Human Resources Planning Research Project
By:
Rajmeet Aulakh,
Christina Barber,
Jaspreet Bhathha
&
TABLE OF CONTENTS
INTRODUCTION
The location, history and
objectives
FUTURE ASPECTS
The advantages for success
HR SURPLUS AND
SHORTAGE
How to balance both
01
02
ENVIRONMENTAL
SCAN
PESTLE and its implications
03
FORECASTING AND
04
APPLICATION
Dealing with HR supply and
demand
05
06
SOLUTIONS
Recommendations
INTRODUCTION
● Starbucks has over 1400 retail
storefronts in Canada and over
23,000 employees
● Toronto Eaton Centre used to be the
home of a kiosk storefront but was
replaced with 2 storefronts in 2024
due to the high volume sales and
foot traffic
● “With every cup, with every
conversation, with every community
- we nurture the limitless
possibilities of human connections.”
Current Goals & Objectives
1
Training &
Development
2
Strengthening
Communities
Future Goals & Objectives
4
Inclusion
5
Sustainability
3
Creating Opportunities
for Everyone
Environmental Scan
P
E
- Political stability
- Economic growth
and downturns
(trends and
economic
conditions)
- The ongoing
global economic
recession
- Tax policies
- Labour
regulations and
minimum wage
policies
- Inflation rates,
exchange rates,
interest rates,
patterns
consumers have
on spending
- demand and
supply
S
- Changes in
customers’
preferences
-
T
E
- Digital technology - Employment laws - Environmentally
for marketing
at Starbucks
friendly and
ethically sourced
- Mobile app for
- Health and safety
products (i.e.
Starbucks
regulations
straws).
Lifestyle trends
(Dietary
Restrictions,
- Loyalty rewards
Vegan individuals)
- Online delivery
- Health and
services
wellness
- Cultural diversity
(Chai Tea Latte)
L
- Intellectual
property
protection and
tradeback
registration
- Availability of
water sources
important for
coffee cultivation
Potential Future Aspects
Starbucks can leverage
its tourist friendly
offerings, local appeal,
embracing
sustainability, and
potential for
unionization strategies
to ensure future
success.
Forecasting and Analysis Techniques
Qualitative
• Delphi Technique
• Scenario Planning
Quantitative
• Trend Analysis
• Regression Analysis
• Time Series Models
Predicting HR Supply
• Starbucks can forecast the
need for human capital
along with the type of jobs
and number of positions
that need to be filled in
order to meet the goals of
the storefronts by
combining these methods
Application of Techniques
SCENARIO PLANNING
- This would involve a group of employees at the Starbucks location getting
together to come up with a potential future state that the organization will
face. Different scenarios can be determined and some examples are listed
below:
- Customers want better seating options at the location. The location is
situated in the heart of Toronto, where thousands of individuals pass by
daily. Compared to other café competition, such as Tim Horton’s, most
Starbucks stores arrange for more comfortable seating. Redesigning the
store may involve the assistance of managers and experts (ie, the Delphi
technique) to come together to come up with a better store layout design.
For employees, there may be a reason to increase staffing because more
room would be focused on seating arrangements. Furthermore, there may
be a need for more employees because the store will become more popular.
- Or, the strategy calls to not have customers sit. Perhaps a unique item at
this location will incentivise people to come by regardless. This can be
created using employee, customer feedback and management surveys.
Having a unique item may increase customer demand and lead to needing
more employees.
S
W
- Located downtown with - No comfortable dining
potential for lots of
options at this location
customer
- Customers may feel
- Brand loyalty with
rushed rather than
customers, recognizable appreciated at this
and easy to get to.
location
- Two locations to
increase visibility and
services
O
T
- Tourists, a high number - Other restaurants and
of customers and social
cafes are nearby
events make the mall
packed during peak
- Not respecting the
season.
vision for comforting
customers
- Unique rewards
program and
- Inflation and high
- Very busy, so lines may merchandise for the
prices may make
be longer than expected. store location
customers go
elsewhere.
- A diverse workforce
S
W
O
T
ECLIPSE
ECLIPSE
ECLIPSE
ECLIPSE
Rare event causes
unpredictable magic.
Rare event causes
unpredictable magic.
Rare event causes
unpredictable magic.
Rare event causes
unpredictable magic.
QUEST
QUEST
QUEST
QUEST
Adventurers seek immortal
artifact.
Adventurers seek immortal
artifact.
