Media journal and analysis Essay Example | Topics and Well Written Essays - 1250 words

Media journal and analysis - Essay Example The film is directed by British filmmaker Justin Chadwick. The film reveals Mandela’s resistance and leadership within African National Congress (ANC) in South Africa. The story continues with Mandela’s life in prison as part of struggle during apartheid, and long-awaited election during which he becomes first black president of South Africa. His election characterizes the close of apartheid rule in South Africa. The film uses different scenes to capture extensive amount of action involved during apartheid struggle (Abrahams). Who are the characters? The characters in the movie include; Ideris Elba as Mandela, Naomie Harris as Winnie Mandela, Mark Elderkin as Sophia town Policeman, Robert Hobbs as Chief Warden, Tony Kgoroge as Walter Sisulu, Riaad Moosa as Ahmed Kathrada, Jamie Bartlett as James Gregory, Lindiwe Matshikiza as Zindzi Mandela, Terry Pheto as Evelyn and Deon Lotz as Kobie Coetzee. Who/What is missing from the text? The producers of the movie â€Å"Mandela : Long Walk to Freedom† tries to deduce Mandela as a martyr, despite refusal by the judge to grant Mandela such opportunity. The movie tries to reduce Mandela’s ideas to what is known as impassioned sloganeering. Consequently, these ideas results into unmoving montage sequences, whereby Mandela’s 27-year of imprisonment is considered as foundation of his credibility. The scene creates a captivating proof of Idris Elba’s struggling character. The makers of the film are portrayed as having good intentions within the scenes but not capable of effectively dramatizing necessary qualities making their subject great. Deep Analysis of the ideological implications of the patterns found in the text Mandela’s life in the film is punctuated and defined by sense of optimism. Mandela started the struggle as a young lawyer, where he petitions for equality from the ruling authority which by then practiced some form of favoritism. However, the situation is changed a fter brutal torture of a man found drunk and lacked proper documentation. The event, though happened in a flush, imposes profound effect on Mandela leading him and other like minded individuals to form African National Congress (ANC). The formation ANC is followed by crowd protests as a result of euphoric rallies and powerful speeches by Mandela. The main character in the film is treated as hallowed figure especially after Mandela’s trial and imprisonment. However, the film makers attempts to portray Mandela as human figure. The idea of portraying Mandela’s promiscuity only assists in adding pathos to his entire life story, despite this; the film displays Mandela s a romantic icon. The various scenes by ANC protesters are portrayed as context-free awe (Abrahams). There is a raw synergy within the film and history especially on the description of South Africa and Africans. The first representation focused so much on the negative aspects of South Africans, portraying the m as the most violent race in the world. This is purely from a Racists perspective. The elaborate representation of black freedom and power struggles across political spectrum leaves everything on self-focused consumerism. The black-focused films from the white-man perspective as depicted are marred with violence while African focus on black films presents the rich history of the continent from cultural to economic aspects. The perspective from the second argument disputed the fact that post-colonialism is all about the relationship between Africa and their

Compare and Contrast the NW Essay Example for Free

Compare and Contrast the NW Essay In this essay I intend to compare and contrast the region of North West Brazil to South East Brazil. The purpose of this essay is to see if dependent on which area of Brazil you are situated in reflects on the education, health care etc. you are provided with / can receive. The location of Brazil is that of which Brazil occupies almost one half of the entire South American continents, and is the fifth largest countries in the world. It borders all Latin American countries except Chile and Ecuador. Brazil also occupies 7,491km coastline and the 50,000km navigable inland waterways. Brazil has many large cities the top 6 most populated are Sau Paulo, Rio Janeiro, Salvador, Belo Horizonte, Fortaleza, Brasilia in that order. The main city of North West Brazil and that is the country that I will mainly focus on and the main cities of south east Brazil are Rio Janeiro and Sau Paulo and they are the cities I will focus on for the south east part of this essay. Brazil is a republic. In a republic, the people vote for members of the government. Brazils government is made up of three different parts, or branches. These three parts are called the executive, legislative and judicial branches.  The executive branch is made up of the president, vice president and the cabinet. The president and vice president are elected by the people and serve for four years. The cabinet is a group of people the president chooses to help him or her. The executive branch makes sure the laws are obeyed. The government doesnt alter in accordance to the area of which you are situated in Brazil the government tries and succeeds in providing equal terms of governing throughout the country no matter where you live weather it is in Manaus or in Rio de Janeiro. The legislative branch is the National Congress which makes the laws. It is made up of the Federal Senate and the Chamber of Deputies. The judicial branch is made up of judges. They make sure that he laws are fair. Education in Brazil can vary between areas such as in Amazonia For this reason many schools were built in the villages local towns and run by volunteer teachers as they had no financial backing. This is different in the south east because e the schools there have financial backing and are in larger more productive atmosphere this is so because it is a larger and a larger cities it has colleges and universities which can help children get more out of life and to help with their future and is more inclined to do this because the up growing city is based on education and without one you are not likely to succeed in the up and coming city and all that comes with it where as in Amazonia an education isnt needed as much as it is the city this is because you generally dont need to be educated to survive but it is still as in Sao Paulo classed as important because they know that the children may one day wish to leave and they will need and education to help them in their chosen future. In Amazonia the majority of people live in a village/ tribe where they build their own homes / huts to live in these are made of the trees and the resources found in the forest and arent really set into certain classes yet in the city that is very different where the lower class has to put up with home made houses made from rubbish and disgarded wood and tin where also the middle class live in houses e.g. flats rented accommodation as they have jobs which either pays well enough to be able to afford to rent or that the company provides housing. The housing of the upper class is very different they are that of big large villas which so of their wealth and show people which statues they belong to. The informal sector is where a lot of people in the cities work as it is where anyone can work and buy/ sell and get anything repaired and they dont have to pay taxes so this is the best way for people to earn a living if they are uneducated.  Brazils climate is very warm and most of the country does not get cold even in winter. Although it is hot, there is often heavy rain. The region around the Amazon rainforest is close to the equator. The average temperature there is about 27decreese centigrade. Rainforests are also very humid and get far more rain then anywhere else, which is how they get their name. Brazil is on the opposite side of the equator to Europe and the USA, and in the northern half of the globe, above the equator. Brazil and Australia are in the southern half of the globe. When it is winter in London and New York, it is summer in Brazil and Sydney.  In conclusion to this essay I have found out that the North West (Amazonia) is not as well appreciated/ recognized and so doesnt receive the resources it requires in compares to the South East of Brazil.

Social Learning and Trait Theories

Social Learning and Trait Theories According to the Encyclopedia of Psychology (2001), social learning theory is based on the psychology concept that the learning processes within our environment establish human behavior. Aspects of reinforcement in either rewards or punishment meant to develop desirable behavior most specifically determine it. Trait theories on the other hand identify personality as a set of characteristics that are based on our consistent desires, attitudes and behavior that form a stable and consistent part of who we are. Julian B. Rotter is one of the earliest psychologists who developed the theory that besides the earlier research done on behaviorism by the likes of Ian Pavlov, cognition also played a huge role in social learning. His argument was based on the theory that a persons behavior is determined by expectancy. As a result, an individual behaves in a certain way based on the expected outcome of their behavior as well as the value that individual places on that outcome. Rotters personality theory based on social learning had two variables; internals and externals (Mearns, 2000). People have different beliefs on their ability to control whether or not their various behaviors in life are reinforced. Internals believe that they have control over the kind of behaviors they portray while externals are of the view that their behavior is because of external factors, which they have no control over. These two variables do not however apply exclusively in individuals so that people are classified as either internals or externals. Generally, an internal individual can portray external traits in various situations. Personality in general is because of ones interaction with their environment. Another popular social learning theorist Albert Bandura argued that cognition, behavior, and ones environment have a reciprocal relationship. This, he justified by explaining that ones understanding and interpretation of a situation such as hostility causes them to portray hostile behavior. This in turn often affects their environment as it may cause similar hostile thoughts and behavior in other people. Bandura is the same theorist who introduced the concept of observational learning (Kreitner, Luthans, n.d.). People learn certain behavior by observing the consequences of such behavior on other people. As a result, we will take up the behaviors that get positive reinforcement and stay away from those that are punished. This kind of learning is especially typical of children, who imitate behavior that is rewarded in other children or even adults within their environment. Understanding the concept of social learning and trait theories has enabled me to interpret the behaviors and personalities of people within my environment such as my home, school and the work place. We are all unique in the different traits that define each of us, and there are variables that determine our unique behavior (The Encyclopedia of Psychology, 2001). One such variable is our individual perceptions of our environment. Though people may share an environment such as in school and the work place, they may ha ve different perceptions of it, which would translate into their different behaviors. Expectations are another variable that determine our unique behaviors. Everyone has their individual expectations that drive them to behave in a certain way. If for example, attending school in time may be because a student expects to qualify to join a reputable college once they attain good grades, another student who does not plan to join college will not display the same behavior of diligently attending school. Personal values also contribute to individual behavior, which is driven by ones personal goals and ideals, which make them, behave in a certain way. Self-regulation and plans in relation to achieving our goals and living by our ideals determines individual behavior. Therefore, to understand peoples personalities and behaviors in society, I have learned to analyze the determinants that contribute to both within their environment as opposed to making generalizations and assumptions on the causes of their behaviors and the formation of their traits. According to Jones (2005), an individuals environment plays a major role in the formation of their personality and behavior. Aspects of the environment such as ones family, peers, and neighborhood contribute to the social learning that shapes behavior and personality. Having learned this, I have been able to understand peoples behavior better by first looking at the environment in which they live or were brought up. Criminal behavior such as robbery and burglary in an individual for example, may be quickly interpreted as a cause of poverty that drives them to earn a living in this way. However, research has shown that individuals who are brought up in an abusive environment have a high chance of turning to such criminal behavior (Jones, 2005). They may be living comfortable lives but still turn to criminal behavior as a way of punishing other people in a similar manner that they feel they were treated growing up. In the same token, I have learned that observational learning is a powerful tool that leads to the formation of personality and behavior. Jones (2005) further cites the development of aggressive behavior in children as a product of observing the same in their parents, peers, or siblings. This has alerted me to realize that how we behave within our social setting plays a big role in the development of either desirable or bad behavior in others within our environment, and especially children. It is therefore important for society to portray positive behavior in all aspects of our lives consciously in order to aid in developing positive behavior, attitudes, and personalities in children as they grow up. This would help in ridding society of such undesirable behavior as abuse, aggression, violence and antisocial behavior. One of the major roles of each individual in society is to create a favorable environment for themselves and for other people either in school, in the family or at the work place. Having learned the concepts of social learning and traits theories in the development of behavior and personality, my role is reinforced with helpful knowledge on how I can help individuals develop desirable behavior through providing adequate learning experiences. When an individuals expected outcome of certain behavior is not reinforced, they develop low expectancies so that they are no longer motivated to repeat the behavior. Raising the expectancy for reinforcement especially in children will help them develop and sustain desirable behavior. This can be done through helping them develop rational expectancies and encouraging them to behaving in ways that they have been avoiding for the fear that they will fail. In my interactions with others, the knowledge on social learning and traits theories gives me the ability to understand all kinds of people that I meet. They may be introverted, extroverted, hostile, or lacking in confidence but I will be in a position to reach out to them since I am able to understand their different traits. This is as opposed to dismissing people for example on the grounds of being hostile and therefore seemingly unapproachable. It is thus possible for me to approach such an individual and teach them how to take control of their anger and hostility. I can do this by helping them shift their personal ideals and educating them on how negatively they affect their environment, like their children or siblings with such behavior. Conclusion Social learning plays a huge role in the formation of traits and personality in individuals in society (Kreitner and Luthans, n.d.). Once behavior is formed in childhood, based on the conditions of our environment, it is very hard to change that behavior in future. As a result, it is imperative that society creates conducive environment for children to develop healthy personalities and desirable behavior. Development of self-evaluative ideals is also important as it helps individuals create standards for themselves that are at par with positive behavior. Kreitner and Luthans (n.d.) insist that promoting healthy cognitive processes is another handy tool in promoting desirable behavior in social learning. Such processes would enable individuals within the society to reason logically when interpreting different aspects of their environment. This would in turn change such bad behavior as violence and aggression when peoples reasoning powers are increased. This is generally shaping peoples perceptions in ways that enables them to interpret their environment positively in order to develop healthy personalities and positive behavior.

Free Handmaids Tale Essays: The Handmaids Dystopia :: Handmaids Tale Essays

The Handmaid's Dystopia "The Handmaid's Tale by Margaret Atwood is a dystopia about a world where unrealistic things take place. The events in the novel could never actually take place in our reality." This is what most people think and assume, but they're wrong. Look at the world today and in the recent past, and there are not only many situations that have ALMOST become a Gilead, but places that have been and ARE Gileadean societies. We're not in Kansas any more, Dorothy! Even today there are places in the world where there is startling similarity to this fictitious dystopia. In Pakistan, women's rights are non-existant, and many policies are that of Gilead in The Handmaid's Tale. In Gilead, the handmaids must cover their bodies and faces almost completely with vales and wings. In Pakistan, Iran, Afghanistan, Bahrain, and similar South Asian countries, this is a must for women. Other Gileadean-like persecutions take place towards women. In Pakistan, women can be raped, and unless there is full proof that there was no consent, the man will get off scot free, and the women charged with pre-marital sex and sentenced to a prison term. In Afghanistan, the police force has and continue to torture and rape innocent women for unnecessary reasons. This is similar to The Handmaid's Tale in that Offred, and other handmaids, not only go through the devestation of "The Ceremony", but also can be used and possibly even raped by their Commanders, and there is nothing the handmaid can do about it. If she speaks, she is usually not believed, and then she is sent away because she broke the law. The handmaid would usually die for making such accuasations. Women are given little to no rights in Gilead. They obey what they are told by the men or by the Aunts (who get their orders from the men). They are not permitted to read or write, or participate in any extra-curricular activity. They are alive only to serve a purpose. In countries such Iran, women are subject to similar laws. Although more recently they may be allowedread and write, it is on a strict level only, and activites are out of the question. There is no specific law against it, however with the Islamic government making it manditory for all women to wear complete body coverings, sports and other activities are nearly impossible.

Supermarket Marketing

1) For this assignment I decided to visit the Tom Thumb Supermarket located in Lovers Lane. When I walked into the supermarket the first thing I saw was a stand in the middle of a small-like room in which people get the kart to do their shopping. In this stand there were organic fruits such as apples, peaches, melons, kiwi and a couple of other small fruits. All of them contained the yellow sign of â€Å"every day savings†, meaning that the fruits were on a discount from their regular prices. I think that the retailer strategically puts these items in the entrance since they know fruits are a high demand product for consumers. Once I passed through the doors and into the supermarket, I observed a flower stand with many flowers for sale and many stands containing chips and many soft drinks that came in boxes like coca-cola, sprite, Canada dry and others. I think that the flowers are great location since they attract every consumer that walks into the supermarket independently if he/she is going to buy flowers or not. It also gives a better experience to the consumer as he walks in, since flowers are produce a sense of calm for many. ) As I walked through the supermarket, I reached the pharmacy of the supermarket. As I had seen in many places before such as CVS and Walgreens, this supermarket also had generic brands in many of the medications being sold. These generic brands were found among the most common medications sold daily. Beside Advil, Tylenol, and ZzzQuil, there were the generic products. The generic products had a simpler look from the outside than the national brand names, but contained the exact same ingredients as the national brands, for $2 and up to $3 dollars less in most cases. There were also generic products for well-known brands such as Tums, Mucinex, Aleve, Alka-Seltzer, and even Pepto Bismol. I believe that that these brands are positioned this way so the consumer is able to compare the national brand to a generic product and realize that the only difference between them is the price and a nice looking box. 3) While walking through the aisles I realized that there were products at the end-of-aisle that were not from the same category as the aisle. There was a similarity between all of these products that were located at the end-cap. The majority of these items were snacks or small products for daily use. These items were mostly chips, there were some with water and it was the cheapest one, one contained small toys, wine, and soft drinks. I believe that these items are located at the end-cap since it is something that almost every consumer likes and wants. So it is a strategic location for retailers to place products that have a very high demand. 4) I was not shocked to see an item that was displayed in two different locations since it was one that we usually do not relate to a supermarket. While walking to the pharmacy there was a stand in the middle of the aisle. This stand contained ceramic plates and silverware, there were also a few toys and a lot of hard plastic containers for water or drinks. These items were located in a different area than they usually are. I imagine that these products do not have a lot of demand. So the retailer tries to create this demand by separating the product into two locations and probably attract consumers in different locations such as the pharmacy that could be more interested in the product. ) When I went to the mustard category I realized that the most expensive type of mustard were also among the most famous brands. The most expensive mustard was Heinz, followed by other brands such as Safeway, Guldens, Jack Daniels, and Grey Poupon, which were in the same price range. The cheapest mustard was the French’s brand, which I am almost sure is no different than the Heinz mustard. The differences in prices among the mustards wer e also influenced by the type of mustard not only the brand. The Dijon, Horseradish, Spicy Brown, Sweet and Spicy, and Brown mustards were more expensive than regular plain mustard.

Coffee and Starbuck Essay

Summarize the overall strategy of Starbucks Management in its effort to create and develop a new concept and a rapidly expanding company. The overall goal of Starbucks Management was to create an American version of the Italian coffee bars that Howard Schultz had experienced first-hand in Milan. He believed that Starbucks should function as an important part of the community, as a meeting place for its customers. He wanted Starbucks to become an experience that would differentiate itself from its competitors. One of their key strategies in meeting this goal is a focus on customer service in order to create an experience for its consumers. Another one of their strategies is to ignite their emotional attachment with consumers. They also have a commitment to improving their business through better training, tools, and products and to give attention to store-level economics and operating efficiency. All of these are prongs to their strategy that will allow Starbucks management to turn Starbucks into a location where people don’t just go to grab coffee, but to experience the atmosphere of an Italian coffee shop. Another prong to their strategy is to offer many different products and to distribute them among a variety of distribution methods. Which one of the five generic competitive strategies discussed in Chapter 5 most closely approximates the competitive approach that Starbucks is employing? There are five generic competitive strategies that can be employed and they are low-cost provider strategy, broad differentiation strategy, focused low-cost strategy, focused differentiation strategy, and best-cost provider strategy. The strategy that Starbucks uses is broad differentiation where they seek to differentiate their product offerings from rivals’ with attributes that will appeal to a large variety of consumers. The key market characteristic for the strategy of differentiation to work is that buyers’ needs and preferences are very diverse and cannot be satisfied with a standardized product offering. This is an evident characteristic of the market because consumers all have different preferences on the way they like their coffee. Which is the reason why Starbucks offers many different product options like lattes, skinny lattes, coffee, iced drinks, blended drinks, etc. They also offer fruit cups, water, and bakery items to provide even more options for their consumers. If a differentiation strategy is successfully implemented the firm will be able to do one of the following: command a premium price for its products, increase unit sales, and/or gain buyer loyalty to its brand. Starbucks has some of the highest prices for the type of products they offer and people tend to be extremely loyal to whatever coffee they are used to purchasing, because they trust the quality. Methods to enhance differentiation 1. Create superior product features, design, and performance Starbucks has a superior knowledge of coffee and a commitment to providing customers with quality coffees. Providing top-quality, fresh-roasted whole-bean coffee was the company’s differentiating feature and a core value since the beginning of its founding. Couches, fireplaces, newspapers, drive-through windows, kiosks in supermarkets and other public places were added to locations depending on what would add value to their consumers. Due to their focus on providing a different experience depending on the location of the store, their international strategy is a multi-domestic approach. The core characteristics of each new store was based on local materials and craftsmanship, a focus on reused and recycled materials and exposure of structural integrity and authentic roots. Most important of all they believed that coffee should be central and that distractions should be removed. They believed that the combination of all these elements should tell a story that would engage the consumer’s five senses and provide them with flexibility to meet the needs of the many different consumers that would be attracted to Starbucks. 2. Improving customer service or adding additional features When Howard Schultz first became part of the company he realized that one key problem Starbucks was having was that first-time consumers often felt uneasy about their absence of knowledge about high-quality coffee. An additional problem was that the employees came off as arrogant and unapproachable. He then worked with employees to teach them about friendly customer service and created a pamphlet to teach new customers about coffee. He also began to offer part-time employees health insurance and a stock option plan for all employees, because he believed that if a company treated their employees well, then they would in turn treat their consumers well. The additional features that Starbucks offers are fireplaces, couches, music, Wi-Fi access, ability to use paid sites and services like Wall Street Journal’s site, exclusive content and previews, free downloads, local community news, and activities. 3. Pursuing production R&D activities Starbucks is constantly brewing new flavors and blends to offer their consumers a variety of coffee to try. Flavors are rotated daily or weekly to offer constant variety. They also test new product offerings like Frappuccino’s, Lattes, Skinny Lattes, and seasonal drinks. 4. Striving for innovation and technological advances One way that Starbucks was able to constantly strive for innovation was by controlling the cost of opening and renovating stores by centralizing buying, developing standard contracts and fixed fees for certain items, and consolidating work under those contractors who displayed good cost-control practices. Starbucks retail operations group outlined the minimum amount of equipment each store would need. This meant that standard items could be ordered from vendors in volume at 20 to 30 percent discounts. The items would then be delivered to the site from a warehouse or from the vendor. A technological advance was that they used computer software to build store layouts that would calculate costs as the design progressed. This cut costs by a significant amount and shortened the process of opening a store to 18 weeks. 