Implementing Policy Change at Starbucks - Assignment Example

Table of contents 1.0 Introduction……………………………………………………………….3 1.1 The implementation model………………………………………………..3 2.0 Communication channel……………………………………………..……7 3.0 Reaction from employees…………………………………………………11 4.0 Time line for implementation…………………………………………….12 References…………………………………………………………………...13 STARBUCKS ENVIRONMENTAL CONSERVATION POLICY 1.0 Introduction In the 21st century the global population is more concerned about the environment more than it was the case in the 20th century. Consumers are favoring buying from companies that are more sensitive of their impact to the environment and not just profit making. It is for this reason that the Starbucks as a major player in the economy of the world deems it prudent to come up with a comprehensive environment policy to guide the company on what should be the role of the company in ensuring a sustainable earth free from pollution and extreme climate. 1.1 The implementation model – kotter The implementation of change is a very important part of instituting change in an organization. Change is a continuous process and is the only way that a company can survive in a competitive environment (Rothwell, Stavros & Sullivan 2009). However, well intended change program might fail to take off or yield the desired results if the implementation is not given much concern. Kotter proposed an eight stage implementation model that companies can use to implement change in their organizations effectively Rothwell et al (2009). Step one: Creating the urgency for change The management will gather all the necessary information to convince all the major decision makers of the many reasons that the company ought to have a comprehensive environmental conservation program that will guide the company. The key issues why the company need s to have this policy in place is partly because this needs to be part of the corporate social responsibility to the society from which it operates and gets its clients. Starbuck is a big company and can easily be the target of environment lobby groups that seek to popularize themselves by putting pressure on big companies to state their intentions towards conserving the environment. ii the future if certain things are not taken care of such as water consumption in the Starbucks stores all over the is not regulated through technology to reduce water consumption, then the company risks loosing so much in sales as a result of boycotts in the areas where people are concerned about the environment (Leonard & McGuire ,2007). Waste disposal is another critical environmental conservation issue. The idea is not only to dispose off the waste generated from coffee brewing in the stores but also to find a way of ensuring that the waste is used sustainably in the communities in such ways as compost for our customers’ gardens. It is very important that we have 10% recyclable materials used in our cups as a way of showing that we are for the idea of a sustainable earth and be a leading example to other companies in terms of environmental awareness. In a nut shell this policy is a competitive edge that will endear us to our loyal customers and attract others to our coffee shops. The awards we will get as recognition of our efforts in environmental conservation will go a long way in setting us ahead of others in the industry it is for these reasons that change is inevitable in regards to our approach in environmental issues. Step2: Forming a powerful team The second step once you have build a case for change is identifying people in the organization that will be in charge of leading the change process. Country mangers in all the countries in which Starbucks is present are tasked with ensuring that the branches within their areas conform to the environment policy as stipulated by the general environmental policy of the company. The mangers will report to the main office on the progress they are making in their areas as regard the disposal and recycling of waste in their areas and also the environment campaigns they are engaging in. the team should be dedicated and determined to achieve the objective the company has towards the environment policy. Step 3: Creating a vision for change Once a team has been formulated then the next step is envisioning the organization in the future once the changes have been implemented. This will be achieved once you have the values the company clearly intertwined with the objectives that the company hopes to achieve by implementing the program. Starbucks is determined be the leading example of sustainable environmental conservation in the coffee industry. This will only be possible if all the employees understand the vision and the core values of the company that are in line with environmental conservation. Step 4: Communicating the change The intended change should only be communicated by constantly being mentioned at every opportunity there is. It should be the guiding factor in day to day running of the company. The change should not only be communicated verbally through the formal ways but also non-verbally by how the management will be carrying around activities in the company and the daily decisions made. Starbucks management will constantly remind its employees to adhere to the new programs that will be established in line with the environmental policy of the company. The annual budget of the company will have to dedicate an agreed percentage for institution of technology geared towards implementation of environmental friendly operations of the Starbucks stores. In essence the leader should lead by example. The branch managers will be tasked with communicating the vision of the company as far as environment conserva6tion is concerned (Doukakis & Proctor, 2003). Step 5: Remove obstacles The next step after the change intention has been made will be to identify any structural or human obstacles that will inhibit or are actually inhibiting the change process. One of the major reasons why change does not occur is having the wrong persons driving the change. If at all an individual is not sticking to his obligation as outlined in the policy concerning the environmental issues then he or she has to be transferred or fired all together as it is has been agreed upon by the top management of Starbucks that environmental policy is a strategic agenda that ought to be taken with all due seriousness. On that note the individuals who will give outstanding contributions towards the course of environmental conservation in the company shall be recognized and rewarded accordingly. Step 6: Short term goals To achieve a big goal is a journey but nit a destination. Smaller targets along the way indicate whether the movement is towards the right direction and if not what should be done top put the company back on track. In terms of the environmental policy at Starbucks the change shall be effected step by step from the easiest of tasks to the most complex ones. In light of this understanding the first idea should be to avail left over coffee grounds to any of our customers who want to use them as compost in their garden. This should be made even better by providing some bags they could carry them in. the next idea should be to give a discount for every customer who brings with him/her reusable Starbucks cup for coffee. As the company realizes the gains made in these changes, bigger changes shall be on the way for the recycling of packaging materials and minimization