2016-sitxmgt001-written-report-monitor-work-operation.pdf

TOUR GUIDING

Monitor Work Operations

Western Australian Department of Training STUDENT NAME: LE NGHIEM HOANG NAM STUNDENT ID: 201806661 ASSESSOR NAME: NGUYEN THI BICH PHUONG

[Type the abstract of the document here. The abstract is typically a short summary of the contents of the document. Type the abstract of the document here. The abstract is typically a short summary of the contents of the document.]

SITXMGT001 Monitor Work Operations Trade:

TOUR GUIDE

Qualification:

SIT60316 Advanced Diploma of Hospitality Management

WRITTEN REPORT

Instructions Instructions to candidate 1. Read this booklet. 2. Complete the task described in this booklet. 3. Complete the cover sheet for the written report [Figure 1] and attach it to your written report.

4. Submit the written report to the assessor by insert time and date.

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Figure 1 – Cover sheet Student name

Le Nghiem Hoang Nam

Qualification

SIT60316 Advanced Diploma of Hospitality Management

Unit

Written Report

Candidate email

[email protected]

Candidate telephone

01298406007

Authenticity statement I state that this written report is my own work that no one has written it for me, that I have not copied the work of another person and that all sources that I have used have been properly and clearly documented. If I have used the ideas, words, or passages of an outside source, I have quoted those words or paraphrased them and have provided clear and appropriate documentation of the source of that material, both what I have quoted and what I have paraphrased. I have read the definition of plagiarizing as printed below, and I understand that definition and its consequences. To plagiarize: 1. To steal and use (the ideas or writings of another) as one's own. 2. To appropriate passages or ideas from [another] and use them as one's own. 3. To take and use as one's own the writings or ideas of another. I understand that the plagiarism of any part or section of a paper suggests to the reader that other parts of the paper may not be the writer's own work. I understand that plagiarism is a serious offense and that the penalty for plagiarism -- in any part or section of my report -- may result in a failing grade for the assessment. Signature: ……………………………………………. Date: ………………………………………………….

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Table of Contents I.

INTRODUCTION

5

II.

HOW STARBUCKS MONITORED THEIR WORK OPERATION AND QUALITY ASSURANCE

7

III. ISSUES OBSERVED WITH THE WORK OPERATION AND STARBUCKS SWOT IN TREMEDOUS COFFEE MARKET IN VIETNAM

15

IV.

TECHNOLOGIES IN STARBUCKS

17

V.

HOW STARBUCKS ENHANCE THEIR SUSTAINABILITY

24

TECHNOLOGY ENVIRONMENT REPUTATION CONNECTIONS

24 25 26 27

VI.

CONCLUSION

28

VII.

REFERENCES

29

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I.

Introduction

Starbucks coffee is a well-known brand throughout the world and Starbucks is now the largest coffee company in the world with its assets on the stock market totalling 51.6 billion dollars and more than 20,000 retail shops in 65 countries. ü Mission: to inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time. ü Objective: to maintain Starbucks standing as one of the most recognized and respected brands in the world. They plan to achieve the respect and to be recognized through the use of ethical sourcing and environmental stewardship. ü Retail objective: to be the leading retailer and brand of coffee in each of their target markets by selling the finest quality coffee and related products, and by providing each customer a unique Starbucks Experience. ü Strategy: to expand the global retail business to increase the market share in a disciplined manner, by selectively opening additional stores in new and existing markets, as well as increasing sales in existing stores, to support the long-term strategic objective. ü Tactics: to promote and advertise their use of ethically sourced products to their customers and environmentally print on their products (cups, tissues, cup sleeves, bag) that they are environmentally friendly this serving as a constant reminder that they are environmentally aware. Furthermore, they create regularly new and innovating products to create a loyal customer supporting the strategy. ü Coffee: They are always believed in serving the best coffee possible. It's their goal for all of their coffee to be grown under the highest standards of SITXMGT001 Monitor Work Operations Dated: 30 October 2016

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quality, using ethical sourcing practices. Their coffee buyers personally travel to coffee farms in Latin America, Africa, Asia to select high-quality beans. And their master roasters bring out the balance and rich flavor of the beans through the signature Starbucks Roast. ü Stores: Their stores seem like a neighbourhood gathering place for meeting friends and family. Their customers can enjoy quality service, an inviting atmosphere and an exceptional beverage in more than 28,000 stores in the world. ü Employees: Starbucks’s employees, who called partners, are at the heart of Starbucks experience. Starbucks treats their staffs with respect and dignity, and also offer comprehensive health coverage for eligible full- and part-time partners.

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II.

How Starbucks monitored their work operation and Quality Assurance

Fortunately, I have a chance to interview directly with Patricia Marques, General Manager of Starbucks Vietnam. When talking about the initial success of Starbucks coffee company in the Vietnamese market, she said: “We start from small details to bring great success.” Patricia made great efforts researching the psychology and coffee-drinking style of the Vietnamese people with the typical culture of each region to create coffee products suitable to the taste of the Vietnamese people. “It was not easy to keep the general criteria of the Starbucks brand, especially the “take away coffee” in a country with a coffee tradition like Vietnam. Meanwhile, Vietnamese people have the habit of drinking coffee in a quiet space to talk”. From this small detail, Patricia Marques and her colleagues tried to make each Starbucks shop have a unique design in accordance with the culture and taste of the Vietnamese people.

1. How do you think about Starbuck’s objectives? A lot of Starbuck’s objectives focus around 3 main goals, ethical sourcing, environmental stewardship, and community involvement. ü Focusing on helping inspire our employees as well as our customers customers are very important in helping our business continue and grow. ü Satisfy the customer’s needs and as well inspire the customers to do better in their own community. ü Attract customers to keep coming back to our store. ü Make the driving force for employees to keep working, keep them motivated to keep growing and reaching for higher achievements, inspire them to work harder in the future. ü A way to encourage and set goals for Starbucks, the purpose and aims of Starbucks. ü Provide balance not only what is important to the customers but also to the employees, improve a strong bond between employees in the company.

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2. If you could describe Starbucks with 3 adjectives, what would they be? The most visible words were picked up are Trendy & International, Wellknow brand, Cozy & relaxing & Homy, American Style, Friendly & Professional. There are also a few words were visible representing slightly negative attitude towards Starbucks, such as Similar everywhere, like fastfood, not-individual. 3. May you share your mind about competitive market in Vietnam? Do you worry about it? I'm not afraid of competition. On the contrary, I really like it because of its benefits. Although Starbucks faces the competition of many coffee in Vietnam, each coffee has its own style. With a population of nearly 100 million people, Vietnam is a market and opportunity for many coffee brands to grow together. Vietnam has 50% of the population is young generation and that is the target that Starbucks comes to. We would like to bring more "made in Vietnam" production to the counter. I am also happy to have more partners. You know, there are many partners in Vietnam we work with open new stores, many young people like to work in the company or become the store manager ... The outbreak of competition has given consumers more opportunities, now they do not have to wait anymore, they have many options. They may like capuchin here and juice elsewhere. Competition is extremely good not just for the coffee sector. If you open a store, next to someone else opens a store, that's a good thing because you can not sell with lower quality that you are forced to become the best you can. Competition is hard but also the opportunity for good brands, good business will make a difference. 4. Starbucks is currently the largest coffee company in the world, according to that, what is the difference the company has created? That is the difference and the quality. The process of making Starbucks products really lasts through many stages and has to work with many teams at home and abroad, from planting to shipping and processing. Each season we get a lot of coffee samples from different countries. The quality assurance team will come to the coffee plantation and quality assurance, from the care process and they will only be able to purchase it when the Starbucks quality standards are met. Even if the purchase SITXMGT001 Monitor Work Operations Dated: 30 October 2016

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contract has been signed and the coffee is loaded on the car to prepare for coffee is still checked again if the new standard purchase. When the container arrives at the factory, the coffee beans are checked again and the coffee criteria of the purchasing team and the team at the factory must match on the taste. It was then that they began to be roasted at a single factory in Seattle, and then the powdered coffee returned to the global market through Starbucks stores. Coffee of Starbucks is currently purchased from eight countries in the world, including Vietnam. 5. How about the Grooming and Appearance in your business? A partner’s appearance and personal hygiene are important not only to the partner but also to co-workers and customers. At Starbucks, employees are the face of our beloved brand, connecting with our customers every day. Staffs expected to present a clean, neat and professional appearance appropriate for a retailer of specialty gourmet products when starting every shift. In keeping with this Dress Code, make sure the clothing is clean, hemmed, wrinkle-free and in good repair. All partners are expected to follow these standards during the workday. Failure to adhere to the dress code may result in corrective action, including termination of employment.

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6. Grooming Standards details will be showed in the picture below

7. I have seen that Starbucks is committed to a role of environmental leadership in all facets of business. May you tell me about what Starbucks has done to complete this mission? We fulfil this mission by a commitment to: ü Understanding of environmental issues and sharing information with our partners. ü Developing innovative and flexible solutions to bring about change. ü Striving to buy, sell and use environmentally friendly products. ü Recognizing that financial environmental future.

responsibility

is

essential

to

our

ü Instilling environmental responsibility as a corporate value. ü Measuring and monitoring our progress for each project. ü Encouraging all partners to share in our mission. 8. Can I ask you the reason why Starbucks foods looks identical no matter where I’m in? SITXMGT001 Monitor Work Operations Dated: 30 October 2016

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No matter if you're in Vietnam, California, Canada, or Japan, you can count on Starbucks' food to look exactly the same. There's something mildly comforting about it: When you order your usual egg sandwich, you get your usual egg sandwich. It's predictable. Standard. And standard means standardized — there are rules, regulations, and a whole slew of legal jargon surrounding the appearance, maintenance, and preparation of Starbucks food. It's very technical. It has to be; if it wasn't, the safety of your pristinely-crafted Starbucks meal would be severely compromised. 9. People said Starbucks has challenged conventional business methods in the food and beverage industry many times, and also had crucial improvements. Talking about success story, can you tell me some main things about Customer Loyalty, what did Starbucks do? We have been credited with revolutionizing the coffee industry. Up to now, we took something that had been done the same way for decades and turned it upside down and did things differently ever since, including customer loyalty. I will explain to you clearly how Starbucks has high turnover rate: ü Outstanding Mobile Experience Starbuck’s app makes their loyalty program more interactive and more effective. The app makes it easy to see how many “stars” (points) you currently have, as well as make orders and payments right from your phone. You can even use the service to find the nearest Starbucks location. ü Rewarding for Grocery Product Purchases Starbucks was able to expand the scope of its loyalty program by introducing points for purchases outside of their retail locations. Starbucks sells many products outside of their retail locations, including: coffee beans, tea, K Cups, and ready to enjoy drinks. Starbucks Rewards actually lets customers earn points for purchasing coffee beans outside their retail locations. A shopper just needs to look for a Star Code on participating products and enter the code into the app. ü Exclusive Gold Card

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When a member of the Starbucks program gets 30 Stars” in a 12 month period they achieve “Gold Level” status. This comes with some great perks including: free refills on ice or brewed coffee, free refills on tea, free food and drink offers, and most importantly the personalized gold card. In my opinion, there’s only one true motivator for a customer to achieve Gold level, and that is the Gold Card. The other perks are great but are not exactly game changing rewards. What customers truly desire in the Starbucks program is the chance to feel exclusive and important. Customers of Starbucks also love to show others what they are drinking, sharing updates on social media like Instagram and Twitter. That is behaviour you just don’t see with other coffee companies like Dunkin Donuts or, here in Canada, Tim Hortons. Starbucks drinkers feel a sense of pride and feel of a higher class when drinking Starbucks compared to other coffee. That’s why the Gold Card is so effective. 10. May you tell me more what strategies make Starbucks be a King of customer loyalty? It’s really hard to say “laugh” However, the biggest method of us, Personalization is a “Must”. Customers crave a personalized, created-just-for-them experience whether they’re purchasing a taxi off an app or even online shopping for underwear. Starbucks knows exactly who customers are and what kind of cozy experience they’re looking for. Even though the green-apron-wearing barista writes down the names of every person who walks through their door, consumers still feel special when they write down consumer's name on their cups in black Sharpie. They could just jot down the order on the cup and call out their beverage, but that’s impersonal. It's not just a drink order after all. When the barista calls out a name, it instantly feels more like a cozy neighbourhood coffee shop where all the baristas know you, and less like a corporate chain that serves millions of customers per day. And speaking of neighbourhood feels, Starbucks is committed to connect with their clientele through their products and decor. Every store has a laid back atmosphere tailored to its specific neighbourhood. Starbucks would never dream of using the same interior design elements in all of their locations, because the point is to embody a local, artisanal cafe, one that makes you feel at home. Wouldn’t you much rather play brand favourites with a company that goes the extra personalization mile? “smile” SITXMGT001 Monitor Work Operations Dated: 30 October 2016

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11. I’m feeling great about it. Especially for me, Starbucks is not only a cafe shop that I just go and have a drink, Starbucks is also a favourite place for me to come and stay in every mood I’m in to receive love and satisfactions. “Smile” Let make it crystal clear, our value platform has rested on three key elements: ü premium coffee products ü superior customer service ü unique coffeehouse atmosphere. Perhaps much of Starbucks’ global success has been due the latter, creating a sense of “the third place”. Our company persistently strives to create an intensely personal experience within the brick and mortar walls of every retail location that effectively appeals to customer emotions. Starbucks does so by offering a great deal of attention to the retail atmosphere, including everything from the layout, to the furniture, to the music, but more importantly the baristas, whose ability to engage with customers is at the heart of the Starbucks experience. It is that experience, beyond locational optimization, on which the company has historically relied on to produce a place that is a destination which draws loyal consumers. 12. Is that the special thing in marketing that Starbucks is focusing on? It’s another confusing question. “laugh” In my perspective, Physical evidence is a key component of building customer relationship especially in service sector, people perceive things much better when they can experience them, thus everything customers could see and touch forms the perception of our company and everything it does. Starbucks offers a combination of product and service and I think it really does a good job in giving customers the best experience, so that they want to try it again and again. Customers pay not just for cup of coffee or tea, but for overall enjoying their time. When you enter the café you see clean, friendly environment, with cozy chairs, sofas, tables, book shelves, bright and “tasty” show case with those alluring pastries, menu with tempting SITXMGT001 Monitor Work Operations Dated: 30 October 2016

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coffee pictures… you see smiling welcoming staff in those green uniforms with Starbucks logo, you hear nice music which complements the atmosphere of the “place to be”. Mmm, the outstanding design of coffee drinks, cream, cinnamon and other dressings, convenient mugs and high glasses give an impression that you have so much coffee to drink, but it’s suddenly finished very quickly and there is no other option than to go and order one more. What else physical evidence do you need than your perfect cup of special specialty coffee? Just dreaming about an extra hot Latte and feeling like you’re in home. 13. What does Starbucks do to improve the process of giving services? Quality of service and quality of coffee are key aspects of Starbucks’ business. Our company realizes that customers actually are not interested in the details of how Starbucks runs the business; what they care about is that the system works well and they get products and service of high quality for considerable price. The staff issue has already been discussed above, but I’d like to underline one more time that work and performance of employees play important role in service quality. How does the process actually work when you are ready to make your choice for one of those delicious drinks? It can be different dependent on the size of the coffee house, the most efficient way is a person who takes the orders, next one taking the payment and a third one making the drinks. This sequence reduces the queue, though still queues are daily issue in many Starbucks location due to the high demand.

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III.

Issues observed with the work operation and Starbucks SWOT in tremedous coffee market in Vietnam

Strengths

SWOT

Weaknesses

S1: Positive working W1: Relatively environment due to the prices company’s emphasis on the importance of employees

high

S2: Worldwide recognition, W2: Starbucks menu high quality, and positive does not suitable to reputation Vietnamese people Oppotunities O1: Many high SO1: Company’s image educated and matches the potential internationalconsumer market minded customer in Vietnam

WO1: COGS are likely to increase the extra cost for the higher quality

O2: Tremedous SO2: Consumers are coffee market in experienced coffee Vietnam drinkers and welcome innovative quality products

WO2: Starbucks can’t expand their brand large in Vietnam while their successes in Asian market

T1: Starbucks lacks of experience and also acknowledge in Vietnam market

WT1: High prices should be an instrument to emphasize on the company exclusiveness

Threats

ST1: Starbucks’ worldwide acknowledged brand has the certain advantage over existing competitors

T2: Criticism ST2: Starbucks needs to WT2: Starbucks should against the “evil” maintain its efforts to be further develop its corporate socially responsible. social responsibility and character of its reputation in Starbucks Vietnam.

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Problems

Details

Too crowd – Employees feel they work partners too much in the store, and working customers are waiting in line overload in the peak of the day/holidays

Solutions Use technology – order via mobile phone app by deliverynow.com in Vietnam Arrange more staffs in those overloaded time to reduce their workload.

Limited wifi Customers complain wifi in Increase the time access wifi limit – about connections Starbucks store is just only 1 2 hours to fit needs of customers in hour – which is really difficult Vietnam and annoying for Vietnamese – with their waiting habits Advanced technologies make consumers feel hard to adapt

What happened when Starbucks appears many technologies applied in their store?! It makes customers confusing about what they should do to access the verynew Starbucks ways

Starbucks should built more their reputation, so that they can have more promotions and commercial videos to approach customers, explain the new technology for them.

Foreigners can’t hear what partners say

Foreigners sometimes misunderstanding what employees/barista in Starbucks Vietnam say – which is totally inconvenience and takes time while many people waiting

Apply staffs with at least one English certification

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Have reward events when consumers use Starbucks’s technologies, to change consumer habits payment.

Invite experts to train staffs in English and conversation with customers Training staffs with sales scripts – like McDonald’s with well-known sentence: “Would you want French fries?”

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IV.

Technologies in Starbucks

How can Starbucks, a completely F&B brand, not a technology company like Google or Apple become the leader in digital payment on the mobile platform? Investing and applying new technology is part of a long-term business strategy, Starbucks is changing the face of the food industry in unprecedented ways. The integrated technology at the coffee shops has helped Starbucks provide a competitive advantage over the rivals to maintain the number one position in the industry. In 2016, nearly a third of all Starbucks’ orders were paid for via the company’s phone app, consumers seems to be react well to the brand’s digital innovations.

Percentage of Starbucks consumer payment methods

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Starbucks history is full of big technological steps forward. They have been investing heavily in technology to enhance operations and improve the customer’s experience. Wifi connection Ever since offering Wi-Fi to the public in 2002, the company's on-the-go audience has seen Starbucks as not just a pit stop, but as a mini-office where they can set up their laptops and attend to business while sipping their favourite beverages. Starbucks was also establishing their social media presence.

QR code payment In 2011, technology companies such as Google are struggling to find customers using sophisticated mobile payment systems, Starbucks launched a simple payment application QR code and of course Starbucks also not forget Offer promotions if using this app.

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Wireless charging systems on store Starbucks has recognized this trend early so they launched plans to install 100,000 wireless charging stations in more than 7,500 stores around the world from mid-2014. The key is that Starbucks has a huge start in the early days. days while boosting the need to use and educate more than just coffee drinkers on this new technology.

Mobile Order & Pay and Digital Loyalty Program Starbucks released its Mobile Order & Pay in late 2014, a smartphonebased application that enabled customers to do two things: ü Submit an order in advance via the app ü Pay using the app when picking up the order at the store. It helps Starbucks accomplish the following three things: ü Reduce the bottleneck—taking orders and processing payments ü Smooth demand and increase employee utilization ü Decrease customer wait times

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My Starbucks Idea and Starbucks Digital Network •

Starbucks launched its My Starbucks Idea initiative in 2008. The purpose of the initiative was to open communication with customers willing to share their ideas of what would make Starbucks better.

•

Many of Starbucks’ technological initiatives came from via this simple platform, for example, Mobile Pay and in-store wifi.

•

While SB has benefited from early technology investments, they continually invest in order and delivery capabilities, the company leverage technology to improve its operations and drink-making technology. For example, Starbucks could invest in inventory management systems to track expiration and replenishment of ingredients, ingredient dispensing controls to automate ingredient add-ins currently being done manually and reduce waste, and temperature controls to offer customization if desired or simply improve temperature consistency.

