Part 1: IntroductionThe environment in which many organizations operate in, both internally and externally has continued to evolve and continued to increase pressure on the executives to come up with more adaptive ways that will ensure that they remain relevant in their respective industries. This is important in ensuring that both organizational and human systems which are very complex are aligned in such away that they can help the organization maximize on the investor’s value. Managing organizational change is especially important in making sure that the business has the capacity to adapt to various pressures that may have influence on its performance.
Building organization capacity to deal with diverse changes both internally and externally is the ultimate goal of many organizations as they seek to attain their objectives. Regardless of the position of the organization in the industry some pressures are eminent and which force the managers to seek new ways of doing things so that can be relevant and remain in business. The sources for these pressures include change in environment, identification of deviations from the expected standards, need for new vision into the future and the nature of the organization itself.
The work of the managers is to ensure stability of their organizations. Environmental pressures are related with decline performance as a result of decline in demand and sales caused by decline in the market share. In such situation the role of the management is to work on strategic decisions to turn around the company performance. Environmental pressures for change are categorized into six major types namely: management fashion change, outside mandated pressures, change in geopolitical relationships, declining markets, hypercompetition and pressure to build on company reputation and credibility.
Purpose of this studyThe purpose of this assessment is to take a critical view on StarBucks coffee company and its White Mocha product and then identify those environmental forces that are pressuring the company to embark on orgnisational change and then explain how seven elements of The Cultural Web are relating to the company. The ultimate objective of doing this is to develop a recommendation that can be used by the management to undertake change. Company overviewStarBucks coffee company was first established in 1971 as a single store at place called Seattle’s Pike Place Market in Washington.
By then the company was operating just as a roaster and retailer of whole bean and grounded coffee as well as tea and spices. Today, the business is known to be connecting with millions of customers each day with exceptional products and very wide coverage of 18,000 retail stores operating in 60 countries globally. Starbuck has been named after the very first mate in Herman Melville’s Moby Dick. The company logo has been inspired by the sea-featuring of a twin-tailed siren of a Greek Mythology as shown in appendix one below.
The company brand portfolio includes Starbucks Coffee, Tazo Tea, Evolution Fresh, Seattle’s Best Coffee and La Boulange as well as Torrefazione Italia Coffee. The company has always believed that it is always possible to serve the best coffee and its goal has been to ensure that coffee is grown under the highest quality standards and at the same time source for coffee using best practices. The company’s coffee buyers are known to travel to various coffee farms and plantations in the Latin America and Africa as well as Asia in order to ensure high quality beans are purchased (Starbuck 2012).