Adventurers seek immortal
artifact.
Adventurers seek immortal
artifact.
HR
Surplus/Shortage
● Summer
● Back-to-School Season
● Holiday Season
● Post-Holiday Period
● Turnover Rate
Recommendations
We Propose Three Solutions…
Arrange for Better
Customer
Experiences
-Both locations lack nice
seating arrangements.
-Provide something unique at
the locations such as Canadian
themed merchandise.
-Make the customer feel they
are contributing to the
community by collaborating
with other Canadian brands
and local coffee places.
-Free samples.
Hire and Attract
Top Talent
Retain and
Develop
Employees
-To deal with the potential HR -In the cases of HR surplus,
Shortage mentioned earlier,
rather than lay off employees,
more employees are needed for offer them flexible benefits to
busier months.
work less hours and other
-Hire diverse staff who can
benefits to stay.
speak a few languages due to
-Develop employees who
potential tourism.
perform well and want to be a
-Starbucks as a whole has a 65% manager as this location is still
turnover rate, thus the human new.
capital flow will need to be
-The store locations have high
planned accordingly.
foot traffic and require
competent staff.
That will depend on the timeframe and
context.
But…What Solution is Best?
● Starbucks already has brand
recognition, so experimenting with a
better customer experience is
possible.
● CNE or predicted events such as Fifa
2026, finding the right people (HR
shortage) will be best.
● Developing and retaining employees
during less busy periods will be best.
● Can be visioned like a funnel. Start
with improving the store for
customers, then balance between
recruiting and retaining depending on
the season.
THANK YOU! References are
Below!
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https://www.ejournal.aibpmjournals.com/index.php/JCDA/article/view/519
Bullanoff, J. (2024, April 13). Pape and Danforth Starbucks becomes the first Toronto location to unionize. The Toronto
Observer. Retrieved June 5, 2024, from https://torontoobserver.ca/2024/04/13/pape-and-danforth-starbucksbecomes-the-first-toronto-location-to-unionize/
Cadillac Fairview. (2024, May 10). Starbucks new locations at CF Toronto Eaton Centre. Retrieved June 5, 2024, from
https://cadillacfairview.com/retail/news/cf-toronto-eaton-starbucks-multiple-locations/
CF Eaton Center. (2020). CF - Toronto Eaton Centre: Toronto, ON M5B 2H1. Tourism Toronto.
https://www.destinationtoronto.com/listing/cf-toronto-eaton-centre/29306/
Choi, I. (2018). Does Labor Union Utility Increase Workers’ Organizational Commitment and Job
Satisfaction? The Moderating Role of Labor Union Membership. Socius, 4.
https://doi.org/10.1177/2378023118813438
First Starbucks location in Toronto vote to join the Steelworkers Union. USW Canada. (2024).
https://usw.ca/first-starbuckstor-joinusw/
Kitteringham, M. (2024). We Wai Kai celebrate opening of Island’s first indigenous-owned Starbucks.
Nanaimo News Bulletin. https://www.nanaimo
bulletin.com/news/we-wai-kai-celebrate-opening-of-islands-first-indigenous-owned-starbucks-7300834
Credit | Image: Unsplash
Belcourt, M., & Podolsky, M. (2019). Strategic Human Resources Planning (7th ed.). Nelson.
THANK YOU! References are
Below!
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blogTO. https://www.blogto.com/eat_drink/2024/01/starbucks-eaton-centre-closing/
(https://www.blogto.com/eat_drink/2024/01/starbucks-eaton-centre-closing/)
Koebert, J. (2024, May 30). Is fast food affordable anymore? here’s how menu prices have changed over
Starbucks Drives Further Innovation in Sustainability, Becomes First National Coffee Retailer to Accept Reusable Cups
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https://businessmodelanalyst.com/starbucks-pestle-analysis/
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Www.blogto.com. Retrieved June 5, 2024, from https://www.blogto.com/eat_drink/2024/01/toronto-indigoreplaces-starbucks-local-coffee-chain/
Team, T. (2024, January 30). How These Two Companies Solved High Employee Turnover. Tapcheck.
https://tapcheck.com/blog/business/how-these-two-companies-solved-high-employee-turnover/
Credit | Image: Unsplash
the years [2024]. FinanceBuzz. https://financebuzz.com/fast-food-prices-vs-inflation (https://financebuzz.com/fastfood-prices-vs-inflation)