 14th Edition.
Pearson.
French, S. L., & Torres, R. M. (2010). Motivation for enrolling in school-based agricultural
Missouri--Columbia.
Leonard, E. C., & Hilgert, R. L. (2004). Supervision: Concepts and practices of management.
Schultz, H., & Gordon, J. (2011). Onward: How Starbucks fought for its life without losing its
Seeley, E. S. (1988). The implications of Maslow's theory of motivation for consumer behavior: