Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Presented to the
Management and Organization Department
The Ramon V. Del Rosario – College of Business
De La Salle University
In partial fulfilment
Of the requirements of the course
SHURMAN Section C34
SUBMITTED TO:
Prof. John Andrew C. See
SUBMITTED BY:
Chan, Kathleen Trisha A.
Mendoza, Darwyn Albert T.
Ramirez, Juana Christina H.
Resurreccion, Dan Michael S.
TABLE OF CONTENTS
PARTS PAGES
I. Introduction
A. Background of the Company 4-5
B. Statement of the Problem 5
C. Statement of Objectives 5-6
D. Scope and Limitations 6
E. Significance of the Study 6
F. Research Methodology 6-7
II. Review of Related Literature
A. HR Performance 7-8
B. HR Metrics Used
1. Recruitment 8
2. Training 8-9
3. Performance Appraisal 9-10
4. Team Development 10-11
5. Employee Welfare and Engagement 11
C. Analysis
1. Strength 11-12
2. Areas for Improvement 12-13
D. Data Analysis and Interpretation
1. Demographics 14-17
2. Recruitment 17-19
3. Training 19-20
4. Performance Appraisal 21
5. Team Development 22-23
6. Employee Welfare and Engagement 23-25
An HR Management Report on Starbucks 3
I. Introduction
A. Background of the Company
Rustans Coffee is the real name of Starbucks in the Philippines. December
4, 1997, the Philippines had its first taste of the Starbucks Experience with its very
first branch at the 6750 Ayala Building in Makati City. Starbucks has since won
the hearts of the Filipinos. The opening of the 6750 Ayala store marked an
important milestone in our history – the Philippines became the third market to
open outside North America. The tradition of warm hospitality, constant need for
connection, and love for coffee – these are the qualities that make Starbucks
Nature of the org: The organization is a retail store that provides buyers
with high quality coffee, teas, snacks and the like. One of the company‟s
employees said that: “From the beginning, Starbucks set out to be a different kind
of company. One that not only celebrated coffee and the rich tradition, but that
also brought a feeling of connection. Best practices include the stakeholders being
honor each and every partner, and hold each other to that standard. Partners,
flexibility in work schedule, competitive wages and other perks. Employees are
valued in the same way customers are appreciated. Their prime objective took the
organization to new heights; they have learned to shift their focus on the people in
their business. It closely follows by its motto of “hire the personality, train the skill”
they sell. Starbucks employees are referred to as partners, and even part-time
program, and get free coffee! All Starbucks' employees are well trained. The
investment in training obviously pays off, as Starbucks has a far lesser turnaround
The way the company, Starbucks treats its employees in the human
resource perspective.
C. Statement of Objectives
The main objective of this report is to study and analyze the HR
3. To analyze the strength and areas for improvement, given the HR Metrics
and other data in the latter part of this report.
The scope of this paper will follow observations of the researchers about
Report, observations may not be as in-depth. It must also be considered that the
The lack of elaborate discussions with the officers in charge and the
respective company‟s human resource practices. The group believes that this
strategies that would further improve their services towards the customers.
F. Research Methodology
respondents was not put into consideration for it will not affect the result of the
survey.
The survey questionnaire was formulated in such a way that the group will
through a hard copy questionnaire. After the target number of respondents was
reached, the group gathered all the answers and tallied their responses.
The results were then interpreted and presented through graphs which are
shown in the latter part of this paper. Survey results are used to help compare it
They believe in diversity among its employees and they treat these people as
their partners. They do their best to make the atmosphere one filled with
positivity as to motivate the employees to work better. They train these people in
a way that will help them grow and develop skills that will yield talented
individuals.
bonuses, financial aid, medical and dental insurance, stock option, and many
more. Starbucks provides their employees with different networks that help them
find the balance in their lives. They believe in supporting, inspiring, and
and in order to do so, to make them aware of challenges of the company." Given
this, they train their employees very well as to prepare for the job and tasks at
hand. When first hired, they have a quota of hours that they have to reach as
well as mater different skills. For the management trainees, they to are offered
B. HR Metrics Used
1. Recruitment
said that, “Starbucks is very particular, and it‟s a hard company to get into”. It‟s
difficult to find the right person who has the right skills and is fitted into the
people who can fit in the corporate board room to face the Howard Schultz”.
