SNHU Peer Review: Starbucks Executive Summary Discussion

timer Asked: Feb 26th, 2019
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Question Description

Corporate executives usually have little time to read information and as a result need direction where to focus their attention in order to optimize their time. That is why executive summaries are so important. The executive can then go to the relevant section of the report for more detail.

The reader of the summary is usually not interested in the technical details of a project, but is instead interested in costs, marketing, productivity, or efficiency. When preparing the summary, remember that summaries are written literally for executives who most likely do not have the time to read the original document. It is therefore important that the executive summary:

  • Covers the main points in the report
  • Provides a conclusion and/or makes a recommendation

It is essential that the executive summary be accurate, because decisions could be made based on the summary by people who have not read the original document.

One method of providing the executive summary is by presenting an overview of a report. No matter how extensive the research or accurate the conclusions, a weak presentation can undermine an argument. A presentation is a tool to assist in making an argument. When creating presentations, students develop skills in researching an issue, synthesizing the information, organizing data logically, and presenting findings in an effective manner.

Prepare an executive summary presentation of your report. Your executive summary should summarize the final project so it could be presented to the board of your selected company (Starbucks, Inc). Use this Guide to Writing an Effective Executive Summary as a resource to prepare your content and message for your presentation.

For the purposes of this assignment, the presentation should contain at least 10 slides, including references. Consider and apply the following principles of an effective presentation:

  • You may utilize a product such as Microsoft’s PowerPoint, Adobe Captivate, Prezi, or Google Presentation to create your presentations.
  • There are various template designs that you can find on the internet for your presentation. However, first consider your presentation from the perspective of your audience prior to selecting a specific style. Distracting backgrounds, large blocks of text, all uppercase fonts, elaborate font styles, grammatical errors, and misspellings are distracting. Be consistent with the style of text, bullets, and sub-points in order to support a powerful presentation that allows your content to be the focus.
  • Each slide should include your key point(s). Do not place large blocks of text on the visual. Your presentation is not a means of presenting a short paper. In an actual presentation, you would not read from your slides but rather use them as prompts.
  • Any notes or narration you would use in delivering this presentation to a group should be listed in the notes section of the slide.
  • References should be listed at the bottom of the slide in slightly smaller text.
  • Use clip art, AutoShapes, pictures, charts, tables, and diagrams to enhance but not overwhelm your content.
  • Be mindful of the intended audience and seek to assess the presentation’s effectiveness by gauging audience comprehension (when possible).

Below are some links that offer helpful tips and examples for developing your presentations:

Post a link to your presentation and then post a review of at least one other classmate’s presentation and assess his or her examples and argue or defend his or her explanation. This is a peer review, similar to what you have done throughout this course. Please review the Peer Review Guidelines and Rubric for this assignment before beginning your review.

Selected Company: Starbucks, Inc.

I am attaching the Final project that was submitted.

