...CSR Within Starbucks [pic] Written By: Ashley Benton Charles Yeung Karin Sigl Krishna Oedjaghir Virginie Laroque Hong Kong Baptist University Cross-cultural and Comparative Management BUS 3690 Prof. Anne Marie Francesco 1 Introduction "The future belongs to those who understand that doing more with less is compassionate, prosperous, and enduring, and thus more intelligent, even competitive." Paul Hawken In a world, where more and more interest in performance in sustainability, in moral defensibleness, in the operational activities of companies is developed, there takes place a change from the only profit-oriented firm to a more environmentally oriented, pro bono targeted firm. This change can be seen all over the world and it has generated the term Corporate Social Responsibility (CSR). CSR is the activity of companies in matter of the environmental, the social and operational responsibilities. While achieving high profits might have been the only interest some years ago, the demand by share- and stakeholders for a good CSR-performance is now gradually increasing. In that matter, stakeholders could be (Ballou et al., 2006): ● Financial stakeholders as shareholders, banking institutions, employees, ● · Supply chain stakeholders as customers, direct suppliers, alliance partners, ● · Regulatory stakeholders as the FDA, Environmental Protection Agency, accounting standard setters, ● · Political stakeholders as federal, state and...
Words: 5660 - Pages: 23
...HOẠT ĐỘNG CSR (COPORATE SOCIAL RESPONSIBILITY) CỦA STARBUCKS 1/ Giới thiệu chung về Công ty Starbucks: - Starbucks là một thương hiệu cà phê nổi tiếng trên thế giới. Hãng cà phê Starbucks có trụ sở chính ở Seattle, Washington,Hoa Kỳ; ngoài ra, hãng có 17.800 quán ở 49 quốc gia, bao gồm 11.068 quán ở Hoa Kỳ, gần 1.000 ở Canada và hơn 800 ởNhật Bản. - Quán cà phê Starbucks đầu tiên được thành lập tại Seattle, Washington vào ngày 30 tháng 3 năm 1971 . Lấy cảm hứng từ Alfred Peet, người sáng lập hãng Peet's Coffee & Tea, những người chủ sáng lập Starbucks ban đầu mua hạt cà phê xanh từ Peet's. Một thời gian sau, quán chuyển về số 1912 Pike Place, nơi mà bây giờ vẫn còn tồn tại, và họ cũng bắt đầu mua cà phê hạt trực tiếp từ các nông trại. - Hãng được đặt tên là Starbuck, một nhân vật trong tiểu thuyết Moby-Dick. - Năm 1984, các chủ sở hữu ban đầu của Starbucks, dẫn đầu bởi Baldwin, nắm lấy cơ hội mua của Peet - Trong thập niên 1980, Starbucks đã mang đến những quyền lợi tốt nhất cho nhân viên của họ. những nhân viên pha chế bán thời gian không chỉ có bảo hiểm y tế, họ còn có quyền lựa chọn để mua cổ phiếu của công ty. Tuy nhiên, Starbucks cũng là mục tiêu của các vụ biểu tình về các vấn đề như chính sách công bằng thương mại, quan hệ lao động, tác động môi trường, quan điểm chính trị, và các hành vi phản cạnh tranh. - Các quán cà phê của họ đã trở thành địa điểm dành cho những người yêu thích cà phê ở mọi nơi. Tại sao mọi người...
