...Employment Practices 2. Starbuck’ mission: Social responsibility and brand strength 3. New Belgium Breweries: Ethical and Environmental Responsibilities You will be required to answer to the end of case questions. I expect personal opinion, don’t try to copy from a template somewhere Test 2: StarBuck Case 2 Starbucks’ Mission: Social Responsibility and Brand Strength Case Notes for Instructors: Students will likely have strong opinions regarding Starbucks. Many may be committed patrons who view Starbucks as a socially responsible company committed to green practices and free-trade coffee. Others might dislike Starbucks because it is a large chain that pushes out smaller local competitors. Another possible reason students may be opposed to Starbucks are its prices, which are higher than many of its competitors. Starbucks seems to be able to justify its higher prices because the company sells more than just coffee—it sells an experience. Starbucks patrons can order specialty drinks and hang out in what founder Howard Schultz envisioned to be the “third place” to be after home and work. Love it or hate it, Starbucks has been very successful at branding. Starbucks has had a profound influence on the U.S. coffee market. Before Starbucks came onto the scene, people perceived coffee as an uninteresting product largely consumed by older people in the United States. It did not have the “cool” factor or the cache that it does today. Starbucks’ entry in the market largely...
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...Introduction Starbucks, known as one of the most popular coffee franchises in the world with over 17,000 stores in 49 different countries in present days was founded in year 1971. Starbucks Company has been loved by people for revolutionizing people’s leisure time with the quality of services and the quality of the products they provide, but the real key points to its success were different aspects they cared about including employee aspect, customer aspect, and even society aspect. When the company started to grow, they started to be responsible for such aspects other than just caring about the profit they can earn by increasing awareness of ethics in its business and launching Shared Planet website with three different goals in order to involve the company’s commitment to ethics and sustainability. Starbucks is a company which trying to stay close to us, hears us, and respond to the customers, employees, the public, and us. Why do you think Starbucks has been so concerned with social responsibility in its overall corporate strategy? There are many different reasons why Starbucks has been so concerned with social responsibility. Firstly, human resources, teamwork and involvement can let the current employees and potential employees know that they are working in Starbucks for a good cause can encourage and motivate them to work better or wants to work for the company. Secondly, brand differentiation. Stating the company’s futuristic goals on either their official website...
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...Case 2: Starbucks’ Mission Social Responsibility and Brand S Corporate social mission EESCC • Environment - reducing waste by recycling and energy conservation to minimize the company’s “footprint”. • Employees - who work more than 20 hours a week at Starbucks, receive health benefits including health, medical, dental, and vision benefits • Suppliers - engages in many practise's with organizations to help farmers get premium prices in order to make profit • Customers - satisfying the customers, and building consumer loyalty. Communities - “instant gathering spot”, “place that draws people together” and “third place people go to after homes and offices”. OUTLINE: Summary. Summary: • Starbucks was founded in 1971 by three partners in Seattle. • Howard Schultz joined Starbucks in 1982 as director of retail operations and marketing. • Schultz realized the opportunity of coffee shops in Seattle while returning from Milan, Italy. Starbucks culture: All the partners have the right to comment on any decision or action through “Mission Review” system. • A website, called Shared Planet, was launched to become a medium of communication between the company • Starbucks’ Global Responsibility Department, known as Corporate Social Responsibility (CSR) department before. Q1: Why do you think Starbucks has been so concerned with social responsibility in its overall corporate strategy? Highlight the present ranking of the company in the eyes...
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...STARBUCKS CORPORATION: SERVING MORE THAN COFFEE Wake up and smell the coffee—Starbucks is everywhere! As the world’s No. 1 specialty coffee retailer, Starbucks serves more than 25 million customers in its stores every week. The concept of Starbucks goes far beyond being a coffeehouse or coffee brand. It represents the dream of its founder, Howard Schultz, who wanted to take the experience of an Italian—specifically, Milan— espresso bar to every corner of every city block in the world. So what is the Starbucks experience? According to the company: You get more than the finest coffee when you visit Starbucks. You get great people, first-rate music, a comfortable and upbeat meeting place, and sound advice on brewing excellent coffee at home. At home you’re part of a family. At work you’re part of a company. And somewhere in between there’s a place where you can sit back and be yourself. That’s what a Starbucks store is to many of its customers—a kind of “third place” where they can escape, reflect, read, chat, or listen. But there is more; Starbucks has embraced corporate social responsibility like few other companies. A recent Starbucks Corporate Social Responsibility Annual Report described the company’s views on social responsibility: Starbucks defines corporate social responsibility as conducting our business in ways that produce social, environmental, and economic benefits to the communities in which we operate. In the end, it means being responsible...
