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Breastfeeding in Public

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BREASTFEEDING MOM’S AT COFFEE’S SHOP

Nursing or Breastfeeding at coffee’s shop is something that has been accepted by most of the society but unfortunately with regards of cultural basis on selected country, many people still cannot accept breastfeeding in public and tends to be controversial. Besides, a nursing baby should be much more welcome than watching and hearing a screaming baby who needs to eat. As breastfeeding moms, she also has needs to have a social life after having a birth few months back, so Starbucks, as we all know is a the best coffee shop where a place for her coming to chat, meet up, gathering place or even place for discussion with pleasant facilities. Thus, nursing in Starbucks should be allow and having a full of support from public, stakeholders and Starbuck itself.
As a Starbuck Chief Executive Officer, the responsibilities are in my hand, and I have few ways to solicit the best solution in order to satisfy both parties; an ordinary customers and breastfeeding moms. Everybody know Starbucks is the well-known establish company and it has the opportunity to implement family-focused and breastfeeding initiatives to help improve customer relations among this group, without affecting other customer parties. The first solution that Starbuck will do is to form a specific section only for breastfeeding moms. Just like a smoking section, this section will privilege only for breastfeeding moms that fitted with complete facilities such as water dispenser and changing diaper table. So breastfeeding moms will having coffee in this section without feel awkward and embarrassed while nursing to their baby.
In order to show that Starbuck is supports nursing in public, we plan to produce a campaign through media such in newspaper, banner, billboard, website etc. in order to repair and strengthen Starbucks reputation within the customer community. This initiative plan also show our appreciation to all moms over the world especially those who breastfeed their children. We are confident that the return on investment will be higher as we look and raised the Starbucks popularity among the public.
The other possible way to upgrade the quality brand image of Starbucks is to do a survey among public, ordinary customers, breastfeeding moms’ customer and stake holder regarding on the few questions such as of how to improve service and facilities at breastfeed section? , what ordinary customer would and wouldn’t like breastfeeding moms do? and suggestion to improve the system. The best feedback will get rewarded.
In order to prepare employees in stores on this Starbucks’ new services (provide breastfeeding section) and improve handling of customer complaints, we provide experienced trainer to educate and train our employees so that they will learn about the company’s new family-friendly initiatives through different channels of communication. Formal communication methods such as training seminars, executive memos, and other educational tools will be teach as usual to enhance quality of communication among employees.

Overall, the aim is to not only meet expectations but exceed our customers’ expectations that Starbuck also do the public needs without neglect other parties. By offering new family friendly policies and initiatives, it will improve quality of communication throughout new exposure that meets the needs of Starbucks’ customers. There are definitely some challenges ahead, however this as an opportunity to better understand and communicate with our family client base, and improve our overall image and brand.
REFERENCES
Internet: 1. http://www.babycenter.com.my/a1037503/babycenter-mums-tips-for-breastfeeding-in-public 2. http://womenshealth.gov/breastfeeding/breastfeeding-in-public/ 3. http://kellymom.com/bf/normal/bfip/
Book : 1. Business Communication BBKP3103, Page 75
Open University Malaysia 2. Business Communication Today, Eleventh Edition, Page 39
Courtland L.Bovee & John V.Thill

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