Tourism And Hospitality Management For Starbucks

Starbucks and Global Markets

Discuss about the Tourism and Hospitality Management for Starbucks.

The Starbucks ventures into the global markets with the aim of increasing sales (ferrell 2017). Furthermore, the global exchange creates awareness about giant corporations in abroad and United states. Notably, the global exchange identifies the advantages of both local and international markets. The Starbucks organization has improved tourism due to the fact that the it is in a position to fight anti-globalization. Therefore, the poor and rich countries have been brought together globalization (mizrahi 2010). The global exchange has criticised the division of poor and rich countries. Therefore, global markets invite communities to participate into international markets as a result, create a reasonable global scale. Starbucks educates and mobilizes the  grass root groups in different countries in order to sell fair trade products  to buyers.Furthermore,global markets promote the third world artisan as well as trade commodity products.Consequently,the organization  created a coffee promotional campaign in order to educate the citizens, create demand .and generate media awareness to the public.Additionally,it invites university students to undertake research on living conditions of global sellers.As a result,it educated campus students on food service suppliers and develop food service contracts for fair trade coffee. The global markets enhance consumer awareness and link customers to the organizations core products. The main aim of the company is to make their customers love their products and increase their sales revenue. Therefore, through global markets Starbucks establish local and international markets through a homogenoius culture. The Starbucks has a social responsible of creating national presence of retail locations and gather for demonstrations and rallies. (mizrahi 2010)

Consequently, the Starbucks company enhances trade fair of coffee products in both local and international markets. Additionally, the trade fair enhances increased production of goods and services. The company purchased products directly from the small farmers. As a result, formed cooperatives that united the farmers. Additionally, Starbuck increased the products prices therefore, the farmers received premiums above the market prices. Additionally, it offered small farmers with financing options to assists them cover their production costs. The organization established long term relationships with both small farmers and cooperatives (marone 2013). The cooperatives help farmers market their products into both local and international markets. Furthermore, it helps them gather their products to export their products to consumers. The organization enables farmers to gain licencing agreement to sell their products. The case study is essential because it enhances marketing of products especially for the small farmers. In addition, it covers the monitoring and certification costs for exporting their products (mayson 2016-2017). The organization created the TransFair USA that promotes the coffee trade fair. Additionally, it promotes the coffee companies in the world. Starbucks case study highlights the importance of supply chain in different countries. The organization enhances relationships that protect retailers and coffee roaster. As a result, created partnerships to enhance win- win situations in the markets. The organization focuses on gathering importers to purchase fair trade coffee. Therefore, the company identified new coffee sources. As   a result, the organization enhanced sales force towards the small farmers. The TransFair carried out a promotional campaign to market the farmers’ products. (noe 2014)

Fair Trade and Small Farmers

Leadership is important, for that reason, Starbucks case study highlights the participation of leaders in the market. The leaders are well experienced in their profession. Furthermore, they emerge collaborations for small farmers. Consequently, they create partnership in the international markets in order to protect farmers from exploitation.  The leaders give direction towards prices and products. The leadership is essential since   it enhances fair trade campaigns for their products. Leadership directs market departments where to pitch trade fairs and exhibitions. Therefore, it enhances increased revenues and profits within the organization. The case study highlights the importance of leadership in tourism because people can interact from all over the world (robert j. anderson 2015). Leaders promote the certification process as well as the exports programs for small farmers. As a result, the certification and licensing developed credibility and loyalty of farmers in the organization. Leadership protects the fair prices and spread the value chain of products. Therefore, the leaders direct the cooperatives to provide fair prices for farmers and roasters. The leaders contract other international companies with the aim of protecting farmers from exploitation. The company generates media attention for their products and prices especially for consumers. The main aim of executives is to provide quality beans from the cooperatives. Therefore, leadership enhances quality products and standards for their customers. Therefore, farmers sell more of their coffee to consumers through direct relationships. The farmers enjoy negotiated fair prices for their products and long term contracts with suppliers. Leadership promotes the performance of small scale farmers and roasters. Therefore, the Starbucks executives promote their label and brand. (robert l.mathis 2015)