Words: 2388 - Pages: 10
...ผ่านประสบการณ์สอนด้านการตลาดทั้งระดับ ปริญญาตรี และโท ที่ George Mason University, สหรัฐอเมริกา, อาจารย์ใน Department of World Business ที่ American Graduate School of International Management (Thunderbird) สหรัฐอเมริกา นอกจากนี้ ยังได้เก็บเกี่ยวประสบการณ์ด้านงานวิจัย ร่วมทำวิจัยกับอาจารย์ทั้งในและต่างประเทศ เช่น งานวิจัยเรื่องโอกาสและ อุปสรรคของผู้ส่งออกไทย SME แก่ Asia Productivity Center ของประเทศญี่ปุ่น และยังเข้ารับการฝึกอบรมจาก โปรเฟสเซอร์ ไมเคิล อี พอร์เตอร์ มหาวิทยาลัย Harvard เพื่อเป็นอาจารย์สอนในวิชา Microeconomics of Competitiveness (MOC) ที่นิด้า และยังมีผลงานด้านการเขียนกรณีศึกษาเรื่องการพัฒนาเศรษฐกิจของไทย ที่มีผลกระทบต่อการพัฒนาความสามารถในการแข่งขันคลัสเตอร์ของไทยในตลาดโลก 1 Starbucks Coffee CSR ในหลากมิติ ความรับผิดชอบต่อสังคมของบริษัท (Corporate Social Responsibility : CSR) เป็นสิ่งที่มีการกล่าวถึงกันมากในวงการธุรกิจของสหรัฐ ยุโรป และเริ่มแผ่ ขยายมาในภูมิภาคอื่นของโลก รวมถึงไทย ว่าเป็นแนวทางการทำธุรกิจที่เหมาะสมในโลกที่เต็มไปด้วยปัญหาสังคม และวิปริตทางธรรมชาติเกิดบ่อยขึ้นจากการทำลาย สิ่งแวดล้อม บริษัทที่แสวงหากำไรก็น่าจะมีส่วนร่วมรับผิดชอบในเรื่องนี้ Case Study 41 ในอดีตนั้นบริษัทมีจุดมุ่งหมายหลักคือ การ ทำกำไรให้กิจการและผู้ถือหุ้น การช่วยเหลือ สังคมของธุรกิจเป็นเพียงแค่ผิวเผินและหวัง ผลทางการประชาสัมพันธ์มากกว่า แต่เมื่อ ผู้บริโภค และ NGOs สามารถติดตามการ ทำธุรกิจของบริษัทโดยผ่านสื่อต่างๆ รวมทั้ง ทางอินเตอร์เน็ต ทำให้บริษัทถูกตรวจสอบ อย่างใกล้ชิด ไม่ว่าจะทำธุรกิจในประเทศใด เช่น กรณีของ Nike และ Wal-Mart ที่สั่งซื้อ เสื้อผ้าและรองเท้าจากผู้ผลิตในประเทศกำลัง...
Words: 1972 - Pages: 8
...benchmark economic conditions that contribute to improve profitability, business growth and market size. Starbucks strategy is also expanding market in globally to provide high quality coffee in convenient and visibility locations. They are continuing to innovate and extend the business with imaginative new ready-to-drink beverages and expanded packaged coffee offerings (Starbucks Financial release, 2007). Starbucks Corporation has established by purchasing high quality coffee beans and sells the customers along with a variety a specialty drinks and food that has met with an ever-increasing amount of success. Starbucks have succeeded several economic factors as well as price elasticity of demand. Price elasticity of demand can be determined by the percentage change in the quantity demanded with the percentage change in price. They should consider household income that people are willing to spend more on food and beverages when household income increases. Starbucks innovation in joint ventures has opened new markets and opportunities increasing product use among different demographics. Starbucks has proven to be highly innovative in business culture that offers prepaid cards, priced from $5 to $500. Joint ventures with Pepsi Company, Dreyer's Grand Ice Cream Inc and inspiring entertainment with the launch of "Hear Music" have developed Starbucks with great success. Starbucks has shown their values, leveraging market power, resources, and capabilities to achieve returns higher than...
Words: 3030 - Pages: 13
...L I V I N G O U R VA L U E S Corporate Social Responsibility Fiscal 2003 Annual Report STA R BU C K S M I S S I O N S TATEMENT AND GUIDING PRINCIPLES To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow. The following six Guiding Principles will help us measure the appropriateness of our decisions: • Provide a great work environment and treat each other with respect and dignity. • Embrace diversity as an essential component in the way we do business. • Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee. • Develop enthusiastically satisfied customers all of the time. • Contribute positively to our communities and our environment. • Recognize that profitability is essential to our future success. What It Means to Live Our Values at Starbucks We are very proud to present you with Starbucks third annual Corporate Social Responsibility Report, this year titled “Living Our Values.” Throughout our Report, we explain the measures we take to align our decisions and actions with Starbucks Mission Statement and Guiding Principles. The topics presented here relate to our definition of corporate social responsibility. They are subjects we also believe to be important to our partners (employees), customers, shareholders, suppliers, communities, and others. As information was gathered for each topic, we stepped back and asked ourselves if we are...