5. Increasing intensity of marketing and sales activities Originally, Starbucks didn’t spend a lot of money on advertising, because they relied mostly on word-of-mouth. In 2008 McDonald’s stepped up their advertising to highlight their McCafe coffee drinks. In order to counter this Starbucks undertook the largest advertising campaign ever. 6. Seeking out high-quality inputs Starbucks promotes environmentally sustainable practices in coffee cultivation methods and have specific guidelines they follow called Coffee and Farmer Equity Practices that help farmers to grow high quality coffees in environmentally beneficial ways. In 2000 they began purchasing their coffee organically and a growing percentage of their coffees were grown organically as well as Fair Trade Certified. 7. Improving employee skill, knowledge, and experience Starbucks has a commitment to training their employees so that they are better able to serve their customers. All partners and baristas receive at least 24 hours of training in their first two to four weeks on topics such as coffee history, drink preparation, coffee knowledge, customer service (for a total of 4 hours), and retail skills. Baristas in particular are required to learn how to grind beans, steam milk, pull perfect shots of espresso, memorize recipes, practicing how to mix drinks, and how to customize drinks. Sessions also include how to operate the cash register, clean the milk wand, explain the Italian drink names, and making eye contact with customers. Management trainees are required to attend classes for 8-12 weeks and learn about store operations, practices, and procedures. When a new store is opened a Star Team of experienced employees are sent to make sure everything runs smoothly. From time to time, Starbucks conducts special training programs, including a coffee masters program, leadership training program, and career programs for partners in all types of jobs. When does a differentiation strategy work best? A differentiation strategy works best when buyer needs and uses of the product are diverse, there are many ways to differentiate the product or service that have value to buyers, few rival firms are following a comparable differentiation approach, and technological change is fast paced and competition revolves around rapidly evolving product features. Starbucks’ actions to differentiate their product line They have expanded their product offerings along many different distribution channels by capitalizing on their growing brand name and awareness. First they were able to market their product to restaurants, airlines, hotels, universities, hospitals, business offices, country clubs, and select retailers. United Airlines, Hyatt, Hilton, Sheraton, Radisson, Westin hotels, and Wells Fargo all began to serve Starbucks coffee. A joint venture with PepsiCo came with the sale of a bottled version of the Frappucino drink and Starbucks Doubleshot espresso drinks. In 2008, they partnered with Suntory to sell ready-to-drink Doubleshot drinks in Japan. In 2010 a partnership with Arla Foods spread Doubleshot products and Starbucks chilled cup coffees into retail stores in the UK. A 1995 partnership with Dryers created a new line of coffee ice cream under Starbucks names that was later disbanded in 2008. At this time the rights to manufacture, market, and distribute Starbucks ice cream was given to Unilever. In 1998 Kraft Foods began marketing and distributing whole bean and ground coffee to supermarkets in the US. Tazo Tea was acquired by Starbucks in 1999 and in 2005 they acquired Ethos Water. A partnership with Jim Beam Brands created Starbucks Coffee Liqueur in 2004 and Starbucks Cream Liqueur in 2005. In order to offer healthier options they began offering skinny lattes, banana walnut bread, fruit cups, yogurt parfaits, a farmer’s salad, and smoothies in 2008. Also in 2008, Starbucks responded to customer’s wishes to have a blend of coffee that was always in stores. They created the Pike Place Roast in order to satisfy these customers. 2009 saw the introduction of VIA instant coffee. In 2009 the retail sales mix of Starbucks was 76% beverages, 18% food items, 3 percent coffee-making equipment and other merchandise, and 3% whole bean coffees. What are the key policies, practices, business principles, and procedures that underlie how Howard Schultz and Starbucks’ management have implemented and executed the company’s strategy? Key Policies, Practices, Business Principles, and Procedures The key policies that have been implemented can be broken down into five groups. First is how the company goes about expanding the number of Starbucks stores. The second is their international expansion practices. The third group is their staff training. The fourth is their principles towards ethical business practices. Fifth, is their coffee roasting practices. Store Expansion Starbucks management’s approach to store expansion is using a hub city approach. After a suitable demographic area is chosen Starbucks begins to open up stores in a large city that serves as its hub. After about 20 stores are opened in this hub city, they will then move on to the surrounding areas that are the spokes. This expansion strategy serves to create buzz and brand recognition for the company in an area that has a high amount of foot traffic before moving into a location that has less customer traffic. When a new area was selected for expansion a group of professionals were sent to facilitate the opening. Starbucks also had zone vice presidents who would oversee the expansion process and instill the culture of Starbucks in the new stores. International Expansion When expanding internationally Starbucks has two options; they either open company-owned and operated stores or license to a company that has a good reputation and the knowledge of retailing in that area. Starbucks prefers to license, rather than franchise because licensing provides more assurance of quality control. When they move into foreign markets one of their practices is to use a partner or license to help recruit individuals for employees, set up relationships with suppliers, find store locations, and learn how to cater to local market conditions. For stores that were licensed Starbucks would receive a license fee and a royalty on sales. Companies that were licensed to supply Starbucks coffee were required to follow their detailed operating procedures. Not only that, but managers and employees were required to attend the same training as employees at company-owned stores. Staff Training As mentioned previously, employees are put through an extensive amount of training to learn daily practices and how to treat customers. They are put through this training because customer service is so integral to their organization. Some of the