The Starbucks case study highlights the hospitality in the tourism industry. For that reason, the company enhances quality standards for consumption. Quality standards of goods and services attracts more consumers as well as increased sales. The executives of the company ensure that farmers and roasters provide high quality products for importers. As a result, there is long term relationships with the importers. Hospitality is essential since it increase the production levels of the company, in addition, it enhances the performance of the company. There are negotiations for prices in both local and international markets therefore enhance hospitality of small scale farmers. The cooperatives bring farmers together with the aim of selling their products. Additionally, they amass products for exports and promote the farmers’ products. Hospitality attracts more consumers and importers to buy products from cooperatives. The small farmers acquire information and knowledge from seminars and workshops organised by the Starbucks executives. Furthermore, there are negotiated prices for farmers in order to increase revenues. As a result, hospitality increases the credibility level between the consumers and farmers. The executives increase awareness for the farmers with the aim of improving their products standards. Hence, the importers purchase their products due to the quality standards and reliability. Hospitality is crucial in tourism because it invites more consumers to enjoy the goods and services. Additionally, there is continuous consumption of goods due to the good hospitality. Quality standards of goods and services promotes the hospitality within the tourism sector. (robert l.mathis 2015)

Leadership in the Markets

In conclusion, there are factors that enhance tourism and management operations such as customer service, marketing, hospitality, and leadership. Therefore, they attract more customers to attraction sites. The Starbucks case study highlights the importance of hospitality towards small farmers and importers. Therefore, they enjoy fair trades in the international markets. The executives in the company enhance product awareness to the public therefore, increase the production levels (william stallings 2012). Notably, leaders negotiate prices on behalf of farmers to avoid market exploitation. They develop contracts that build long term relationships with their buyers. Globalisation helps in providing quality products to customers while trying to achieve global standards. Audit bodies like ISO provide a framework for businesses to achieve global standards therefore the farmers are able to easily adhere to this requirement and sell high quality coffee. This in turn increases their revenues from coffee sales and their standards of living also changes positively. Leadership also plays a role in helping penetrate the international market. This is done through negotiations in the global markets to allow the farmers access the global market easily with their products fetching favourable prices. These negotiations also ensure that the small farmer coffee is protected from high competition from coffees produced by large scale farmers. The coffee should be marketed heavily. The marketing is supposed to create awareness about the product to customers. Additionally, the marketing should focus in creating a culture of loyalty among the customers to ensure that they chose their coffee ahead of other competing coffees. (zinn 2012)

This proverb addresses the leaders or those in high positions in the society. The proverb means that the leaders should put themselves in the line for the benefit of subordinates, it implies that the leader should sacrifice their resources and time. The subordinates look up to the leader for direction on what to do so as to be in a better position. The leader should thus respond this need of the subordinates and be able to help the whole heartedly without discrimination.it is the role of a leader to show empathy to subordinates by being there for them without hesitation to enable them achieve the set goal. (heritage 2016)

This proverb is used to advice leaders or those in high positions in the society. The leaders are asked to do their best for the benefit of the people they lead.in other words it implies that they should come up with goals to be achieved for the benefit of the subordinates even if they are not benefiting from the achievement of the goals. They should always be focussed on coming up with the best way forward. The virtue of self-sacrifice is insisted by the proverb to remind the leader that they should focus on making their subordinates better. (heritage 2016)

The proverb is highly feasible and can be used in the society to shape leadership. The leaders can use the proverb to enable them lead the people in a better way and put their subordinates in a better position. The proverb in application would lead to a society where the leaders use their resources to help the needy subordinates and allow them to come up with goals that the leaders assist in their achievement. (heritage 2016)

References

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