Starbucks is structured under a matrix system
which is an “organizational form in which there are multiple lines of
authority and some individuals report to at least two managers.”
Because Starbucks is an international company, we can actually
categorize its structure as worldwide matrix. In July 2011, the company
announced a new structure that includes three-regions, each of which is
headed by a president who answers to Starbucks Global. The regional
division will be as follows:
- China and Asia Pacific = All Asia Pacific markets and China
- Americas = United States, Canada, Mexico, and Latin America
- EMEA = Europe, U.K., Middle East, Russia, and Africa
The president of
each region will be responsible for working with all licensed Starbucks
stores as well as joint ventures within the organization. They will
also be working closely with Starbucks Global Consumer Products and Food
Service Team in order to continue to be successful. Regional managers
will allow the company to meet consumer-specific needs in each region
while maintaining the overall mission of Starbucks – “to inspire and
nurture the human spirit-one person, one cup and one neighborhood at a
time.”
While it successfully operates under a
matrix structure, the company also has a divisional structure as far as
its products are concerned. All products are grouped under the
Starbucks company umbrella, but products are divided into five main
groups:
- Coffee: 30+ blends and single-origin premium Arabica coffees
- Handcrafted Beverages: fresh-brewed coffee, hot and cold beverages, Frappuccino, smoothies, and Tazo teas
- Merchandise: brewing equipment, mugs and accessories, packaged goods, music, and books
- Fresh Food: baked pastries, sandwiches, salads, oatmeal, yogurt parfaits, and fruit cups
- Consumer Products: coffee – whole bean and ground, instant coffee, and ice cream
Interestingly
enough, Starbucks implements a divisional structure for its product
line while using an international matrix system for its corporate
structure. With divisions within divisions, it truly is amazing how
well this company runs and how successful it is.
source: http://itnlstrategicmngt.blogspot.com/2012/04/starbucks-structure.html
source: http://itnlstrategicmngt.blogspot.com/2012/04/starbucks-structure.html
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