Marketing Dynamics. Part 9 Case Study—Job Training at Starbucks. Starbucks
Coffee® is one of the great marketing stories of recent history. The company ...
Name ___________________________________ Date _______________ Period ______________ Marketing Dynamics Part 9 Case Study—Job Training at Starbucks Starbucks Coffee® is one of the great marketing stories of recent history. The company began in 1971 when it opened its first store in Seattle to sell coffee beverages. Today, Starbucks has more than 8,000 coffee cafés in over 30 countries. The key to Starbucks’ success is providing superior coffee along with excellent customer service. One of the five guiding principles of the company is to “develop enthusiastically satisfied customers all of the time.” In order to do this, the company must train its employees in all aspects of the business. This ensures that they provide superior service and outstanding coffee beverages. Starbucks’ employees receive 24 hours of formal classroom training and 30 hours of on-site training before they can work as baristas. (Barista is the term for people who make coffee drinks). This includes a class called “Coffee Education” that teaches about coffee history, drink preparation, and coffee knowledge. Another class is called “Brewing the Perfect Cup.” This class teaches how to prepare all of Starbucks’ different drinks. As employees move up the career ladder, they continue to receive training. “Learning to Lead” is a program that teaches baristas about store operations and management. Starbucks also offers business programs, including computer, conflict resolution, and communication skills. Starbucks’ success is due in large part to its training programs. These programs teach baristas to make excellent coffee drinks and provide superior customer service. It is the drinks along with service that keeps customers returning and makes the company successful.
Activity Questions: 1. Training is usually instruction on a specific skill or task needed for a job. Training often takes place on the job. How does Starbucks train its baristas?
2. Some higher-level jobs provide on-the-job training. Does Starbucks provide this for their employees? If so, what kind of training do these employees receive?
3. Why is training so important to Starbucks’ success?
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