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...CORPORATE SOCIAL RESPONSIBILITY Social Responsibility Definition and Motivation Corporate Social Responsibility (CRS) can still be a controversial topic. CRS is a commitment made by a corporation to develop and adhere to policies that are socially responsible in areas of work, community welfare, ecology, human rights, and family life. Today’s businesses realize an ingredient in being successful is through respect and confidence of their customers. A company can obtain respect and confidence through being socially responsible. Through social responsibility corporations manage their business processes to produce a positive impact on society. The growth of easing problems in society such as; child abuse, hunger in America, homelessness, gun violence, and equality in human rights has grown. Corporations can gain loyal customers through corporate social responsibility and giving back to society and the communities that they serve. Commitment of the company can be defined by its employees, the company’s treatment of the environment and community in which it is located. Today’s society is concerned with the global environment which puts pressure on today’s businesses to participate in being socially responsible. When a company or corporation does not contribute to the society that they serve and/or not environmentally conscientious, that company or corporation may experience loss of product loyalty and possible consumer boycotts. In today’s business world nationally...
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...Business Ethics: Case Study 2: Starbucks’ Mission: Social Responsibility and Brand Strength 1. Why do you think Starbucks has been so concerned with social responsibility in its overall corporate strategy? * Starbucks achieved social responsibility by taking steps to follow guidelines, minimize its environmental “footprint”, and became involved with the community. This is important to the company because ethical companies do better in the long run. Customers feel good about bringing business to social responsible companies and employees feel good about working there and in turn employees provide better customer service. 2. Is Starbucks unique in being able to provide a high level of benefits to its employees? * Starbucks is unique in being able to provide a high level of benefits to its employees. Many businesses do not provide employees with many benefits. Starbucks understands how important its employees are and that they are the face of the company. Happy employees create good customer service experiences and repeat business. It seems like a lot of businesses overlook their internal customers too often. 3. Do you think that Starbucks has grown rapidly because of its ethical and socially responsible activities or because it provides products and an environment that customers want? * Starbucks rapid growth is due to both its ethical and socially responsible activities and it providing products and an environment that customers want. A company needs to worry about its business...
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...Ethical behavior and corporate social responsibility can offer significant benefits to a company. Ethical business conduct not only gives the company a great reputation but it also has a positive effect on its bottom line. One of the companies listed on the Ethisphere Institute's list of the World's Most Ethical Companies is Starbucks. Starbucks Corporation has 19,972 stores in 60 countries and is world’s largest coffeehouse chain, and is considered one of the world’s most famous and most liked consumer brands (Mocallejon, 2012). Over the last decade, the company has made the lists of Most Admired Companies in the U.S., 100 Best Companies to Work for, 100 Best Corporate Citizens, World’s 50 Most Innovative Companies, and World’s Most Ethical Companies. According to the company’s executives, their success is mainly attributed to their commitment to social responsibility and ethical conduct. Starbucks believes that striving to do the right thing with regards to their consumers, the environment and their employees is vital to the success of the company, and demonstrates its values in a number of ways (Starbucks, 2013). When it comes to being morally responsible towards consumers, Starbucks is committed to provide wellness to its customers by offering low-calorie quality products that do not contain unhealthy ingredients such as dyes, artificial flavors, and high fructose corn syrup. The company also strives to establish a human connection with consumers by ensuring that its shops...