of excess materials used in napkins and cups. Also water consumption is set to reduce once dipper wells systems for rinsing utensils are replaced with push button metered faucets. Those who meet the targets envisioned in the environment policy should and will be rewarded accordingly to encourage the rest. Step 7: Change continuity Change is supposed to be a continuous process that should not be done away with at the first sign of improvement. Kotter argues that the reason why well intended change programs fail is when victory is declared so early so that people relax with the conviction that all that was targeted has been achieved Rothwell et al (2009). At Starbucks the idea shall be a continuous improvement process where the policy will encourage adoption of technology in eco-friendly practices as part of its main agendas. This will be reflected at every strategizing and stock taking meetings held by the company. Step 8: Change as part of corporate culture Change should not be an event but rather a part of the vision and mission of the company as it goes into the future. If at all environment conservation policy is going to take root at Starbucks then it has to be part of the corporate culture of Starbucks as an organization. This should be reflected in the company’s core values statements and also communicated to the existing and new employees so that they can know this is the stand of the company and its values as an institution determined to be a leader in environmental conservation. Exceptional individuals in the company in regards to environmental conservancy should be rewarded to show the commitment of the company. 2.0 Communication channels Policies in a company can be communicated effectively through formal and informal ways depending on the type of message, the recipient and the intended impact of the the message. Important messages such as policies ate communicated through formal channels of communication. Meetings Meetings are perfect opportunities to give sneak preview of what the company is intending to do over the next couple of months or years. In the case of Starbucks all the country directors and key players will be invited to a meeting that will have as an agenda the issue of including environmental conservation and eco-friendly practices as a part of their policy frame work. The meetings can be held through teleconferencing. The advantage of a meeting is that the urgency and the importance of the issues shall be communicated and anything that is not well understood will be clarified (Mounter, 2008). Furthermore the initiator of change will be able to convince the mangers why they should take the environment policy seriously. Newsletter This is a good method of communicating the intended change not only to the employees but only to the customers of Starbucks in general. This shall be communicated through online newsletter on the Starbucks website to communicate the company’s position on environmental issues and the core values and vision of the company in regards to environmental policy of the company. Memo The intended change will also be communicated effectively through memos sent to all of the Starbucks stores to prepare the employees of what is expected of them once the program has been rolled out. It will be an opportunity to communicate why this is important for the company to ensure environment sensitivity is upheld. Memos are available for everybody in the organization they are very effective in communicating change within organizations as they are a direct message from the decision making body to the general management and they serve as future references incase a dispute might arise (Mounter, 2008). Starbucks coffee company Seattle, Washington, U.S November, 20, 2012 To: All Employees From: Howard Schultz, CEO Subject: Eco-friendly practices As you are all aware of the growing environment concern in the world today, Starbucks cannot be left behind in implementing an environment policy that is going to among other things ensure that our operations as a company are eco-friendly. Environment conservation is not only a matter of corporate social responsibility to |Starbucks but a competitive strategy that will differentiate us from the rest of the players in the industry In light of the above understanding, I call upon every employee in Starbucks to play his/ her respective role as demanded by the policy frame work and the instructions given time to time by the management. Thank you Cc: All departments : All country directors : All branch managers 3.0 Reaction from employees The first reaction from the employees is that they treated the change process with a lot of enthusiasm since they don’t know exactly what in their daily routine is going to change. In essence they would all want to know what is going to be their contribution to the company in terms of staying true to the vision and values of the company dedicated to having sustainable eco-friendly operations at the Starbucks shops. A majority of the employees stated that they would take pride in working in a company that is environment conscious, which not only leads in policy statements but as well as in actual operations to the company. They offered to comply with the management in their quest to change how things are done in the company. They viewed it as unnecessary for anybody to be forced to implement the changes in areas where they are supposed to effect change. This was simply a confirmation that due diligence was followed in the change implementation model proposed by kotter. And is a result of hard work by the team mandated to implement the new changes in inculcating the environment policy into the policy framework of the company which previously did not exist. The managers felt that the communication was effective as the idea has been previously hinted on during meetings and newsletters and it face no opposition. All they hoped for was cooperation from the employees under them and leadership from the top management as that is the only way the importance of the changes can be communicated to all the employees and simplify the work for the managers at the stores level. 4.0 Time line for implementation First six months Fully implementation of the grounds for your garden program. This is the first and the most simple change to be effected concerning waste disposal Discount on every customer who brings a reusable cup Year one Replacing dipper well system of rinsing utensils with push button metered faucets to reduce water consumption to save at least 500 L of water in each Starbucks Year two Introduction of cups in the market with 10% recycled material. This will be a major milestone in the coffee industry. As it is a first in the food and beverage industry Year two By the end of year two Starbucks will be taking stock of the progress made in the implementation of the environment policy. and improving on what needs to be improved upon References Doukakis, I., Proctor,T.,( 2003) Change management: the role of internal communication and employee development, corporate communications: An international journal Leonard, D., McGuire ,M., (2007) The executive guide to understanding and implementing the Baldrige criteria: Improve Revenue and create organizational excellence, ASQ Quality Press Mounter, P., (2008) Effective internal communication, Kogan Page Publishers Rothwell, W.J, Stavros,J.M, Sullivan, R.L. Eds, (2009) Practising organization Development: A Guide for Leading Change, John Wiley & Sons Read More