The executive vice president of the global supply chain operation, Peter
Gibbons, admitted that Starbucks is "starting from scratch" with its recruitment
program.
2. Training
“We are not in the coffee business serving people, we are in the people
which could have a crucial role for a company‟s product and service
they could develop new knowledge, skills, and innovative capability necessary
To be the best and to make people happy, Starbucks ensures that they
screen and train their employees well. Once an applicant is hired, that applicant
will undergo the “Coffee Master Program” where the new employee/s is/are
indoctrinated to the company values, as well as the mission, which is to build the
brand. In this training program, the employees are reminded that it is their
priority to serve people, and that customers must always leave happy.
3. Performance Appraisal
Performance appraisal is a process of assessing how well employees are
doing their jobs. Most employees and managers definitely dislike the process
career planning and for making termination decisions. A company which has a
and training decisions. There are two stages to do a performance appraisal: (1)
is to measure the job performance, (2) is to share the feedback with the
employees.
see how the employees are performing their jobs. Customer comment card
insights on the employees, services, and products. This kind of strategy is a very
good and effective way to see how the employees perform their jobs, because it
is an effective way. The job performances of the employees are what matters
regardless of when the customer and the employee know each other.
lower level manager (cashiers) and middle level manager (store manager) give
feedbacks to each other. The 360-degree feedback has affects the performance
usually nine people working. So, they have close relationship and would not
employees are given budget each month. Budget is a goal of how much money
4. Team Development
Even the CEO Mr. Schultz, knows that the Starbucks brand is nothing
without its baristas. Therefore, managers ensure that all employees are treated
equally, or in short, made to feel that they are a part of the team. All of the staff
atmosphere which develops not only the relationship between employees, but
also their enthusiasm. The team doesn‟t only involve the staff, but even those on
top, and to maintain this, they also ensure that there is a well-organized
An HR Management Report on Starbucks 11
communication channel. In line with this, they also make sure that the number of
employees range from three to six, so that the staff will be able to know each
ensure that the employees are treated just as good as the employees treat the
customers. Health care and stock options are readily available to all employees,
and as stated, they are considered partners. The employees are also engaged
not only with each other but also to the community they‟re residing at. Reports
show that employees do community service, and in 2009, employees were able
relationship between the employees and the community, and ensures a healthy
atmosphere.
C. Analysis
1. Strength
The strengths of Starbucks lie mostly in their approach to Human
The core values of Starbucks never forget their partners. With that mentioned
one of the strongest points that Starbucks has implemented is dubbing and
Schultz, the brain behind it, believed that the employees must feel that
they are being valued in the company. In return the employees of Starbucks
An HR Management Report on Starbucks 12
work harder and produce better results. Evident enough, Starbucks highly
invests in the improvement of their people and that itself is a discerning strength
of Starbucks.
development of their people. With a high reward and high direction method, the
their work ethics, which the management of Starbucks was able to instil in them.
hasten the decision making process which make the burden of the top
Schultz, as well as the rest of the top management, knows that the
organization will not survive or succeed without their partners who make it all
possible.
decisions. This though can cause a gap in regards with the status of the
employees and the manager. If this is not properly addressed then its might
tasks and purpose would also be unclear. Currently, though, this problem has
not yet occurred for Starbucks. Despite that, Starbucks has to formulate a plan
An HR Management Report on Starbucks 13
in the case that it does. This doesn‟t mean that they should stop empowering
mindset and create activities emphasizes on the roles, responsibility and status
individual growth of each person, Starbucks should also consider the growth of
Starbucks, it is lacking in programs that fosters unity within each of the small
relationship will make the organization grow more and in return, the productivity
Aside from the two areas stated above, Starbucks is one of the few
companies who value their employees and believe that they are the key to
narrow passage. Yet even with their excellent programs and practices, there
will always be something to improve on, in order for the organization to grow,
and determining these areas have been a forte of Starbucks as well, evidenced
by their current growth and the new sets of programs they create every year.
An HR Management Report on Starbucks 14
35%
(7) Male
Female
65%
(13)
b. Age
10% 10%
(2) (2)
18-25
26-35
25%
(5) 36-45
35%
(7) 46-55
20% 56 and above
(4)
10% 5%
(2) (1)
10% 15%
(2) (3) Clerical
Technician
25%
(5) Managerial
30% Accounting
(6)
20% Project Management
(4)
2. Recruitment
a. Does Starbucks clearly define the position objectives, requirements
and candidate specifications in the recruitment process?