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...Corporate Social Responsibility at the Starbucks Coffee Company™ The Starbucks Responsibility The Starbucks Corporation was founded in 1971 in Seattle, Washington and is the world´s largest coffee company and coffeehouse chain today, with more than 18,000 stores in 57 countries. Starbucks sells a wide range of food products including more than 30 coffee blends, hot and iced espresso beverages, Frappuccinos™, smoothies, teas, fresh food and a variety of merchandises. All over the world Starbucks is well known for its high-‐quality coffee and its stylish store atmosphere, also regarded as “the Starbucks Experience”. Despite that the Starbucks Corporation attempts to be recognized as a socially responsible and sustainable company. Corporate Social Responsibility has been one of the core focuses of the company in the last years after it faced sensitive image...
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...1. Starbucks demonstrates a new focus on business ethics and social responsibility by providing health care benefits to their employees, giving to the welfare of the needy, and also by packaging their goods in recycling materials along with any other practices that are beneficial to the company-------------------. Starbucks has also demonstrated by improving their dealings with their customers as well as their suppliers. Although this may not bring in additional revenues, the ethical businesses are better recognized and there durability is greater. ----------As long as Starbucks can continue to gain trust in the customers, it will allow them to have a strong bond with them also. 2. I feel that Starbucks has been concerned with social responsibility in its overall corporate strategy because for one reason it is a popular business and it helps the image of the company to care about the community and the environment-----------------. Other reasons Starbucks were so concerned was because of the negative impact on the company. Starbucks has always been engaged in responsible business practice since they first started their operation and they have always spent a lot of time defending their image as well.-------------------------. Several small coffee shops were put out of business due to the clustering strategy. Starbucks decided to refocus their strategy after the 2009-2009 recession.-----------------------------. Several locations were closed because of the lack of performance...
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...do you think Starbucks has been so concerned with social responsibility in its overall corporate strategy? They have been highly concerned with their social responsibility efforts. Due to the reduce its Eco-friendly mark and as became involving with the community. Being Eco-friendly is important to the Starbucks because of their ethical beliefs. Due to these actions Starbucks should improve greatly within the next few years. The company’s encourages their consumers to feel worthy about conveying business to social responsible companies and the organizations. They encourage good vibes and good work work ethics. Each company encourages their organization to provide highly good services for their consumers. 2. Is Starbucks unique in being able to provide a high level of benefits to its employees? Starbucks is unique in being able to provide a high level of benefits to its employees. They are irreplaceable in actually able to offer a high level of benefits to their organizations. Not all businesses deliver organization with as much profitability’ as do Starbucks. The company understands the important of its organizations. They understand that each of their organizations are the face of the bigger corporation. Starbucks understand that pleased organizations creates good services and goods. Creating good environments for their organizations creates good outcome profits. Doing this repeatedly creates a healthy chain of businesses. 3. Do you think that Starbucks has grown rapidly...
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...think Starbucks has been so concerned with social responsibility in its overall corporate strategy? Starbucks achieved social responsibility by taking steps to follow guidelines, minimize its environmental “footprint”, and became involved with the community. This is important to the company because ethical companies do better in the long run. Customers feel good about bringing business to social responsible companies and employees feel good about working there and in turn employees provide better customer service. 2. Is Starbucks unique in being able to provide a high level of benefits to its employees? Starbucks is unique in being able to provide a high level of benefits to its employees. Many businesses do not provide employees with many benefits. Starbucks understands how important its employees are and that they are the face of the company. Happy employees create good customer service experiences and repeat business. It seems like a lot of businesses overlook their internal customers too often. 3. Do you think that Starbucks has grown rapidly because of its ethical and socially responsible activities or because it provides products and an environment that customers want? Starbucks rapid growth is due to both its ethical and socially responsible activities and it providing products and an environment that customers want. A company needs to worry about its business in the long run and the short run. Its ethical and socially responsible activities...
