Starbucks overhauled their business on multiple dimensions with the return of Howard Schultz as the CEO. The aim was bringing back the focus to being the world’s top brewer of coffee.
The various measures implemented were:
• Starbucks shut down all stores across the country in order to re-train the employees on how to make the perfect espresso.
• Starbucks dropped hot breakfast sandwiches from its stores which led to loss of annual income amounting to $35,000 per store.
• The company restocked with heated sandwiches some months later but only after the company had improved the ingredients of the snacks and made them healthier.
• Starbucks implemented “Optimal Scheduling” in the fall of 2008, which provides more working hours to those who seek and need to work more hours.
• Starbucks overhauled its menu, adding a healthier selection of food. Fruit and yogurt parfaits and warm breakfast sandwiches are now part of its regular selection.
• In addition to sales through its retail stores, Starbucks started selling coffee and tea products directly to business units. Through its joint venture business with Pepsi and Dreyer’s respectively, Starbucks also retails bottled Frappuccino coffee drinks and a line of coffee ice cream.
• For the first time in its history, Starbucks …show more content…
A Hohfeldian analysis of the situation would reveal that through the above strategy, the Starbucks management has violated the ‘Ethics of Authenticity’ and has suffered from the three malaises stated by Charles Taylor viz. Individualism, Instrumentalism and Structuralism. Each malaise diminished the sense and obligation of rights and duties of the management and resulted not only in a flawed epistemological position regarding the limits of reason to justify taking the customers for a ride, but also a bad moral position for the
The various measures implemented were:
• Starbucks shut down all stores across the country in order to re-train the employees on how to make the perfect espresso.
• Starbucks dropped hot breakfast sandwiches from its stores which led to loss of annual income amounting to $35,000 per store.
• The company restocked with heated sandwiches some months later but only after the company had improved the ingredients of the snacks and made them healthier.
• Starbucks implemented “Optimal Scheduling” in the fall of 2008, which provides more working hours to those who seek and need to work more hours.
• Starbucks overhauled its menu, adding a healthier selection of food. Fruit and yogurt parfaits and warm breakfast sandwiches are now part of its regular selection.
• In addition to sales through its retail stores, Starbucks started selling coffee and tea products directly to business units. Through its joint venture business with Pepsi and Dreyer’s respectively, Starbucks also retails bottled Frappuccino coffee drinks and a line of coffee ice cream.
• For the first time in its history, Starbucks …show more content…
A Hohfeldian analysis of the situation would reveal that through the above strategy, the Starbucks management has violated the ‘Ethics of Authenticity’ and has suffered from the three malaises stated by Charles Taylor viz. Individualism, Instrumentalism and Structuralism. Each malaise diminished the sense and obligation of rights and duties of the management and resulted not only in a flawed epistemological position regarding the limits of reason to justify taking the customers for a ride, but also a bad moral position for the