things that baristas learn in their 24 hours of training are coffee history, drink preparation, coffee knowledge, customer service, retail skills, and beverage preparation. Beverage preparation includes grinding the beans, steaming milk, pulling a perfect shot of espresso, memorizing the recipes, practicing the drinks, and learning how to customize drinks. Finally, partners were trained on cash register operations, how to clean the milk wand, how to explain Italian drink names, how to sell espresso machines, making eye contact, interacting with consumers, and taking responsibility for the cleanliness of the store. Not only that but they had many rules that needed to be learned as well such as: milk needs to be steamed to 150 degrees Fahrenheit but not more than 170 degrees, an espresso shot not pulled within 23 seconds needs to be thrown out, coffee can’t sit in the pot more than 20 minutes, and disgruntled customers were given a coupon for a free drink. Managers were required to go even more in depth with their training. Ethical Business Principles Starbucks purchases products that are Fair Trade Certified, meaning that farmers make a fair amount of money for their products. They are very involved in Corporate Social Responsibility and take a number of measures to reduce, reuse, and recycle. They are also committed to purchasing from companies that use environmentally sustainable growing practices. Coffee Roasting Practices Coffee recipes are put together by the coffee department once all components have been tested. In order to be sure of consistency computerized roasters are used. Trained personnel are required to monitor the process by using hearing and their sense of smell to check when the beans are perfectly done. There are extremely exacting standards that must be met and the color of the beans is tested in a blood-cell analyzer and if it doesn’t meet the requirements the batch is discarded. Directly after roasting and cooling coffee is vacuum-sealed into bags that are guaranteed to preserve freshness for 26 weeks. However, policy says that after three months they need to be used. Once opened the shelf life is seven days. What â€Å"values† does Starbucks have? How well do they connect to the strategy and to the manner in which the company conducts its business? Are they successful in implementing to them? The values that Starbucks consider important are included in their mission statement and those are: 1) Coffee: They are committed to providing their consumers with top-quality coffee that is ethically sourced, and to improve the lives of the people who grow the beans. They do this through a variety of methods. First is their Coffee and Farmer Equity Practices (C. A. F. E Practices). These practices specify product quality, that the price received by farmers/growers is fair, that safe and humane working conditions are being used, and that the methods of growing are environmentally responsible. Second, they do not add artificial flavorings to their coffee beans. Third, they have Farmer Support Centers in Costa Rica and Rwanda. These support centers were staffed with agronomists and experts on environmentally responsible coffee growing methods and worked with coffee farming communities to promote best practices in coffee production They also worked to improve coffee quality and production yields. 2) Partners: In order to better care for their employees Starbucks has a health care plan available for all employees, a stock purchase plan, employee training, and employee recognition. Some of their employee recognition awards include Coffee Master awards, Certified Barista awards, Spirit of Starbucks awards, Manager of the Quarter, Green Apron awards, Green Bean awards, and Bravo! Awards, 3) Customers: They value connecting with customers and uplifting the lives of consumers by providing the perfectly made beverage and going the extra mile for their customers. Employees are trained to take heroic measures to make customers happy. 4) Stores: Starbucks management’s goal was to create the stores to be a haven where customers belong and meet with friends. They do this by creating a store ambience, having interesting music playing, leather couches to sit and read newspapers in, and they make sure that nothing overpowers the smell of coffee. 5) Neighborhood: Their stores are part of its community and to be a force of positive good in the area. One way they do this is by using local materials and craftsmanship. They are also extremely involved in Corporate Social Responsibility. The commitment to do the right thing has been a significant part of how Starbucks operates as a company ever since Schultz became CEO. Starbucks has been named to Corporate Responsibility Magazine’s list of â€Å"The 100 Best Corporate Citizens† for the 10th time in 2010. 6) Shareholders: Starbucks is committed to getting all of the above values right so that they can help everyone that is involved and affected by Starbucks thrive. What is your evaluation of Starbucks social responsibility strategy? How much does it help to create their public image? Starbucks CSR strategy has four main parts which are: 1) Ethical sourcing of products: They do this through their C. A. F. E Practices, purchasing Fair Trade Certified products, and buying from manufacturers that have a commitment to environmental and social responsibility. 2) Community involvement: Starbucks has several organizations to foster community involvement. First, is the Starbucks Youth Action Grants which involves young people in community involvement projects. Second, is their program to give medicine to people suffering from HIV in Africa. Third, is the Ethos Water Fund where they donate 5 cents every time somebody purchases a bottle of Ethos Water. Fourth, they donate money to the Starbucks Foundation which was the fund that was started in 1997 to handle all the Starbucks’ philanthropic actions. 3) Environmental Stewardship: In order to achieve this goal they have several methods. First, they focus on increasing recycling and reducing waste which they do by giving discounts to people who bring in their own mugs, coffee grounds are donated for use as a soil amendment, they take part in Earth Day activities, they purchase paper products with recycled content and unbleached fiber, and they encourage their suppliers to provide energy-efficient products and eliminate unnecessary packaging. They also have commitments to be more energy efficient, use renewable energy sources, conserve water resources, use green facilities, using environmentally friendly building materials and energy-efficient designs. They also have plans to achieve LEED certification globally. In 2009 they became part of the Businesses for Innovative Climate Change and Energy Policy coalition. They have also collaborated with the Earthwatch Institute and work on replanting rain forests, mapping water resources, and biodiversity indicators, and sharing sustainable agriculture practices with coffee growers. 