Why Corporate Communication? Corporate communication relates to the daily communication activities of a business in today's busy marketplace. The traditional areas of business advertising, public relations, and marketing are blending with new forms of communication including social media, internet videos, and blogs. As the mass media grows and changes, businesses and other organizations recognize the challenges the new and widely available media can present. Consequently, many have realized the need for people who are trained and understand how to communicate with their stakeholders in this new environment. It must not be forgotten that organizations are networks of people who communicate with each other. In any organization, communications are likely to flow in all directions, such as vertically and horizontally, internally and externally, formally and informally. They link employees internally to each other, to different levels of management, and to the many external stakeholders. All communications influence, to some extent, the perceptions of the people involved as well as those who observe the corporation and its activities. As a result, these communications can have an impact on the corporation’s image, brand, and reputation (van Riel & Fombrun, 2006). Consequently, corporate communications are about managing perceptions about a corporation, its corporate culture, its corporate identity, its corporate philosophy, its corporate citizenship, and its place in the overall marketplace. One consequence of these characteristics of corporate communication is that it is likely to be complex in nature (Cornelissen, 2014). This is particularly the case when a corporation has operations around the world, such as multinational corporations or ones with a wide range of products or services. In such circumstances, the coordination of communication can be a difficult task as it requires coordination between the “home office” and the various divisions or business units involved. However, there are other significant challenges in developing effective corporate communication strategies and programs. Corporate communications demand an integrated approach for managing communication (Cornelissen, 2014). The success of a company is closely related to how it is viewed by key stakeholders, both internal and external. Communication is therefore a critical part of building, maintaining, and protecting such reputations. According to Fernandez (2004), corporate communication should be: • Simple: The singular focus of messages and media on survival and success of a company. • Timely: Ideal timing delivers information at the exact moment needed to support economic transactions and employees. • Open: The right message reaches the targeted external or internal individual through a proper medium without barriers. • Defined: Defined corporate communication determines who communicates what messages through which media to message receivers individually identified both inside and outside and organization. • Flexible: The organization adapts messages, media and audiences, as necessary, to achieve results. • Individual: In all effective communication, choice and action rest with the individual. Corporate communication does not persuade groups. Rather, it persuades individuals, who accept a definition of self and of group norms. • Meaningful: The intent and purpose of the communication is clear and, as far as possible, without multiple meanings and subtexts. • Measurable: All communication uses resources and competes for attention. Measurement shows what corporate communication works and what does not. (p. 55) Once any communication has been released, it is important to monitor reactions to it in case remedial action is required, for example: • An unexpected interpretation could have been placed upon the content. • An unanticipated cultural error could have occurred. • Events could have altered in some way, requiring an updated version of the communication. • The communication was not received by all the stakeholders who were supposed to receive it. Corporate communication is a dynamic area that is constantly undergoing evolution as it adapts to new communication channels and new challenges. Conclusion The perceptions of a corporation’s stakeholders are critical, and any information about that corporation can affect those perceptions. As a result, management must do all it can to ensure that the reputation of the corporation remains intact and that it is compatible with its brand. Consequently, companies today utilize all forms of communication across all types of media in an attempt to ensure that their message is communicated as quickly and efficiently as possible. Corporate communication is therefore a growing field as corporations grapple with the challenges presented by technology, the rapid and wide dissemination of information from all sources, and the growing importance of social media. References Cornelissen, J. (2014). Corporate communication: A guide to theory and practice. London, UK: Sage. Fernandez, J. (2004). Corporate communications: A brand new world. In J. Fernandez, Corporate communications: A 21st Century Primer (p. 55). New Delhi, India: Sage India Pvt Ltd. van Riel, C., & Fombrun, C. (2006). Essentials of corporate communications. In C. van Riel, & C. Fombrun, Essentials of Corporate Communications (p. 8). Florence, KY: Routledge.
