One interesting thing about the culture of Starbucks is that they originally succeeded thanks to an amazing culture, than sadly went off the path, as many of us Starbucks junkies have experienced over the last couple of years. I had a chat about the culture of Starbucks with a former Starbucks employee. She summarized the decline of the once strong Starbucks culture through one, all to common, example.
Today the company dominates the industry and has created a brand that is tantamount with loyalty, integrity and proven longevity. Starbucks is not just a name, but a culture. It is obvious that Starbucks and their CEO Howard Shultz are aware of the importance of corporate social responsibility.
Every company has problems they can work on and improve in and so does Starbucks. As of recent, Starbucks has done a great job showing their employees how important they are to the company. Along with committing to every employee, they have gone to great lengths to improve the environment for everyone.
Ethical and unethical behavior is always a hot topic for the media, and Starbucks has to be careful with the decisions they make and how they affect their public persona.
The corporate social responsibility of the Starbucks Corporation address the following issues: Starbucks commitment to the environment, Starbucks commitment to the employees, Starbucks commitment to consumers, discussions of ethical and unethical business behavior, and Starbucks commitment and response to shareholders.
Commitment to the Environment The first way Starbucks has shown corporate social responsibility is through their commitment to the environment.
What this means is that Starbucks will aim to only buy percent responsibly grown and traded coffee. Not only does responsibly grown coffee help the environment, it benefits the farmers as well. Responsibly grown coffee means preserving energy and water at the farms.
In turn, this costs more for the company overall, but the environmental improvements are worth it. Starbucks and the environment benefits from this decision because it helps continue to portray a clean image. Their first attempt to produce a green store was in Manhattan.
Starbucks made that decision to renovate a 15 year old store. This renovation included replacing old equipment with more energy efficient ones.
To educate the community, they placed plaques throughout the store explaining their new green elements and how they work. LEED improves performance regarding energy savings, water efficiency, and emission reduction. According to Starbucks, going green over time outweighs the upfront cost by a long shot.
Hopefully, these new design elements will help the environment and get Starbucks ahead of their market. Commitment to Consumers The second way Starbucks has shown corporate social responsibility is through their commitment to consumers.
The best way to get the customers what they want is to understand their demographic groups. By doing research on Starbucks consumer demographics, they realized that people with disabilities are very important. The company is trying to turn stores into a more adequate environment for customers with disabilities.
A few changes include: By joining the National Business Disability Council, Starbucks gains access to resumes of people with disabilities.
Another way Starbucks has shown commitment to the consumers is by cutting costs and retaining loyal customers. For frequent, loyal customers, Starbucks decided to provide a loyalty card. Once a customer has obtained this card, they are given incentives and promotions for continuing to frequent their stores.
Promotions include discounted drinks and free flavor shots to repeat visitors. Also, with the economy being at an all time low, Starbucks realized that cheaper prices were a necessity.
By simplifying their business practices, they were able to provide lower prices for their customers. For example, they use only one recipe for banana bread, rather than eleven!Starbucks’ Mission: Social Responsibility and Brand Strength Before Starbucks came onto the scene, coffee was considered a stodgy product largely consumed by older people in the United States.
CORPORATE SOCIAL RESPONSIBILITY. CASE STUDY ON STARBUCKS – DEFINING THE TERRAIN CASE DISCUSSION QUESTIONS 1. What do you think of the company’s guiding principles? The case “Starbucks’ Mission Social Responsibility and brand Strength” basically discusses many things.
It briefs you on how Starbucks came about in and how the company has evolved since then and the importance of defending its image.
Starbucks’ strategy and resultant outcomes are proof positive of that study. Plus, when companies like invest in their people, they see less turnover, and employees become advocates of the company as well. The Culture Case Study of Starbucks. and “The Starbucks Experience” I felt inspired to create an ongoing case study of Starbucks. The senior vice president of corporate social responsibility works with the board and the company’s foundation to find ways to contribute to the communities where its stores are located. Starbucks has been concerned with social responsibility in its overall corporate strategy basically since it was founded. Their strategy is largely due to Howard Shultz, one of Starbucks ' founder who has held job titles such as director of retail operations and marketing, chairman, and CEO.
Starbucks with Corporate Social Responsibility (CSR) We decided to choose Starbucks Company as a case study for this thesis because this The purpose of this study is to investigate how Starbucks succeeds in a business world by using CSR as a long term strategy.
We consider CSR strategy in terms of how this company.
Mar 28, · Starbucks Mission: Social Responsibility and Brand Strength Introduction. Starbucks Coffee Company was founded in in Seattle and has operations in more than 50 countries of the world with more than stores/5(K). Starbucks is effective in its corporate social responsibility efforts, although more effort is needed with regard to the stakeholder group of coffee farmers, as well as the issues of .