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Require Wi-Fi users to sign up. The plan is to require customers to submit their email addresses once to use free Starbucks Wi-Fi, then automatically connect their devices every time they enter a store. Consumers get convenience; Starbucks gets email addresses.

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AI Starbucks is using AI to make even more money off consumer coffee habit. Looking toward the future, they are implementing artificial intelligence to predict what customers want even before they know they want it. The tech will take into account things like order history, the current weather conditions, the time of day, whether it's a weekend or a workday, and even if it's a customer's birthday or not to make drink and food suggestions. "Starbucks is one of the best companies in the world that connects brand, user and consumer experience between digital mobile and the real world," Brian Solis, principal analyst and futurist at Altimeter, told The Street. "They are still pushing forward, rolling out their Digital Flywheel strategy to be more dynamic to further integrate digital and real world." “Our digital flywheel is a powerful proprietary asset that is driving deep customer engagement, revenue, and profit growth around the world”, Starbucks CEO Kevin Johnson noted

Starbucks Digital Flywheel

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V.

How Starbucks enhance their sustainability

It is undeniable that Starbucks had already built an empire of F&B services. In my opinion, there are 4 things make Starbucks enhance their sustainability. Technology

Technology is second nature to market now. The target age of Starbucks is 22 to 60, with the teen audience growing steadily. Even the 50- and 60year-olds rely on their smartphones to make their lives easier. Starbucks with its app for mobile orders and payments in the early 2015, and it was a huge success. Starbucks identified the smartphone revolution years before most bricksand-mortar firms, and the technology still holds big promise in boosting sales over the long term. They believes that they are building an unassailable position that will only strengthen and become more relevant as today’s increasingly mobile-first consumer economy evolves. This link below is about Starbucks Technology Careers Team https://www.starbucks.com/careers/technology

Starbucks Digital Network

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Environment

Energy and water conservation. The company will be purchasing new technology and upgrading aspects of their stores like weatherization to drive down water use by 30% and energy use by 25%. In the early steps, Starbucks is going to save over 1 billion gallons of water each year in the U.S. and Canada. They said: "The best technology costs more, but the efficiencies it creates are worth it.” Renewable energy. Either through purchasing credits or making direct investments into the grid, Starbucks will source 100% of the energy used across its U.S. and Canadian stores from renewable sources. Responsible materials. The company will ensure that materials that go into store construction, as well as those for product packaging, are sustainably sourced. Waste diversion. Starbucks has an existing partnership called FoodShare with Feeding America to donate unsold food in the U.S., but under the framework aims to scale both that program and its waste diversion efforts across other countries like Japan, Mexico, and the U.K. Healthy environments. Starbucks will take measures to ensure air quality, temperature, and lighting across stores is optimized for both sustainability and comfort. John Kelly, SVP of global affairs and social impact, said “A lot of cities around the world that struggle with air quality issues, our stores are seen as a respite, and the clean water and air is often the reason people come in” Engagement. The company will double down on efforts to engage partners and employees in sustainable practices, and source information from them about how in-store sustainability efforts are proceeding, and where they can improve.

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Reputation

The answer is Social Media, obviously. There are a variety of options available in today’s media-led world. Social media promotion is being touted to be one of the most effective and probably the best possible promotional medium for promotion and marketing, especially in the urban sector. However in the multitude of companies that attain success in the social media marketing sector, Starbucks comes across hands down as the ultimate winner. They were the first consumer brand to reach 10 Million fans on Facebook, and they are also the world’s leading social marketer has been ranked #1 in online engagement, #1 on Facebook and the #1 Tweeted brand. “Brand Marketing” – The Starbucks marketing strategy has always focused on “word-of-mouth” advertising and letting the high quality of their products and services speak for themselves. For years, this has been uniquely Starbucks, and it has played a huge part in making Starbucks Coffee Company a success. The definition of social media viral marketing speaks to this new word of mouth that Starbucks has run with and made their own. “Creating a Starbucks Community” – The Starbucks social media viral marketing strategy has even expanded to create a community around their brand. On their website, on Facebook, on Twitter or Instagram and in their blogs; individuals are encouraged to express their experiences with Starbucks history, and the company strives to “personally” join in the SITXMGT001 Monitor Work Operations Dated: 30 October 2016