Running head: FINAL PROJECT 1 Module 9 Final Paper: Situational Analysis for Communication Solution Corporate Communications 18TW2 Southern New Hampshire University FINAL PROJECT 2 Background Starbucks, Inc. is a United States coffee company and coffeehouse chain. Founded in 1971 in Washington, Starbucks has operations in over 28 thousand locations around the globe (Starbucks Coffee Company, n.d.). The products that the company sells to its customers include coffee drinks, tea, smoothies, and sandwiches. Starbucks has outlets in every continent. The company’s suppliers are also distributed around the globe. Starbucks has a powerful brand. The brand is known by many people all around the world. The quality of the company’s products, its marketing effort, and advertising are some of the things that have helped create a highly valuable brand (Starbucks Coffee Company, n.d.). Effective public relations and communication have also been crucial in the creation of a strong brand. Starbucks’ public relations (PR) team engages well with all primary stakeholders. The PR team is keen on ensuring that the firm maintains a good public image. Scenario 1 Starbucks is a law-abiding corporation. The firm obeys all international and national laws. The company also has standards that it holds itself up to and requires that all its suppliers adhere to the same standards. An oversee supplier of Starbucks has been revealed to be as one that subjects employees to poor working conditions. The supplier utilizes child labor, subjects employees to more extended working hours with no benefits, and poorly pays its employees. The law and Starbucks' supplier code of conduct prohibit such practices. Type of Internal Communication and Purpose The kind of communication that will be used for internal communication is the persuasive communication strategy. The use of persuasive communication strategy is necessary FINAL PROJECT 3 for getting the internal stakeholders to transform their thinking in favor of the company's perspective. Additionally, there is a need to influence positive social behavior by creating an attitude change. The purpose of using persuasive communication is to convince the employees and investors to work towards the company's goals, unify the team, and encourage the employees to support the company in troubling times. This is an essential step in winning external support. Since the employees are the first point of contact with the external stakeholders especially consumers, they can easily influence the view of the consumers in favor of the company. Internal Target Audience The target audiences are Starbucks’ employees, the corporation’s board of directors, and investors. The employees are an integral part of the success of Starbucks. Employees ought to be targeted in the communication as they run the company’s operations and should be persuaded that the firm in no way supports the conduct of the rogue supplier. The board of directors governs the company and report to Starbucks’ investors. They need to be persuaded that the management was unaware of the supplier’s conduct. Investors care about their investment in the company, and bad publicity might risk their investment. They need to be persuaded that Starbucks will handle the problem competently. Internal Communication From: Starbucks Coffee Company To: Employees, Board of Directors, and Investors Starbucks Coffee Company is devoted to ensuring that all its stakeholders are comfortable in their positions for improved performance. To this end, Starbucks holds its ethical compliance to a high level of standards. Our dedicated employees, the honorable board of FINAL PROJECT 4 directors, and esteemed investors are highly appreciated for your continued support for this core value of the company. One of our international suppliers has been engaging in poor operating tactics including child labor exploitation, overworking workers, and low benefits. Starbucks does not support this form of employee discrimination, and as such we have terminated the services of the supplier until they comply with the labor laws. We regret the above scenario and are working to ensure there is no repeat in the future. We are committed to providing that all employees are well compensated, enjoy all the benefits, are not overworked, and that all their efforts are duly recognized and rewarded. We are optimistic that the supplier will soon comply with the labor laws. Until the supplier complies with the labor laws, they will not be reinstated as a supplier to the company. Meanwhile, we have made alternative plans to receive our usual high-quality inventory from a worthy supplier. Your continued support of the company is highly encouraging and supported. Sincerely, Starbucks Company. Type of External Communication and Purpose The kind of communication that will be used for external communication will be both persuasive and educational communication strategies. The use of persuasive communication is essential for ensuring that the external stakeholders still value the service that we offer and show them that we do not engage in employee exploitation strategies. The use of educational strategy is necessary to educate the external stakeholders on the internal control processes that we have in place to maintain a high ethical standard. The purpose of persuasive and educational communication is to convince the customers and other external stakeholders that we are a highly FINAL PROJECT 5 ethical company that has a high standard of ethical values. This is important for maintaining our reputation and consequently customers. Target Audience The target audience is the customers, regulators, and the general public. The customers are the purpose of the existence of Starbucks. The service and products that we offer are targeted to the customers, and they bring revenue to the organization (Riel & Fombrun, 2007). The regulators allow for the smooth operation of the company by licensing and setting industry standards for operation. The general public has interests in the company from being potential investors to being franchises. There is a need to ensure that the external stakeholders are convinced