Words: 21812 - Pages: 88
...PLANET STARBUCKS TABLE OF CONTENTS 1 CONTENTS Background Problem Identification Main Issue Narrow SWOT analysis Functional Area Analysis Alternatives Recommendation Implementation PAGE 2 7 7 8 16 47 53 57 1 PLANET STARBUCKS (A) ‘Group B’ BACKGROUND About Starbucks: Starbucks is one of the finest coffee stores, popular among its customers for its aura with a very comfortable atmosphere to relax and the first rate music it plays. As in the 1990s, it is a store which has been almost everywhere throughout the United States and Canada. Starbucks was founded in Seattle by Gerald Baldwin, Gordon Bowker, and ZievSiegl in 1971. It started its operations as a gourmet coffee bean roaster and distributor. Howard Schultz joined the company as a member of their marketing team in 1982 and urged the partners to consider opening an Espresso bar alongside selling coffee. The company opened its first Espresso bar at its Seattle store. However, the partners didn‘t want to take the idea of expanding its Espresso bar line forward, as to them it resembled stepping into the fast-food business instead of focusing on their own business of roasting and distributing. In 1985, Howard Schultz opened Il Giornale after he left Starbucks. Il Giornale was an espresso bar that sold coffee and assorted coffee beverages made exclusively with Starbucks‘ beans. Two years later, Schultz bought the former Seattle Starbucks company, six stores and roasting plant, for $3.8 million. Schultz now was...
Words: 21170 - Pages: 85
...Administration Starbucks with Corporate Social Responsibility (CSR) “How Starbucks succeeds in a business world with CSR” 15 Credits Master Thesis (FEAD 01) Thesis Advisor: Bo Enquist Co-reviewer Lars Haglund The Authors: Sornchai Harnrungchalotorn Yaowalak Phayonlerd Karlstads universitet 651 88 Karlstad Tfn 054-700 10 00 Fax 054-700 14 60 Information@kau.se www.kau.se ACKNOWLEDGEMENT Acknowledgements Our thanks go first and foremost to our supervisor, Bo Enquist for his insight support and constructive criticisms during our writing of this thesis. Moreover, we would like to thank Samuel Petros S. for recommending the books and the way to conduct this thesis. We also want to thank the librarian at university for helping us to find the books to run this thesis. Page 2 of 41 ABSTRACT In the today‟s business world, there are many strategies being used to run businesses. In the recent past, the topic of Corporate Social Responsibility (CSR) has grown rapidly. People are starting to demand that companies take their social responsibility seriously. Many companies have started to engage in CSR as a strategy in order to gain benefits that can give them an added advantage over their competitors. There have been increasing numbers of companies engaged in CSR to run their businesses. Nowadays corporate social responsibility (CSR) can drive companies to succeed in business by increasing sales volume and brand awareness. We decided to choose Starbucks Company as...
Words: 11874 - Pages: 48
...The strategic capabilities involves to what extent Starbucks is able to use it resources and competences wisely and which capabilities are creating a competitive advantage. First, a model is made to select the resources from the competences and the unique resources and threshold resources. From these the core competences can be created and implemented in the VRIN-model. Resources Competences Treshold capabilities Treshold resources ● Financial resources ● Suppliers ● Stores ● Equipment ● Staff ● Worldwide stores in more than 60 countries Treshold competences ● Always say yes to the customer ● Personal service Capabilities for competitive advantages Unique resources Tangible ● Coffee ● Located world wide ● Technological resources ( Starbucks app) Intangible ● Brand/Trademark ● Atmosphere ● Word to mouth(online) ● Schooling program ● Loyalty program Core competencies ● Most recognized brand in the coffeehouse industry ● Exceptional customer services achieved through employee motivation ● Focus on high product quality ● Customer loyalty ● High CSR image Table *.* Resources, capabilities and competences of Starbucks With the table above, the core competences can be put in the VRIN-model to see if they have a competitive advantage. Resources and capabilities of Starbucks Is it valuable? Is it rare? Is it hard/costly to imitate? Is it non-substitutable? Competitive implication Located World Wide ( stores in 60 countries)...
