At Starbucks, there is encouragement of employees for reporting every category of concerns or issues in the program by selecting the offer of communication channels. The overall trend is in consistency with the industry for providing optional reporting mechanisms in the form of a comprehensive program for compliance and ethics . The best aspect of customer action at Starbucks is allowing maximum personalization and customization as possible. Real-time customization or customization based on employee recommendation assists for the provision of a seamless experience. The attitude and behaviour of managers to people have primary significance. Employees should have the ability of trusting the integrity and motives of the supervisors. Management authorities have the specific responsibility for creating protective environment where there is flourishing of specific values. There has to be flexibility in service or product offering and delivering it to the customers (Yu and Fang, 2009). In context with the analysis of physical evidence, the stores of Starbucks are set up as a familiar, inviting, and welcoming place for the connection of individuals, and designing the stores for reflection of unique attributes in serving the neighbourhoods. Starbucks lays specific emphasis on the way,and there is connection of design with sustainable practices of building. This is crucial to provoke thoughtful engagement and questions with the environment built. Starbucks focuses on selling its experience of a coffeehouse by not only incorporating coffee in the buying experience, but also the inviting and warm atmosphere of the shops along with other elements.
Starbucks maintains consistency to come out with new products and drinks. This is considered important for ensuring the customers come back again for freshly twisting the trend of caffeine. As a result, some products face massive failure. Moreover, in the form of a brand, Starbucks has always faced difficulty in associating with diversity through races. Rather there is specific acknowledgement for gentrification and premium pricing. A campaign focusing on income disparity and race relations appeared highly ironic for a brand as big as Starbucks (Qiao and Peng, 2015). The company will fail due to non-alignment of its campaign with the corporate brand of Starbucks. At times, the company fails in recognizing the lack of training among the employees of Starbucks when dealing with marketing initiatives related to diversity and race. The company can further face challenges in context with authenticity deficit.