that Starbucks is a morally upright company that remains committed to a high level of service delivery. External Communication From: Starbucks Coffee Company To: Our Customers, Regulators, and the General Public Starbucks is committed to adhering to all international and national rules and regulations in its operations. From the foundation of the company, Starbucks has maintained a high level of ethical conduct especially in handling its dedicated employees. Our employees are a big part of the Starbucks family, and we make sure that they are duly compensated, are not overworked, and that they receive all their benefits. The firm has a suppliers’ code of conduct that dictates how our suppliers ought to conduct themselves. The code of conduct prohibits the maltreatment of employees. To this extent, it is unfortunate that one of our suppliers has been found to be acting against the labor law and subjecting the organization’s employees to poor working conditions. FINAL PROJECT 6 We strongly condemn the concerned suppliers’ behavior. Starbucks had audited the practices of the supplier before engaging their services and found that they were operating lawfully. It came as a surprise to discover that the supplier had opted to act against the labor law and Starbucks’ suppliers’ code of conduct. Starbucks Coffee Company has since terminated its contract with the international supplier until they comply with all the necessary labor laws as stipulated in all our supplier contracts. Starbucks offers its active cooperation into any investigations into the matter. We hope for a speedy resolution in the case. We assure everyone that our services will remain uninterrupted and look forward to your continued engagement. Sincerely, Starbucks Coffee Company. Scenario 2 Starbucks is committed to improving working conditions to provide excellent working conditions for our employees. To better working conditions in the firm, Starbucks recently approved a policy that is aimed at tackling gender discrimination in the workplace. The policy demands that all genders should have equal opportunities for employment and promotion in the firm. The policy also requires all genders to get equal pay is they do equal work. Type of Internal Communication and Purpose The types of communication that will be appropriate in communicating about the new policy to internal stakeholders are informational, educational, and persuasive types. Relevant internal stakeholders need to be informed about the new policy regarding gender discrimination FINAL PROJECT 7 in the workplace. They also need to be educated concerning gender discrimination in the workplace and what the policy requires that they do to curb such discrimination. Persuasive type of communication will be required to persuade internal stakeholders that gender discrimination is a serious problem and they need to cooperate with the management in fighting the same. Internal Target Audience The internal target audiences for the communication regarding the policy are Starbucks’ employees and the company’s board. Employees within the firm need to be informed about the new policy, educated about what the policy states and persuaded about the importance of the new policy. Employees are the ones who will implement the policy and will be directly affected by the same. Starbucks’ board also needs to be informed about the new policy to be aware of the steps that the management has been taking to deal with challenges affecting the workplace. Internal Communication Memo From: Starbucks Coffee Company To: Employees and the Board of Directors Starbucks Coffee Company is committed to fighting discrimination of any kind. The company has been concerned about the issue of gender discrimination in the workplace. Women are the ones who are currently majorly affected by discrimination in the workplace. The law and the United Nation’s (UN) The Universal Declaration of Human Rights (UDHR) prohibit such discrimination. Although Starbucks’ human resources code of conduct prohibits gender discrimination, biases by individual employees cause such to happen. To curb gender discrimination, the firm approved a new policy. The policy clearly describes what gender FINAL PROJECT 8 discrimination is, the need for curbing such discrimination, the strategies that Starbucks will use to fight gender discrimination, and the sanctions for engaging in the same. The management requests employees to honestly take part in the fight against gender discrimination by avoiding the same and advocating for equal opportunity for all. All employees will receive a copy of the new policy for their reference. We hope that you will cooperate with the management to help make Starbucks’ the best workplace for all people. Sincerely, Starbucks Company. Type of External Communication and Purpose The types of communication that will be appropriate in communicating about the new policy to external stakeholders are informational and persuasive. The organization will aim through external communication to inform its stakeholders that it is committed to fighting gender discrimination and the new policy will help win the war. The external communication will also be aimed at persuading the population that gender discrimination is wrong and that they should be committed to fighting for equality. External Target Audience The external target audiences for the communication regarding the new policy are Starbucks' customers and the general public. Customers need to be informed about Starbucks’ efforts towards making the workplace a better place for all and be persuaded to help in the fight for proper equality. The general public also needs to be informed that Starbucks is an equal FINAL PROJECT 9 opportunity employer and convinced to oppose gender discrimination in and