Background Of Starbucks Coffee
Starbucks® in Malaysia is operated by Berjaya Starbucks Coffee Company Sdn Bhd., a joint-venture between Starbucks Coffee Company and Berjaya Group Berhad. From our first store opening in Kuala Lumpur on 17 December 1998, we have expanded to Sabah and Sarawak and surpassed the 140 stores milestone in January 2012. Now into our 14th year operation, Starbucks has grown not only to become the favorite coffee place for Malaysians but also a productive member of communities across the country.Here at Starbucks®, they groom talented partners (employees) with their outstanding training and development programs. Most of the store partners are food service professionals and college students, and what they all have in common is their passion for great coffee and quality customer service, which ultimately helps them bond as a family and build satisfying careers at Starbucks. The commitment of their partners is a major reason why they are recognized as the leading specialty coffee company and the industry benchmark in Malaysia.In its efforts to adapt as the world rapidly evolves, Starbucks Malaysia introduced the new drive-thru concept stores with consistency in mind. This new platform gives customers the option to enjoy their favorite coffee on the go, or at the store should they prefer to stretch their legs and relax. In Malaysia, Starbucks drive-thru concept stores are located in Johor Bahru, Shah Alam, Cyberjaya, Petronas Kajang along the highway as well as Penang, the northern region of peninsular Malaysia.
Customers love coming back to Starbucks® because they know they will receive friendly, attentive service and quality coffee recommendations. They ensure their barista s are of the most knowledgeable in the coffee industry by providing ongoing learning opportunities through our Coffee Master certification program and the hosting of our Coffee Ambassador Cup. These programs help strengthen the coffee expertise and certified to give talks, seminars and presentations at the stores and other locations upon request. Other initiatives that help promote coffee education include our Coffee of the Week program, Coffee by the Press campaign, beverage customization campaign, coffee seminars and regular launches of new whole bean
coffees and beverages.In Malaysia, they go to great lengths to provide daily inspiration for all our customers one day, one moment, and one cup at a time. They organize exciting events such as Halloween and Holiday parties as well as hold regular new product launches to further strengthen the Starbucks® Experience. Their partners know their regular customers by name, send them birthday greetings, and remember their favorite beverage. For customers who prefer their beverage with a personal touch, and also provide wireless Internet access at all our store nationwide to make visits to Starbucks® a truly relaxing and enjoyable experience.During major festive seasons such as the Chinese New Year and Hari Raya Aidilfitri, they celebrate with their customers by offering beverages that appeal to the local market. They incorporate elements of these festivals in the way by greeting their customers and decorate the stores to lift up the festive spirit.They constantly seek to surprise and delight the customers with innovative handcrafted beverages and menu items. From exclusive moon cakes made with Starbucks® coffee offered every Mid-Autumn Festival since 2003 to original handcrafted beverages such as the Coffee Jelly Frappuccino®, they continue to offer innovative core and promotional products to engage the customers in new and exciting ways.Starbucks® introduces new creations such as However-You-Want-It Frappuccino® and the ground breaking Starbucks VIA™ Ready Brew, with its latest addition of the new Starbucks Card, customers are now able to enjoy their cup of coffee with just a swipe at anytime and anywhere.Berjaya Starbucks Malaysia celebrated its second annual Global Month of Service throughout the month of April last year; a community service programmed encoded by Starbucks worldwide, all of which takes place simultaneously within the same month. 27 community service projects were executed in Malaysia nationwide with an
accumulation of 8,898 hours.
Starbucks main vision for projects as such is to be a catalyst for positive change by bringing together all its partners and customers to help address local issues through community service and at the same time educating and inspiring society to take action in preserving the environment.Starbucks® is also very proud to have collaborated with Persatuan Kebajikan HOPE worldwide Kuala Lumpur for the opening of a free pediatric clinic in May 2005. The clinic, on the island of Penang, aims to provide specialist pediatric care to children from urban poor families who would not be able to afford specialized medical consultation and treatment for these children. Consultations are provided pediatricians and child specialists on a voluntary basis, while our partners volunteer their time in the administration and upkeep of the clinic. Starbucks® organizes the Charity Movie Screening and Charity Gold Championship annually to help sustain the costs of running this clinic.
