GROUP 5 

Performance
Management
Members
Nguyen Thi Minh Ngoc
Dam Tran Thanh Lam
Nguyen Duc Thang
Nguyen Quoc Van
Performance
Management
TOPICS TO BE COVERED

Organization introduction
Literature Review
Company’s evaluation system
Analysis of Performance Management
Evaluation and critics

Starbucks Corporation | 2020

About Starbucks Corporation
• AMERICAN COFFEE COMPANY AND COFFEEHOUSE
CHAIN.
• FOUNDED IN SEATTLE, WASHINGTON, IN 1971.
• EARLY 2019, THE COMPANY OPERATES OVER 30,000
LOCATIONS WORLDWIDE.
• FIRST COFFEE SHOP IN VIETNAM IN FEBRUARY 2013

Starbucks Corporation | 2020

Starbucks Corporation | 2020
 ALWAYS REMEMBER!

"TO INSPIRE AND NURTURE

THE HUMAN SPIRIT–ONE
PERSON, ONE CUP AND ONE
NEIGHBORHOOD AT A
TIME."
STARBUCKS' OFFICIAL MISSION STATEMENT
Literature Review
PERFORMANCE MANAGEMENT
• Definition:
- The process used identify, encourage,
measure, evaluate, improve, and reward
employee performance
• Individual Performance Factors
- Capability of individual
- Effort
- Support from others

Starbucks Corporation | 2020

 • The importance:
- Strategic purpose: connect the work with the goals
of the organization
- Administrative purpose: salary determination,
promotions, compensations and benefits
- Developmental purpose: improve and develop skills
of employees
• The process:
- Goal settings and expectations of the job
- Job criteria and measurement of performance
- Performance review and feedback
- Developmental plan in the future

Starbucks Corporation | 2020

APPROACHES
Category Rating:
• Rating Scales: Comprise of several scales which are
related to the job performance criteria
• Checklist: a set of questions prepared in form of yes or no
pattern are given to raters and then reported to HR
department.
Comparative:
• Paired comparison: Comparing every employee with
every other employee in the work group and scoring
• Ranking: Listing of all employees from highest to lowest
in performance
• Forced Distribution: ratings of employees are distributed
along a bell-shaped curve.
• Behavioral: Define the behaviors to be effective in the job
• Narrative: Manager keeps a written record of highly favorable
and unfavorable employee actions
• Results: Focusing on managing the objective, measurable
results of a job or work group
• Quality: A performance management system designed with a
strong quality orientation

Starbucks Corporation | 2020

Starbucks evaluation system
GOAL SETTINGS 

Long - term goals

• Satisfaction of every customer walking into Starbucks
• Bringing Starbucks a unique environment from a niche
segmentation: Selling experiences along with relationships
builidng and strengthening.
• Offering high quality cup of coffee, with innovation in the
process of making.
• Delivering friendliness and warmth in every cup of coffee
 START IT UP!
Two clips of performance interview 

Starbucks Corporation | 2020

The interview Script
THE INTERVIEW SCRIPT

1. Can you tell me about Starbucks' performance management practices?

- Starbucks conducts a set of stages in an order, which is: setting the
expectations and goals, then measuring the performance, providing the
feedback and then developing a performance improvement plan.
2. What do you think are the vital goals of the process?
- The main goals are to recognize the strengths and weaknesses of both the
managers and the employees, develop a suitable plan for improvement and
encourage self-growth. 

Starbucks Corporation | 2020

The interview Script
ALLOCATION OF RESOURCES

3. How is performance management conducted in your workplace?

- The first step is to align the work of employees to see if the work of them matches with
the goals, missions and visions of Starbucks. Second, is to measure their work
performance based on the data collected in their work duration along with the standard
measurements for each position. Next, the important aspect is the timely performance
review including performance appraisals or meetings to overcome obstacles. Finally,
managers need to develop the right plan for the future growth.
4. What are the work performance measurements used?
- We use the quality approach, in which there are the customer orientation, a prevention
approach to errors and continuous improvement
5. What sources are taken when collecting data?
-At Starbucks, we use a 360 degree performance evaluation.
Starbucks Corporation | 2020
Starbucks Corporation | 2020
 JOB TITLE: BARISTA
JOB DESCRIPTION
• Setting up materials before starting a work shift, keeping the work area
clean.
• Preparing products and food according to the customers' order and
following recipe and standards of quality
• Report to manager if any equipment problems exists, conducting
customer service when needed
•
JOBFollowing the rules and complying with the manager’s asking
SPECIFICATION
• Age: 18 – 25
• Good working attitude with perfect health conditions
• Flexible to work various shifts
• Skills/abilities
⚬Communication skills, teamwork spirit and service-oriented working style
⚬Language proficiency, active listening ability
⚬Basic sales and marketing skills
• Education/experience
⚬High school diploma (compulsory).
⚬Working experience is preferable Starbucks Corporation | 2020
JOB TITLE: STORE MANAGER
JOB DESCRIPTION
• Checking the inventory, deciding what to buy for the store
• Forming and running teams to ensure the smoothness of the operations
• Training new members, assigning members to the right positions, manage
performance of employees, coaching and supporting subbordinates
• Planning to boost sales and retain customers through promotions, advertisement,...
• Communicating with other departments of the corporation and suppliers
• Assist baristas when necessary

