For Starbucks, English helps welcome the world to Brazil. Penetrating new markets can pose unique challenges for even the most developed corporations. As the premier roaster and retailer of specialty coffee in the world, Starbucks faced a challenge to change the Brazilian behavior of enjoying coffee at home to enjoying coffee on-the-go. Starbucks was able to do so and expanded from 22 to 72 stores in Brazil in just two years. Now the coffee giant is facing a new challenge: finding English-speaking employees in a country with low English proficiency to staff the 500+ stores it plans to open over the next four years. Brazil attracts millions of tourists each year, a number that is only expected to grow following the 2014 FIFA World Cup™ and with the upcoming Rio 2016™ Olympic Games. An English-proficient workforce is critical to help tourists feel welcome and at home in Brazil, and ensures their Starbucks experience is what they’ve come to expect. Though Starbucks employee training is available in Portuguese, all guides and manuals are in English. Therefore, to properly train staff, Starbucks equips employees with English skills via its English-language training program. During the 12-month program, employees are provided with a private teacher to develop their English abilities. This newly acquired English proficiency helps staff deliver the Starbucks coffee experience in Brazil, welcome tourists from around the world and grow professionally within the organization. English proficiency supports Starbucks’ growth in Brazil: An English-proficient staff makes tourists feel welcome at Starbucks while traveling in Brazil and helps keep the Starbucks experience consistent all over the world. English-training programs help employees grow personally and professionally. English helps Starbucks Brazil management communicate with the U.S.-based corporate office during expansion. Special thanks to Up Language Consultants. Contributor: Thiago Panicacci Former Head of Human Resources, Starbucks Brazil #TOEIC #ETS #TOEICProgram #Program #Documentary #Series #WhyEnglishMatters #Why #English #Matters #Economics #Global #Globalization #Starbucks #Coffee #Brazil
Posted on: Mon, 12 Jan 2015 19:09:50 +0000
Trending Topics
Recently Viewed Topics
© 2015