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discussions. They create an open communication channel to speak with the public and fans have a place to open discussions and comment as many of them do. “My Starbucks Idea” – Starbucks’ own version of a social network welcomes the customers to share their ideas on anything related to Starbucks. The site gives users the ability to see what others are suggesting, vote on ideas and check out the results. This site is a brilliant and important aspect of Starbucks social media strategy. Users who are part of this network feel that they have some role in the decision making process of the company and it makes them feel a part of it. Starbucks Blog entitled “Ideas in Action” – Starbucks Blog is written by various Starbucks employees and talks about what Starbucks is doing with the ideas given by users on the My Starbucks Idea site. The blog keeps customers in the loop and in the know regarding what’s happening with their ideas and increases their sense of loyalty to the brand. Overall Starbucks’s social media strategy integrates many different elements into the mix and combined together, these elements create a social media plan that works beautifully to create millions of fans for the brand and keep them involved in the brand’s doing. Starbucks is showing its customers and potential customers – “hey, we care about what YOU have to say.” I believe any business that claims and proves to put people before business often experiences consistent success and Starbucks is an excellent proof of the phenomenon. Connections

Aside from extraordinary coffee, Starbucks has made a business out of human connections, community involvement and the celebration of cultures. The question is, how can they do that? The secret is Starbucks treats their customers as they treat one another, with respect and dignity. Coffee, partners and customers are the core values of the company and they live up to those values. Starbucks supports the concept “we’re not employees - we're partners” because they passionately share common goals and mutual success”, as it realizes that “happy customers” start with “happy staff”. Starbucks spends much time and efforts to train their staff, and goes through coffee making, serving, tasting (staff must know what to advise the customers when those are confused with the wide choice), communication skills… The critical point of Starbucks service – create a feeling of neighbourhood and home warmth, where everyone is happy to see customers. SITXMGT001 Monitor Work Operations Dated: 30 October 2016

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More importantly, Starbucks supports diversity. Diversity within the company, diversity of customers, partners and everyone Starbucks interacts with. It is a truly international environment welcoming people from all over the world and treating them equally. They define Diversity in the form of an equation. 
 Diversity = Inclusion + Equity + Accessibility Saigon is a welcoming city for people from different countries, it supports multinational environment. And that’s great as Starbucks would find enough people among locals and internationals searching for a full-time and part-time job. They just need to have the skills and characteristics important for Starbucks service: ready to be everywhere, active and getting the things fast, customer-oriented, open-minded and friendly. VI.

Conclusion

During this written report, I've been facing many obstacles, not only some topics that I hardly find sources but also overwhelm information in some points what makes me completely confused. However, I tried to pass over my process with supports from my assessor and friends Special thanks to Ms. Nguyen Thi Bich Phuong for giving me inspiration and encourage me all the time. Ms. Vo Thi Phuong Thao, marketing assistance in marketing team of Nestle, for giving me ideas and explain clearly about marketing strategies in some iconic brands and perspective from her field. Mr. Le Minh, journalist of Vietnamnet, for letting me use his interview to develop my written report. Mr. Huy Khanh, international student in US, for correcting my writing problems and improving the vocabularies in this written report. I've learned a lot from my research that Starbucks has been successful to build up their strategies to eliminate their issues and enhance company sustainability. When establishing a brand, we should start from the smallest details and have clearly plan. As a huge - international chain store, Starbucks still listens to customers’ opinions and shares their minds, so that they can understand what customers’ need and fulfil far from their expectations, giving them the best experience. Furthermore, witnessed Starbucks successes in technology evolution and Starbucks 7P system, I also have shaped the theme and concept base on my very own brand and I’m going to improve them day by day in the future.