out of the workplace. Internal Communication Memo From: Starbucks Coffee Company To: Customers and the General Public Starbucks Coffee Company is committed to fighting discrimination of any kind. It is in line with the commitment that we approved an anti-gender discrimination policy. The new policy is aimed at completely rooting out gender bias in the workplace and transforming Starbucks’ to a purely equal opportunity employer. We are happy to inform our customers that and the general public that we are leading the war against gender discrimination in the workplace and that they should join us in fighting gender bias wherever it may persist. All people wishing to work for Starbucks should rest assured that all that matters in our hiring process is one’s qualification and not their gender. All are welcome to apply for any advertised position. The war against gender discrimination is a very serious one, and Starbucks' management implores our customers and the general public to take part in contributing to positive social change. We look forward to a world free from gender or any other kind of discrimination, and we look forward to working together to achieve the crucial goal. Sincerely, Starbucks Company. FINAL PROJECT 10 International Differences Internal Different cultures usually have different beliefs, values, and attitudes. The beliefs, values, and attitudes filter into the workplaces in the various cultures (Aggarwal & Zhan, 2017). An international organization like Starbucks ought to be aware of cultural differences between countries and tailor communication to appeal to employees operating in differing cultures. Recently, Starbucks approved a new Anti-Gender Discrimination policy, and as a staff member in the firm's HR department, I have been tasked with communicating to employees in the United States and Saudi Arabia about the new policy. Both cultures differ significantly. Much progress has been made towards gender equality in the US, and a harsher tone would be more appropriate to root out remnants of gender bias in the country. In Saudi Arabia, however, a lot needs to be done to achieve meaningful gender equality. When communicating about the new policy to employees working for Starbucks' in Saudi Arabia, it is important to take into account the country's culture and pass the same message generously and sympathetically. Using a harsh tone in the country would result in a communication breakdown. External When advertising in different cultures, it is critical to be aware of cultural differences to be more effective and avoid offense (Aggarwal & Zhan, 2017). Starbucks at times runs one advert in different countries. One example of an ad that Starbucks used in many different cultures is titled “Meet Me at Starbucks” (Starbucks Coffee, 2014). The ad was filmed in 28 countries and is available on YouTube for anyone to view (Starbucks Coffee, 2014). The ad was a success as it appealed to many people from diverse cultures. The different elements of the ad FINAL PROJECT 11 are the colors used, messages, and people in the ad. The color green, which is associated with the Starbucks brand, is used at times, and it serves as a background for messages. The messages communicated in the video are universally appealing. For example, a message conveyed is that if one were to walk into a Starbucks store, they would find new love, enduring love, and respect. Love and respect are universally valued. There are people from different cultures, genders, and age in the ad. The various elements make the video appeal to diverse cultures. Target Market and Brand Value One Starbucks’ ad that was used in the home market was titled “Make a Difference. Take The Pledge” (Starbucks, 2010). The ad was filmed in New York, and it involved people arranging different varieties of coffee drinks that they had bought from Starbucks. The ad was aimed at influencing people to plant trees and save forests and also advertise Starbucks. The firm targets children and adults. In the ad, the management’s strategy of targeting both children and adult is seen in action as both children and adult are filmed arranging different varieties of coffee drinks in a city square. Starbucks does not discriminate against customers and welcomes all to enjoy its beverages and other products. Regarding brand value, the management's goal is to grow the value of Starbucks through means like marketing and advertising, the sale of superior quality products, and the provision of excellent services. The advertisement showcases Starbucks’ beverages through their display in the square. The company’s logo is also displayed in the ad. The display of beverages and logo helped promote the brand. Starbucks aims to improve the world through corporate social responsibility (CSR). The ad requests viewers to work with the firm towards saving forests. FINAL PROJECT 12 Engagement in CSR also helped promote Starbucks as a socially responsible brand and improve its value in the process. FINAL PROJECT 13 References Aggarwal, R., & Zhan, F. (2017). Teaching Management of Cultural Differences. Riel, B. M. C., Fombrun, J. C. (2007). Essentials of Corporate Communication: Implementing Practices for Effective Reputation Management. Routledge. ISBN-0415328268 Starbucks Coffee Company. About Us. Retrieved from Starbucks Coffee. (2014). Meet Me at Starbucks. Retrieved from Starbucks. (2010). Starbucks: Make a Difference. Take The Pledge. Retrieved from

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Tutor went the extra mile to help me with this essay. Citations were a bit shaky but I appreciated how well he handled APA styles and how ok he was to change them even though I didnt specify. Got a B+ which is believable and acceptable.

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