4) Farmer loans: They provide funding to organizations that make loans to coffee growers. Their goal for 2015 is to donate $20 million dollars to these funds. They have also committed money to hurricane Rita and Katrina victims, as well as to help the devastation after the earthquake in Haiti. Having a strong CSR campaign adds to the value of Starbucks’ products if consumers know that they are involved in these activities. It lets consumers know that part of the money they are spending is going to a good cause. By getting on the Corporate Responsibility Magazine’s list of â€Å"The 100 Best Corporate Citizens† for the 10th time in 2010, it increases the knowledge that people have about their CSR strategy. Compare the US and International share of yearly revenue, revenue growth, and operating income/revenue. What do these ratios tell you? What is your overall assessment of Starbucks’ financial performance during fiscal years 2005-2009? Explain the performance of Starbucks stock. Exhibit 1 Comparison of Starbucks’ Financial Performance in the US and Internationally| | | 9/27/2009| 9/27/2008| 9/30/2007| 10/1/2006| 10/2/2005| Yearly Revenue ($ millions)| | | | | | | United States| $ 6,572. 10 | $ 6,997. 70 | $ 6,590. 20 | $ 5,495. 20 | $ 4,359. 50 | | International| $ 1,608. 00 | $ 1,774. 20 | $ 1,437. 40 | $ 1,087. 90 | $ 852. 50 | Revenue Growth ($ millions)| | | | | | | United States| -6. 08%| 6. 18%| 19. 93%| 26. 05%| | | International| -9. 37%| 23. 43%| 32. 13%| 27. 61%| | Operating Income/Revenue ($ millions)| | | | | | | United States| $ 531. 80 | $ 454. 20 | $ 1,005. 20 | $ 955. 20 | $ 818. 50 | | International | $ 92. 90 | $ 110. 00 | $ 137. 70 | $ 108. 50 | $ 82. 30 | These ratios tell us that overall they have been increasing their revenue growth by significant percentages of an average of 20% internationally and 12% domestically. Domestically the amount of revenue growth per year slowed down in 2008 and went negative in 2009. Revenue growth also went negative in 2008 internationally. This makes sense because 2008 was the beginning of the economic downturn which affected the company’s bottom line. Operating income has fluctuated quite a bit since 2005 and since its peak in 2007 ($1,0005. 20 million) has decreased significantly to $531. 80 million. Internationally it has remained steadier at an average of $106. 28 million. Again these numbers make sense because it was in 2008-2009 that the economic downturn occurred and Schultz instituted strategic initiatives and revamped strategy execution efforts to fix these financial problems. One reason that the economic downturn affected Starbucks’ bottom line badly is because it was considered a treat to go to Starbucks and to get coffee that wasn’t brewed at the home. Less people were indulging in coffee by the cup. In 2006 and 2007 Starbucks reached its peak growth in the period displayed in exhibit 1. This is represented in the stock chart because it is also when their stock performance reached its peak at 40. The lowest point on the stock chart was in 2008 which makes sense because this is when the economic downturn occurred so many people were selling stocks. In 2008-2009 Schultz’s measures to institute strategic initiatives and revamp strategy execution efforts began and clearly worked because in the period of time from 2008-2010 stocks returned to almost 30. What are the key elements and your evaluation of Howard Schultz’s transformation agenda for Starbucks during 2008-2010? What do you think of the letters shown on page C-364 and C-365? Has Schultz done a good job since his return as Starbucks’ CEO? Why or why not? Elements of the Transformation Agenda Howard Schultz’s transformation agenda during 2008-2010 had several key elements. First, he planned on slowing new store openings to 73 internationally. Second, 900 underperformed company-owned stores were closed in the United States. The goal of this action was to raise sales and traffic at nearby sales. Around 75% of these stores that were considered underperforming were within three miles of an existing store which shows that their strategy of having a Starbucks everywhere was cannibalizing their sales. The third element of the transformation agenda was raising the projected return on capital requirements for proposed new store locations. This is a way for Schultz to be more particular about new store placement and to have a better chance of making a significant amount of profit and not losing traffic to existing stores. Fourth, he planned on revamping the company’s locations in Australia with a focus on Brisbane, Melbourne, and Sydney as the hub cities. He planned on closing 61 under-performing locations in order to do this. Fifth, it was important to Schultz that there be an emphasis on developing new store designs in order to promote a refreshed customer experience. In order to do this the character of each store would be a reflection of the area it was in to make the customers feel more at home and to make Starbucks the center of that community. Sixth, customer experience would be heightened through a variety of methods. The first method was by removing warmed sandwiches from the menu, because it inhibited the aroma from the coffee. Second, high-quality baked goods and pastries would be offered at the store along with new menu items for healthy eating on the go. For example, fruit cups, skinny lattes, yogurt parfaits, salads, smoothies, and healthier bakery selections were all a result of this step in Schultz’s transformation agenda. The seventh part of the agenda was to create a program to share best practices in stores globally, this would promote quality control and improve customer service, which was one of the things that Schultz had found lacking when he became CEO again. Eighth, Schultz thought it was important to provide resources and tools for store employees such as laptops and internet-based software for scheduling. Ninth, there were cost-containment initiatives put in place in order to improve