JOB SPECIFICATION
• Good working attitude with perfect health conditions
• Skills/abilities
Communication skills, teamwork spirit and service-oriented working style
Language proficiency, active listening ability
Leadership skills, problem solving and critical thinking ability
Sales and marketing skills
• Education/experience
Minimum high school degree
At least one year experience in management position Starbucks Corporation | 2020
 PERFORMANCE CRITERIA FOR
BARISTA

CUSTOMER KNOWLEDGE
TEAMWORK DISCIPLINE
SERVICE AND SKILLS

- Consistent friendly - Time to make - Shift cover ability - Follow the policies
attitudes drinks - Eagerness to help and rules 
- Waiting time in the - Knowledgeable of and support - Preparation before
line new products - Stores and shifts and after shifts
- Ability to prepare duties completed
all drinks and foods

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 PERFORMANCE CRITERIA FOR
MANAGERS

CUSTOMER COMMUNICATION
DISCIPLINE SKILLS
SERVICE

- Follow the policies - Self-learning - Effectiveness in

- Consistent friendly
and rules  ability to adapt dealing with
attitudes
- Paperwork and - Effective plans of suppliers and
- Fast to solve and
procedures followed the future demand  partners
help customers and
- Absentism is minor - Leading team's - Customers'
resolve complaints
efficiency satisfaction when
problems solved

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PUTTING IT ALL TOGETHER

Performance Appraisals
THE MEASUREMENT OF INDIVIDUAL’S
PERFORMANCE IN AN ORGANIZED MANNER.

Starbucks uses
• Results approach: The manager's goals should share with their individual
units to guide subordinates to accomplish their roles
• Quality approach: The primal goal is customer service and improving
customer satisfaction
• 360 degree feedback: systematic collection of data of a performance of an
individual or group which use feedback of team members, customers,
stockholders, peers and self. Starbucks Corporation | 2020
Performance Feeback
• Consistent with the strategic goals and
visions of the fi rms
• Used consistently and frequently
• Applied legally and job-validated
• Accepted by peers, subbordinates and
employers
• Focus on improvement and development
instead of critics and destructive intention

Starbucks Corporation | 2020

 COMMENTS
Starbucks has done their best to
manage performance by applying
future-oriented appraisal methods
(and focusing on frequent feedback
to help employees improve.

EVALUATION
Along with numerous training
programs and many benefits from
working at Starbucks, the company
also creates an environment that is
free to communicate and give
feedback.
 CRITICS
Due to the high rate of diversity, differences in cultures of
countries can make the definition of politeness, warmth and
friendlienss change accordingly.

Thus, the definition of abstract terms in goal settings has to

be specific, with definitions included, and suitble with
different locations.  

Starbucks Corporation | 2020

 CRITICS
In the process of bringing the Starbucks culture to different
parts of the world, the culture of the host country may effect
on the performance review. Different ways of communicating in
alternative parts of the world result in no standard way to
conduct performance review on oneself. And managers need to
adapt to the local norms to figure out the best way.

Starbucks Corporation | 2020

 IMPROVEMENT
Room for improvement lies in the way all the data of
employees and managers collect is stored, recorded and
documented.
There are many people working in a coffee shop, and in order
to improve the efficiency of performance management system,
it takes less time to have an automated reminders and
scheduling tools.

Starbucks Corporation | 2020

 IMPROVEMENT
Due to the positioning of Starbucks, automation in many
repetitive job will not affect Starbucks' employees. The culture
of warmth can only be operated with human interaction. Thus,
perfomance management is very important in Starbucks

Starbucks Corporation | 2020