How should Starbuck Company enhance employee motivation and morale?

 How should Starbuck Company enhance employee motivation and morale?


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Introduction
	Starbucks Coffee Corporation is one of the leading companies in the coffee industry. The company has been in the business arena for more than four decades since its establishment on March, 28th 1971. As an American coffee company, Starbucks has wide and extensive outlets of coffee chains distributed in Seattle, Washington. Since its invention, the company has developed and expanded its operation geared towards offering customers with quality products and services. It is an international coffee company with more than 19, 700 coffee houses operating in 57 countries worldwide. Majority of its coffee house outlets operate in countries such as North Korea, Great Britain, Canada, United States and Japan, to mention but a few. The success of Starbucks in the coffee industry it attributed to its determination and effective management system geared towards providing quality, safe and affordable products and services to its customers globally. The core values and company’s philosophy is to save customers money through provision of varied, and quality products and services as well as meet customers desires, needs and stylish lifestyle (Starbucks, 2007). 	Following it is immerse and outstanding performance in manufacturing of quality products and services globally, the company has been honoured to participant in many international competitions where it has won numerous awards in different clusters.  In the recent financial year, the company collected $10.5 billion as revenue from its sales volume. This accounted for 25% increase of the total revenue collected in the previous year. Statistics affirm that more than 160, 000 people are employed to work in all the coffee house outlets worldwide; both on permanent and casual terms. This idea plays an imperative role in reducing the high rate of unemployment among the people.
	Like any other business, Starbucks faces numerous challenges ranging from social, political, change in customer behaviour, stiff competition from rivals and unstable market prices. However, one of the challenges that adversely affected the company’s operation is the 2007/2008 financial crunch. During this period, most of the business went to recession and lowered their production. Statistics indicate than more than 37 million were rendered unemployed during the global financial crisis period. This is because most of the business dismissed their employees so that to lower their operation cost. The situation was worse on Starbucks side as it had to close down more than 400 coffee house outlets operating in United States of America (Datamonitor, 2005). The impact of this move was felt in the following year, when the company recorded a 15% decrease in the revenue collection.
	Stiff competition from other rival enterprises such as McDonalds and DunKin Donuts remains an impending challenge towards Starbucks development. McDonald’s and Dunkin Donuts are fast-food manufacturing companies with a considerable market share worldwide. Aware of the cut-throat competition in the business circle, the company uses an effective market strategy to market its products and services and increase sales volume. The strategy also aims at maintaining the company’s image, reputation to the public and identity. 
	Starbucks Company deals with manufacturing of different beverage products. Such products include; ice creams, cold and hot sandwiches, cold and hot drinks, drip brewed coffee, snacks, salads and Panini. In order to enhance its competency, sales volume and market share, the company introduce Instant coffee brand, abbreviated as “VIA ready brew”; which was a new brand. Since its introduction in the market in 2009, the new brand coffee has continued preferred by many customers thus fetching constants returns to the company. In order to diversify its operations, the company started dealing with distribution of non beverage products such as mugs and tumbler. Additionally, in the beginning of 2005, the company embarked on distributing stationery products such as books to learning institutions (Cateora, & Graham, 2007). In 2006, the company produced and distributed its music and film collections through its entertainment department.
Study Question:  How Should Starbucks Company Motivate its employees?
	Low employee motivation and morale is one of the challenges that Starbucks Corporation is facing currently. Studies indicate that employees play a pivotal in the development, expansion and success of any business in the world. Following the recent introduction of globalization, competition between and among businesses has become stiff, and it is only the well adapted firms can thrive. This infers that businesses that implement viable and effective adaptive measures are better positioned to overcome changing trends in the market thus maintaining the