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Activity 4 Rev

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Business Communication

Name

Institution

Course

Professor
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Business Communication

4.1 Communication Channels

Starbucks is an American multinational coffee chain operator. It is the most popular and

potent brand in the food and beverage industry and has 30,000 stores worldwide. Therefore,

Starbucks communicates locally and globally to operate efficiently. It has dedicated

communication teams that assist it in attaining objectives by developing and executing

productive internal and external communication channels. Starbucks communicates with

suppliers via emails, telephones, and customers through in-store signs and billboards.

Starbucks' top-level management should organize meetings and conferences to

communicate with the workers (Kim and Park, 2021). Regular meetings enable employees from

all levels of management to remain productive and resolve any issues brought up in the meeting.

The internal communication culture has helped Starbucks to communicate and share essential

information with employees; hence, workers grow and progress in their careers within Starbucks,

as 80% of the managers started their careers as floor employees. The company also publishes

Focus magazine to reflect its transparency and provide insight into its strategic direction to align

employees with objectives.

4.2 Effectiveness of Communication Channels

As Starbucks is a global organization, it communicates efficiently with international

government bodies to follow the rules and guidelines of the food industry in different countries.

Food inspection reports help the company to continue operating without interruption. Starbucks

believes that the most vital communication should be performed in a two-way system to motivate

employees as they can have their say and opinions on matters affecting them. The firm also
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communicates with financial institutions and tax bodies through financial statements, which

show business performance and helps in acquiring finance.

4.3. Recommendations

Starbucks runs out of products occasionally because of poor communication with

suppliers. Therefore, the company should use stock control systems to project demand accurately

and ensure constant availability of raw materials. Emails should also be used to communicate

within the organization and improve productivity by sharing important files with multiple people

(Pandey et al., 2021). Further, Starbucks should invest more in social media platforms and

television adverts to communicate with a huge audience worldwide and increase brand

awareness and image while promoting products and services through posts and online events.

Moreover, Starbucks can communicate globally through video conferencing, facilitating real-

time information transfer between stakeholders in different geographical locations worldwide. It

is a fast and efficient way of transmitting information consistently within an organization.

4M1. Measures to Analyze the Success of the Proposals

Starbucks can use and follow SMART targets to monitor how proposals improve

workplace communication. It is important to consider the time consumed, the number of

resources used, and how successfully it has achieved the desired impact. The organization should

match plans with the SMART targets that outline the plan's specifics. For example, the goal of

improving communication between managers and suppliers will be measured using reports and

feedback from suppliers. The organization will employ inventory technology to achieve the

objective and establish a time frame that outlines how long the plan will be implemented.

Additionally, managers should monitor employees to guide them in overcoming issues.


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Therefore, Starbucks should successfully consider all the proposals to improve workplace

communication.
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References

Kim, J. E., & Park, E. S. (2021). The spatial design marketing strategy of global franchises that

considers the characteristics of modern consumers—A study involving the global coffee

companies of Starbucks and Blue Bottle. Land, 10(7), 716.

Pandey, R., Ganatra, V., Jamnik, S., Goel, P., Goyal, P., Xuan, C. L., ... & Zen, L. J. (2021). An

empirical study on customer satisfaction, perception, and brand image in Starbucks

coffee in India, Asia. International Journal of Tourism and hospitality in Asia Pacific

(IJTHAP), 4(1), 53-63.

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