10%
(2)
Yes
No
90%
(18)
An HR Management Report on Starbucks 18
5%
(1)
35%
Poor
(7)
Adequate
60% Excellent
(12)
0%
25%
(5) Poor
Adequate
75% Excellent
(15)
3. Training
a. How satisfied are you with the relevance of courses with respect to
your needs?
5% 0% 0% Very Satisfied
(1)
Satisfied
30%
25%
(6) Neutral
(5)
Dissatisfied
40% Very Dissatisfied
(8)
Not Applicable / Not Sure
10% 0%
(2)
Strongly Agree
15% 35%
(7) Agree
(3)
Neutral
Disagree
40%
(8) Strongly Disagree
Second, 7 out of 20 respondents (35%) said that they strongly agree to the
statement. Third, 3 out of 20 respondents (15%) said that they are neutral to
the statement given. Next, 2 out of 20 respondents (10%) said that they
disagree to the statement given. Lastly, no respondent said that they strongly
disagree to the statement given.
10% 5%
(2) (1)
Yes
No
Not sure
85%
(17)
4. Performance Appraisal
a. How would you rate your manager in each of the following areas?
5. Team Development
a. How professionally do the members of your team behave?
5% 5%
(1) (1)
10%
(2) Extremely professionally
Quite professionally
25%
(5) Moderately professionally
5%
(1) 10% 10%
(2) (2) Extremly honest
Very honest
15%
(3) Moderately honest
Slightly honest
60%
(12) Not honest at all
5%
5% (1)
(1) 10%
(2) Extremely well
Very well
15%
(3) Moderately well
Slightly well
65%
(13) Not well at all
10% 5%
(2) (1)
Very Satisfied
25%
(5) Somewhat Dissatisfied
0% Racial discrimination
5%
(1) 10%
Sexual harassment
(2)
Age discrimination
15%
(3)
Gender discrimination
0% Sexual orientation
70%
discrimination
(14)
No, none of the above
have been observed or
experienced
14 out of the 20 respondents (70%) said that they had not observed or
experienced any forms of discrimination or harassment at Starbucks. Second,
3 out of 20 respondents (15%) said that they had observed or experienced a
form of Gender discrimination at Starbucks. Third, 2 out of 20 respondents
(10%) said that they had observed or experienced a form of Age
discrimination at Starbucks. Next, only 1 out of 20 respondents (5%) said that
they had observed or experienced a form of racial discrimination at Starbucks.
Lastly, no respondents said that they observed or experienced a form of
sexual and sexual orientation discrimination.
An HR Management Report on Starbucks 26
treated well. They train their employees to make the customers the number one
priority for the company. These employees are made aware of the mission,
vision, and goals of the company to assure that they will work with these in mind.
As for the employees, Starbucks makes sure that they are doing their job well
and also give customers a role in this process. The company also rewards those
who excel and trains those who need to improve certain skills. In a nutshell,
Starbucks is a company that strives for excellence, helps their employees grow,
B. Recommendation
Starbucks is a good example of a company that works like a well oiled
machine. They have a plan that they stick to and have process that they follow
to achieve goals they have set. The only recommendation that comes to mind is
that Starbucks continue to do what they do. They do an excellent job and
sticking to what they do and probably just progressing from that will help them be
the best. Another recommendation for the company is to just have contingency
plans. This will help Starbucks be more prepared when they face different
IV. References
Devina, I. (2013, September 04). [Web log message]. Retrieved from
http://makegoodcoffee.wordpress.com/starbucks-performance-appraisal/
Interview by K.T. Chan. Starbucks.
Rizki, K. (2011, December 20).Starbucks recruiting, compensation, and benefits.
Retrieved from http://www.scribd.com/doc/76167366/Starbucks-Recruiting-
Compensation-And-Benefits
Starbucks- philippines. (2014). Retrieved from https://starbucks-philippinejobs.
silkroad.com
An HR Management Report on Starbucks 28
V. Appendices
A. Survey Questionnaire
Dear Employee,
We are students from De La Salle University-Manila. We are currently taking up
the course, SHURMAN (Strategic Human Resource Management). We would like to
ask for a few minutes of your time to answer some questions pertaining to our research.