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...RUNNING HEAD: Starbucks CSR Starbucks Corporate Social Responsibility Individual Project 1 BY: Amber Light Colorado Technical University MGM110-1201-A-28 FOR: Professor Sally Rogers DATE: January 16, 2012 Starbucks has clearly discovered the importance of corporate social responsibility (CSR). The way Starbucks runs its operations ultimately effects the communities it serves, and they are not willing to compromise their stand on the positive impact they want to have. This is very visible through their website, where they list what they do on an everyday basis to not only give back to society but also ensure they are doing business on a responsible level. The website separates four separate commitments Starbucks stands for: Origins, Environment, Partners, and Communities. Starbucks has made a commitment to the farming communities that produce their specialty grade coffee. They are paying a fair trade price for the product they are receiving. This price will sustain their farms and the industry as a whole by covering production costs and providing more for their families as a whole. Starbucks has pushed the idea that sustainability is of utmost importance, and part of being sustainable is being environmentally responsible. By being environmentally conscience you are assuring the long-term health of this industry. Starbucks is partnering with non-profit organizations that strive for their same beliefs in sustainability. This right here shows how CSR is...
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...socially responsible company 4 Factors considered by the SRI funds/investors for investing into any company 4 Sources to gather the information for the decision making process 4 Different strategy used by the funds to make SRI decisions 5 6. Two examples of SRI funds: Composition and unique features 6 A. Triodos Sustainable Equity Fund 6 B. Calvert Capital Accumulation Fund Class C 6 7. A Company with SRI investment: Starbucks 7 About the company 7 Sustainability initiatives 7 Controversies 8 ESG Ratings 9 8. Conclusion 9 9. Appendices 10 10. References 10 1. What is SRI? Socially Responsible Investing (SRI) is sometimes referred to as “sustainable”, “socially conscious”, “mission,” “green” or “ethical” investing. In general, socially responsible investors are looking to promote concepts and ideals that they feel strongly about. The idea is that if oneinvests in companies that cause social or environmental harm, then one is profiting from their evil. SRI is an approach under which socially and environmentally conscious investors channel their funds towards those companies which have a positive impact on the community and environment, and avoid doing harm due to their operations. This approachcompels companies seeking a share of these investments to modify their practices to be eligible for such investments. Investors may be investment funds, or individual investors. Individual investors seeking to invest in a socially responsible manner...
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...1.-Why would you think Starbucks has been so concerned with social responsibility in its overall corporate strategy? I think that Starbucks has been so concerned with social responsibility because of five reasons: First of all because been social responsible has a direct impact on its clients. Nowadays clients care about what companies do with the profits, they are informed on how companies administrate the money and on what they are investing in. This goes linked with the second, social responsibility helps Starbucks to take its strategy of experience to another level because the experience be tied to an idea of helping through Starbucks. For example if Starbucks donates money to a institution that help kids with cancer and a clients knows people who have cancer or only has the desire to help people with cancer by buying coffee with them she will think and feel that she is helping people. I think that the third reason is because they can afford to donate money, make events for the clients, help their employees, etc. which have shown god results for the company, the forth reason. Finally, the reason number five is that as every human been it feels good to do god things, as clients, the company: investor and employees feel they are helping too; this motives them and gives personality to the company. 2.-Is Starbucks unique in being able to provide a high level of benefits to its employees? Yes, Starbucks is making the difference because the company give employees different...
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... About the Company and its Code of Ethics When Howard Schutz took over Starbucks in Seattle in 1987, it was only a six-shop coffee bean seller. When Schutz semi-retired from working as Chief Executive Officer in 2000 is when Starbucks became a global brand redefining the cafe scene and the culture of coffee drinking. After Starbucks, cafes & the Mocchachino will never be the same again. Today, Starbucks has more than 15,756 stores 29% of them international. In every major city around the globe, there is bound to be a Starbucks, the cafe culture becoming as branded as McDonald's became for fast food Americana. Schultz built the Starbucks Empire by recruiting key specialists and talents in the field they represent. Starbucks is a semi-informal organization holding on to the functions of management as key at keeping efficiency. Starbucks was among the first to ensure that diversity as part of the corporate principle be put in place, sampling local population to ensure that for each store, they maintain a representative and an equal opportunity hiring policy for the local populace. In Corporate management, Starbuck's team is an ethnic collaboration with just about every ethnic group represented - Schultz hires with capacity in mind not racial or ethnic affiliations. Hence, he has instituted a corporate principle that had been in place because he began the chain. The company's code of ethics therefore is Kantian where whereas the company strives for results...
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