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! Alwaleed, N., et al., (2019). A case study on Starbucks. Journal of The Community Development in Asia. 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). 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Strategic Human Resources Planning (7th ed.). Nelson. THANK YOU! References are Below! Knight, P. (2024). High profile starbucks location shutting down and will be replaced by Japanese Cafe. 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 for Every Visit. (2024, January). Starbucks Stories Canada. https://stories.starbucks.ca/enca/stories/2024/starbucks-drives-further-innovation-in-sustainability-becomes-first-national-coffee-retailer-toaccept-reusable-cups-for-every-visit/ Starbucks Stories. (2024). Striving for a Sustainable Future. Retrieved from https://stories.starbucks.com/stories/planet/ Starbucks Zero Tolerance Standards. 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