Your opinion would be most helpful as we gather important information about our
research topic.
We assure you of anonymity and that your responses to this questionnaire will be
held in strictest confidence.
Thank you for your cooperation.
Kathleen Trisha A. Chan / MKT; Darwyn Albert T. Mendoza / BSM-MKT; Juana
Christina H. Ramirez / ADV; Dan Michael S. Resurreccion / LGL
Demographics
Gender Age: __________ How long have you worked at Starbucks?
□ Male
□ Female
What is your yearly income?
a. Php 100,000 and below
b. Between Php 100,001 – Php 200,000
c. Between Php 200,001 – Php 300,000
d. Between Php 300, 001 – Php 400,000
e. Php 400,000 and above
____________________
An HR Management Report on Starbucks 29
I. Recruitment
1. Does the organization clearly define the position objectives, requirements and
candidate specifications in the recruitment process?
a. Yes
b. No
2. How well are the organization‟s affirmative action needs clarified and
supported in the selection process?
a. Poor
b. Adequate
c. Excellent
3. How would you rate the HR department‟s performance in recruitment and
selection?
a. Poor
b. Adequate
c. Excellent
II. Training
1. How satisfied are you:
□ Strongly Agree
□ Agree
□ Neutral
□ Disagree
□ Strongly disagree
□ Yes
□ No
□ Not sure
An HR Management Report on Starbucks 30
2. How honest with each other are the members of your team?
Extremely honest
Very honest
Moderately honest
Slightly honest
Not honest at all
2.
3.
An HR Management Report on Starbucks 32
B. Pivot Tables
1. Demographics
a. Gender d. What is your yearly income?
Row Labels Count of Gender Count of
Male 13 Yearly
Female 7 Row Labels Income
Grand Total 20 Php 100,000 and below 6
Php 100,001-Php 200,000 7
Php 200,001-Php 300,000 4
b. Age
Php 300,001-Php 400,000 2
Row Labels Count of Gender Php 400,000 and above 1
18-25 2 Grand Total 20
26-35 5
36-45 4 e. Which of the following best
46-55 7 describes the department you
56 and above 2 work in?
Grand Total 20 Count of
Yearly
c. How long have you worked at Row Labels Income
Starbucks? Customer Service 2
Finance / Accounting 4
Count of Time MIS 4
worked at
Sales / Marketing 3
Row Labels Starbucks
Corporate Marketing 2
Less than 6 months 3
Human Resources 5
6 months-1 year 5
Grand Total 20
1-2 years 2
3-5 years 4 f. Which of the following best
More than 5 years 6 describes your position here?
Grand Total 20
Count of
Yearly
Row Labels Income
Clerical 3
Technician 6
Managerial 4
Accounting 5
Project Management 2
Grand Total 20
An HR Management Report on Starbucks 33
2. Recruitment
a. Does Starbucks clearly define the b. How well do Starbucks’ affirmative
position objectives, requirements action needs clarified and
and candidate specifications in the supported in the selection
recruitment process? process?
3. Training
b. How would you rate the HR a. Starbucks understands the
department’s performance in training needs of my department.
recruitment and selection?
Row Labels Count of Q3B
Row Labels Count of Q3A
Strongly Agree 7
Very Satisfied 6 Agree 8
Satisfied 8 Neutral 3
Neutral 5 Disagree 2
Dissatisfied 1 Strongly Disagree 0
Very Dissatisfied 0
Grand Total 20
Not applicable / Not sure 0
Grand Total 20
4. Performance Appraisal
a. How would you rate your manager in each of the following areas?
Count of Q4A-
Row Labels Interpersonal relationship
Excellent 4
Very Good 12
Good 3
Average 0
Poor 1
Grand Total 20
5. Team Development
b. How professionally do the members a. How professionally do the members
of your team behave? of your team behave?
Row Labels Count of Q5A Row Labels Count of Q5B
Extremely professionally 2 Extremely honest 2
Quite professionally 11 Very honest 12
Moderately professionally 5 Moderately honest 3
Slightly professionally 1 Slightly honest 1
Not all professionally 1 Not honest at all 2
Grand Total 20 Grand Total 20
An HR Management Report on Starbucks 35