the bottom line that included a reduction of 1,000 people in staffing. Finally, the last part of the agenda was to renew the attention placed on employee training in order to reignite the enthusiasm to please customers that is vital to the mission of Starbucks. Evaluation The goal for 40,000 stores worldwide as a long-term objective and the rapid expansion that Jim Donald began led to a decrease in customer traffic in the US stores, new store openings that continued at a rate of 6 per day worldwide, and the emphasis on increased store operations efficiency put financial strain on the company and led to a decrease in customer service. Good customer service is one of the cornerstone values of Starbucks and was a central idea during Schultz’ leadership. Schultz’ return to CEO and his strategic initiatives mentioned above will help to return Starbucks to the values it originally held as very important and to return it to profitability by slowing down on expansion to focus more on the three main themes Schultz saw as important to his strategy. These themes are: strengthening the core, elevating the experience, and investing and growing. Before he can focus on growing the company, they need to have a strong base of employees and a focus on the experience that Starbucks is meant to provide its consumers. Letters from Schultz The letters that are shown on page C-364 and C-365 of the case show that Schultz is dedicated to his shareholders, which is one of the values in their mission statement. He is being extremely open and upfront the concerns of shareholders and about the actions that will be taken to address those issues. The first letter is addressed to customers and he explains that he has come back to Starbucks as CEO in order to ensure that the customers receive the experience that he believes Starbucks is known for. This letter shows that he truly cares about the thoughts and concerns of consumers. The second letter is to the employees of Starbucks. In this letter Schultz addresses them as partners in the path to revitalizing Starbucks’ mission. He even says, â€Å"I am proud to be your partner†¦Ã¢â‚¬  By treating his employees like this he is able to foster accountability for the actions that everybody can take in helping to turn around Starbucks to what Schultz’ vision for it is. Evaluation of Schultz’ work. Schultz has done a good job by creating strategic initiatives in order to return Starbucks to where he thinks the company should be. His vision includes becoming the authority on coffee, engaging and inspiring Starbucks’ partners, igniting the emotional attachment with customers, expanding global presence and making each store the neighborhood’s heart, being a leader in ethical sourcing and environmental impact, creating innovative growth platforms, and delivering a sustainable economic model. Every one of these visions is addressed in some way in his agenda, which shows he has a clear idea of where the company should go and how to get it there. In 2008-2009 the company experiences five quarters of deteriorating sales, but from 2009-2010 had five quarters of improving sales, which shows that Schultz’ transformation agenda has been working. What issues confront the company as of mid-2010? What should Starbucks’ management be worried about? What are the challenges in expanding internationally? Issues as of mid-2010. 1) Oversaturation of the market: With the â€Å"A Starbucks Everywhere† approach and the rapid expansion steps taken by Donald, there was a decrease in customer traffic at the stores, resulting in a loss of profit. 2) Lack of emphasis on customer relationships: The emphasis on increased efficiency in store operations led to a decrease in good customer service. 3) Drifting away from the original values of Starbucks: Starbucks was built with an emphasis on high-quality coffee, good customer service, and a commitment to creating an experience for customers. However, when Schultz became CEO again he noted that this was lacking. 4) Offering high-quality products: As Starbucks moves into new locations in order to draw attention away from local popular spots they will need to offer a product that is of high enough quality to keep consumers coming back. 5) Differentiation: Again, as they move into new markets they will need to do significant research to find out what those consumer’s value. They need to be able to give it to them in order to achieve their goal of being the heart of the neighborhood. 6) Coffee prices: Coffee prices fluctuate significantly due to weather, economic, and political conditions in the countries where they are grown. What should management be worried about? Management should be worried about offering high-quality products. If they cannot prove that their product is better due to quality or differentiating features then locations that sell coffee and consumers are already loyal, they will have issues drawing consumers away. However, Starbucks does have an extremely strong brand image and hype associated with their name, which is an asset for them in entering new markets. International Challenges Some challenges that Starbucks will face internationally are: 1) Adapting their stores to fit the location they are in 2) Creating partnerships and licensing agreements with reputable companies to offer their products abroad 3) Regulations on foreign businesses moving into their country 4) Having enough control over the quality in the international stores that are licensed. 5) Higher production costs Starbucks has chosen to follow a multi-domestic approach to international expansion, meaning that they customize their product offerings to match the tastes and preferences of local buyers. The main challenge that Starbucks will face in entering international markets is knowing what that group of people wants and prefers. Another problem is that they will need to make partnerships and licensing agreements with reputable companies in order to be sure that the culture of Starbucks is continued to their new stores. Finally, they will have the issue with tailoring their stores to fit the environment they are in, because they will be unable to use a set design which could raise production costs. What recommendation would you make to Howard Schultz to sustain the company’s growth and support continued strong financial performance in the years ahead? Consider both the US and International strategies. Recommendations * Coordinate with suppliers to address consumers’ needs better: By coordinati.