Starbucks: Organisational Improvement, Innovation & Growth Strategies

This report identifies service and organizational improvement opportunities for innovation and growth at Starbucks. It highlights the importance of innovation for achieving a long-term competitive advantage in a changing macro environment. The report analyzes how Starbucks uses technology, such as reinforcement learning, to personalize customer experiences and optimize operations. Qualitative data is used to inform recommendations for continuous improvement, offering unique customer experiences, leveraging social media marketing, and fostering customer co-creation through a dedicated portal. The conclusion emphasizes the importance of organizational innovation for improving workplace satisfaction and employee productivity, suggesting social networking sites as valuable platforms for generating future innovation ideas.

“Identify
service/organisational
improvement and
opportunities for
innovation and growth

Table of Contents
Introduction......................................................................................................................................3
Aim: “Identify service/organisational improvement and opportunities for innovation and growth”
..........................................................................................................................................................3
REFERENCES................................................................................................................................5

Introduction
Innovation in organisation is playing a very crucial role for the purpose of achievement of
long term competitive advantage. With the changing macro environment there is need to focus
on development of comprehensive understand of mechanisms so that there can be catalysing of
organisational change and development (Anttila and Jussila, 2019). Starbucks corporation is a
American multinational brand of coffee house that is having headquarters in Seattle Washington.
It is worlds largest coffee-house chain that is having presence across 83 countries. Presently
there is analysis is analysis of the organisational opportunities and improvement for growth and
innovation in the changing situation for star-bucks.
Aim: “Identify service/organisational improvement and opportunities for innovation and
growth” A study on Starbucks.
Main body
As per view points of jennifer Sokolowsky (2019), all organisations are working towards
establishment of business opportunities and growth strategies so that they are able to maximise
their functioning. With context to Starbucks it is a coffee brand that is encountering a similar
sights with espresso shots being puller and customers are working towards using hand crafted
coffee. There is a team of world class, of technologies that is working towards technologists in
innovation each day. The main aim of innovation is to focus on using technology to be centred
around building of effective customer connections (da Silva Etges and Cortimiglia, 2019).
Starbucks is working towards using reinforcer of learning technologies that is a machine learning
where system learners to make complex decisions in the unpredictable environment that is based
on external feedbacks to provide personalised experiences to customer based on Starbucks
mobile application.
In the Present times of changing macro environment the organisation are working
towards ensuring that there is high amount of customisation that is required to be done in order
to achieve required competitive advantage. So Starbucks being global brand there is need of
reinforcement learning hat can hep in understand of the customers better. For this purpose
Starbucks is a brand that is working towards reinforcement learning as a tool so that they are able
to anticipate the personal preferences about the way there can be engagement with partners for

optimisation of inventory and creation of barista schedules for their customers. Organisation can
focus towards process and product innovation where there can be ingenious new ideas that can
be further but, tested and launched in order to manufacture and deliver the products with greater
value to the identified customer base (Tidd and Bessant, 2018).
Qualitative and quantitative data
Qualitative data: It is the non statical data that is semi structured or unstructured. This data is
not measured by use of hard number that is adopetd for development of charts or graphs but is
based on labels, properties and attributes.
Quantitative data: It is the data that is based on statistical information and structured in nature
that is defined and rigid. It is measured by use of values and numbers by making it suitable for
data analysis.
In present report there is application of qualitative data that is adopted for the purpose of having
suitable information base to use it in the context of report to reach relevant recommendations and
conclusions (Knoke, Missikoff and Thoben, 2017).
In the present report there is use of qualitative method for the purpose of reaching to relevant
recommendation and conclusions with respect to the laid aim of the report.
Analysis
From the above collected information and analysis it has been founded that innovative culture is
very important in organisations as leaders are perceiving innovation that can trigger progress and
help in the overall organisations growth (Shahin, 2019). With the globalisation and increasing
competition there is need to use innovation for higher creativity and development in the
organisations. It is analysed that innovation is related with manufacturing and deliver of products
that can lead towards improving overall organisation performance in case the business models
become infective or outdates and require some dramatic change.
Recommendations:
From the analysis there are some of the recommendations that are drawn in the present scenario
as mentioned below:

 In Starbucks there can be continuous improvement that can be implemented for the
purpose of enhancing the overall quality of working practises and processes. The main
driver of innovation can be based on collaboration of new technology for sharing of
knowledge. It can help in easy collaboration with some existing brands where they are
not having any outlet in the present scenario.
 It is suggested that in Starbucks there can be offering of iconic, unique experience to the
customers. Starbucks can stimulate the market by integrating in new lines of items that
may be not related spastically to times that can help them to integrate with services in
terms of electronics or other related products for the purpose of having a super market
chain.
 Starbucks can use of social media marketing campaign for the purpose of communicating
with their customers through direct interactive channels. They can focus on using of
database of their customer changing preference for future innovation requirements in the
organisation. It can help them in detecting regional trends through direct feedbacks from
their loyal customer base. Further the new prospective customers can be approached
through such social media applications for the purpose of enlarging the present customer
base.
 Starbucks is working towards blend of innovation for the purpose of customer co creation
and fan community that can help them in driving the process of customer loyalty. It is
recommended that for the purpose of encouraging the new target base and the
organisation can build a specific portal commonly available for all their outlets across
globe. It will lead towards maximisation of of innovation value by ensuring that they
each associated individual can participate in the process of enhancing the present
innovation and creativity requirement of the organisation. This can further lead to growth
and development of this coffee brand.

Conclusion
It is concluded from the above mentioned information that organisational innovation is
very important for organisation. With the changing times there is need of organisational
innovation so that there is improvement of workplace satisfaction and employee productivity.
Social networking sites can be useful platforms that can be approved by the management of
organisation for getting perspective ideas of future innovation and creativity.

REFERENCES
Books and Journals
Anttila, J. and Jussila, K., 2019. Striving for benefits of sustainability from the interactivity of
quality and innovation. Journal of Cleaner Production, 212, pp.409-419.
da Silva Etges, A.P.B. and Cortimiglia, M.N., 2019. A systematic review of risk management in
innovation-oriented firms. Journal of Risk Research, 22(3), pp.364-381.
Knoke, B., Missikoff, M. and Thoben, K.D., 2017. Collaborative open innovation management
in virtual manufacturing enterprises. International Journal of Computer Integrated
Manufacturing, 30(1), pp.158-166.
Shahin, A., 2019. Quality and innovation: how to create value for customers by value-added
innovation. The TQM Journal.
Tidd, J. and Bessant, J., 2018. Innovation management challenges: From fads to
fundamentals. International Journal of Innovation Management, 22(05), p.1840007.
Online
Starbucks turns to technology to brew up a more personal connection with its customers, 2019
[online], Available through<https://news.microsoft.com/transform/starbucks-turns-to-
technology-to-brew-up-a-more-personal-connection-with-its-customers/>