3 Types of Information System (IS) Of Starbucks Coffee
Transaction Processing System
Starbucks has developed a well-organized Transaction processing system that collects the data and stores it in the multilevel data storage facility of the organization. Starbucks uses IBM TPS system to punch in every order and store information such as of sales, COGS, wastage, etc. It is used at the point of sale (POS) of outlets, that is, the location where goods are sold or where transactions occur.
Supply Chain Management System
Supply chain covers all activities from product development to production, to the information systems required to direct these actions. The supply chain management system at Starbucks helps to improve their reporting system which further enhances their production process.
Decision Support System
DSS is a computer program application that analyses business data and presents it so that user can more easily take their business decisions. Starbucks uses Online Analytical Processing (OLAP) to do the large-scale data analysis and statistical analysis that act as reference for decision making. A singular DSS system called Oracle is used at the parent company.Oracle generates monthly reports on which important decisions are based.
Strengthens Of IS in Business
Communication – with help of information technologies the instant messaging, emails, voice and video calls becomes quicker, cheaper and much efficient.
Globalization and cultural gap – by implementing information systems we can bring down the linguistic, geographical and some cultural boundaries. Sharing the information, knowledge, communication and relationships between different countries, languages and cultures becomes much easier.
Availability – information systems has made possible for businesses to be open 24×7 all over the globe. This means that a business can be open anytime and anywhere, by making purchases from different countries easier and more convenient. It also means that everyone can have their goods delivered right to your doorstep with having to move a single muscle.
Cost effectiveness and productivity – the IS application promotes more efficient operation of the company. It also improves the supply of information to decision-makers by applying such systems can also play an important role in helping companies to put greater emphasis on information technology in order to gain a competitive advantage. IS has a positive impact on the productivity, however there are some frustrations can be faced by systems users which are directly linked to lack of training and poor systems performance because of system spread.
Weakness Of IS in Business
Unemployment and lack of job security – implementing the information systems can save a great deal of time during the completion of tasks and some labor mechanic works. Most paperwork’s can be processed immediately, financial transactions are automatically calculated, etc. As technology improves, tasks that were formerly performed by human employees are now carried out by computer systems. For example, automated telephone answering systems have replaced live receptionists in many organizations or online and personal assistants can be good example also. Industry experts believe that the internet has made job security a big issue as since technology keeps on changing with each day. This means that one has to be in a constant learning mode, if he or she wishes for their job to be secure.
Dominant culture – while information technology may have made the world a global village, it has also contributed to one culture dominating another weaker one. For example it is now argued that US influences how most young teenagers all over the world now act, dress and behave. Languages too have become overshadowed, with English becoming the primary mode of communication for business and everything else.
Security issues – thieves and hackers get access to identities and corporate saboteurs target sensitive company data. Such data can include vendor information, bank records, intellectual property and personal data on company management. The hackers distribute the information over the Internet, sell it to rival companies or use it to damage the company’s image. For example, several retail chains were targeted recently by hackers who stole customer information from their information systems and distributed Social Security numbers and credit card data over the Internet.
Implementation expenses – to integrate the information system it require pretty good amount of cost in a case of software, hardware and people. Software, hardware and some other services should be rented, bought and supported. Employees need to be trained with unfamiliar information technology and software.
In conclusion the strategy of Starbucks is very simple,that adopted by Starbucks include: adopting stores to the lifestyle of the customers,the perception of the product of high quality should be increased and cover areas in the market completely, even if the shops affect each others business. Starbucks is not just about coffee it offers various other things such as ambience, music, mugs, internet,service and etc to its customers. Starbucks is regarded as the peoples shop and there is scope for growth in the market always. Starbucks have achieved their goals successfully to become the top five of fast food industry in the global market. They gain the higher of profit margin and increase the reputation. Expand highly fast its business by opening retail stores around the worldwide.The decision-making level and quality of Starbucks have been improved. Starbucks’ end-users and IS specialists can be easier to take their business decision for the future plan.