Inclusion and Diversity . Starbucks has an anti-discrimination policy that shapes its organizational culture. This policy prohibits any form of discrimination based on gender, race, ethnicity, sexual orientation, religion, age, cultural backgrounds, life experiences, thoughts and ideas. Through this feature of the organizational culture, Starbucks facilitates sharing and rapport among employees, as well as innovation based on diverse ideas. This aspect of the company’s organizational culture also makes customers feel welcome at Starbucks cafés.
Specialty coffee drinks account for around 75 percent of Starbucks’ sales, but an increasing amount of its business is centered on selling whole bean coffees and merchandise. Starbucks has made its coffees available for direct order online, in supermarkets and offered select food service outlets the chance to carry Starbucks’ family of coffee, including Starbucks brand, Seattle’s Best and Starbucks VIA. These products give consumers a chance to have the “Starbucks’ experience” at home, and it is an area that Starbucks is pushing.
Reformer Starbucks segmentation, targeting and positioning Starbucks Corporation Report contains a full analysis of Starbucks segmentation, targeting and positioning and Starbucks marketing strategy in general. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis and McKinsey 7S Model on Starbucks. Moreover, the report contains analyses of Starbucks leadership, organizational structure and organizational culture. The report also comprises discussions of Starbucks business strategy and addresses issues of corporate social responsibility.