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VII. References Starbucks profile: https://eugeniachanlush.weebly.com/blog-posts/objectivesstrategies-and-tactics http://en.starbucks.vn/media/AboutUs-Company_Profile-1.26.18_tcm89-10742.pdf https://www.starbucks.com/ http://www.starbucks.com.hk/about-us/company-information/mission-statement Dress code and appearance: http://assets.starbucks.com/assets/2298EC2495D14FAA9B9DC7CD977EE51D.pdf https://news.starbucks.com/news/starbucks-dress-code https://news.starbucks.com/uploads/documents/Dress_Code_Look_Book__US_English.pdf Food quality standards: https://www.thisisinsider.com/why-starbucks-food-looks-identical-everywhere-2017-8 Loyal Customer: Starbucks rewards: https://blog.smile.io/loyalty-case-study-starbucks-rewards https://postfunnel.com/killing-it-how-starbucks-is-winning-at-retention/ Starbucks Marketing strategies: 7p of Starbucks: https://prezi.com/iqrlfsnmbylt/7-ps-of-starbucks/ http://thecoffeeteam.blogspot.com/2012/02/3-more-ps.html http://thecoffeeteam.blogspot.com/2012/02/marketing-mix-of-starbucks.html https://etd.ohiolink.edu/!etd.send_file?accession=osu1337784621 Starbucks Social Media and Reputation: http://thecoffeeteam.blogspot.com/2012/02/starbucks-communication-channelsocial.html Starbucks connection with “partners”: http://cafef.vn/tai-chinh-quoc-te/starbucks-va-amazon-cau-chuyen-cua-hai-nen-vanhoa-20150914084207976.chn Competition coffee market in Vietnam: http://enternews.vn/3-bai-hoc-lon-cua-tgd-starbucks-viet-nam-96578.html https://vietnam.vnanet.vn/english/starbucks-in-vietnam/184079.html Differentiations of Starbucks: https://smallbusiness.chron.com/starbucks-pricing-strategy-10544.html https://www.qsrmagazine.com/consumer-trends/5-ways-starbucks-innovating-customerexperience Starbucks technologies: https://www.geekwire.com/2017/starbucks-tech-company-coffee-giant-investingheavily-digital-innovation/ https://rctom.hbs.org/submission/starbucks-a-technology-pioneer/ https://news.starbucks.com/news/starbucks-mobile-order-and-pay-expansion https://www.computerworld.com/article/2490746/retail-it/forget-coffee--starbucks-is-atech-company.html https://www.thestreet.com/story/14247463/1/starbucks-is-preparing-to-unleash-creepynew-artificial-intelligence-that-sucks-more-money-from-you.html https://www.refinery29.com/2017/07/165784/starbucks-new-ai-order-suggestions https://capgemini.com/consulting/wp-content/uploads/sites/30/2017/08/starbucks.pdf Starbucks Technology Career Team: https://www.starbucks.com/careers/technology Starbucks Sustainability, Environment: https://www.fastcompany.com/90236213/starbucks-launches-a-new-storesustainability-framework

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Figure 2 - Assessment criteria and report form Candidate name Trade

Le Nghiem Hoang Nam Tour Guiding

Qualification

SIT60316 Advanced Diploma of Hospitality Management

Unit

Written Report

Assessor name

Nguyen Thi Bich Phuong

The written report provided evidence that the candidate: • • • • • • • • •

Allocated Marks

monitored efficiency of work operation through close contact with day to day operations. identified how the work operation supported overall organisation goals and quality assurance initiatives. identified quality problems and issues associated with the work operation. made suggestions for improvements to the work operation, including adjustments to procedures and systems. consulted with management and staff about ways to improve efficiency and service levels, including potential for new technologies and other innovations. provided feedback to management and staff to inform future planning evaluated current and emerging industry trends and practices for relevance for improving the work operation. assessed opportunities to improve sustainability of dayto-day operations. considered impact of recommended improvement[s] on operational efficiency and customer service.

20

q

10

q

10

q

10 10

TOTAL

If yes, tick the box

Actual Mark

q q

10

q

10

q

10

q

10

q

100

/100

Comments

Authenticity statement Candidate indicated that the report is his or her own work [tick the relevant box]: ☐Yes ☐ No Grade Overall the candidate’s performance on this assessment activity was [tick the relevant box]: (80% - 100%) (70% – 79%) (60% – 69%) (50% – 59%) (0% – 49%)

□

High Distinction

□

Distinction

□

Credit

□

Pass

Assessor Signature:

Candidate Signature:

Date:

Date:

SITXMGT001 Monitor Work Operations Dated: 30 October 2016

□

Fail

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