Words: 606 - Pages: 3
...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 important;...
Words: 878 - Pages: 4
...For example I came across an article about how Starbucks, the worlds largest coffee company leveraged strategic CSR initiatives to gain competitive advantage to secure premium coffee from Etiopia and gain successful market access into India. Starbucks faced the risk of losing Starbucks Fair Trade coffee market share in the long-run. As a solution to this problem Starbucks developed partnerships to invest in coffee farmers in Ethiopia. As a result coffee yield from farmers increased due to the farming best practices they now could adopt, coffee quality increased and Starbucks developed long running relationships with these quality suppliers. In addition, the farmer’s standard of living also increased thus integrating business value and social progress. Secondly Starbucks when aiming to make a market entry in India adopted a India-specific CSR strategy to raise the domestic coffee industry to Starbucks standards and thus gain the government approval to enter the India market. Starbucks’s inital attempts to enter the Indian market had failed due to lack of political support, however with this startegic CSR startegy Starbucks was able to gain the local government support. It worked with Conservation International and the Coffee Board to raise coffee farmers to C.A.F.E. and Fair Trade standards and thus not only secured market entry but also secured local coffee supply thus reducing costs. It created a win-win situation as the farmers benefited as well and the initiatives raised their...
Words: 292 - Pages: 2
...Section 1 2.0 Introduction 2.1 Company History and Background 2.2 Mission and Principle 3.0 Stakeholder Analysis 3.1 Ethical theory Section 2 4.0 Dilemmas 4.1 Starbucks Cup Recycling 4.2 Starbucks Coffee Bean 4.3 The Dorosin Issue 4.4 Breastfeeding in Starbucks 4.5 Financial Loss 4.6 Starbucks Water Waste Section 3 5.0 Best practice 5.1 Official Website / information 5.2 Stakeholders 5.3 Environment 5.4 CSR – Corporate Social Responsibility Section 4 6.0 Recommendations 1.0 Methodology In this report will show that the ethical issues facing by Starbucks and the solution which can help Starbucks overcome the issues of Starbucks facing. Except researched the official website of Starbucks, but also viewing external agencies and individuals, journals and text books. Based on these sources, so author will be able provide an overview with objectivity of Starbucks organization. Besides, author appoints a stakeholder analysis, appropriate theory for state the better ways for Starbucks organization. In the beginning, it will show the company history, background and principles of the Starbucks organization. Based on these information can be enhance reader more understanding the Starbucks organization and find out what has been done or done in future and why Starbucks make these decisions. 2.0 Introduction Business Ethics can be define as the examination of the variety of problems that can arise from the business environment, and how employees...
Words: 4727 - Pages: 19
...Starbucks Coffee Brand Audit Simon Mc Nally Simon Mc Nally Table of Contents Starbucks Brand Audit May 10th 2010 Company Analysis ..................................................................................................................................3 Market Analysis ......................................................................................................................................3 Brand Analysis ........................................................................................................................................4 Consumer Analysis .................................................................................................................................5 Competitor Analysis...............................................................................................................................6 Strategy .....................................................................................................................................................7 Key Fact .............................................................................................................................................................. 7 Target Group ..................................................................................................................................................... 7 Proposition...............
Words: 3608 - Pages: 15
...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...
Words: 3958 - Pages: 16
...Starbucks Coffee Company – February 2007 [i] A case originally written for JUAS2006 Seminar, November 2006, Pittsburgh, PA Latest major revision – July, 2008; minor revision in January, June & Dec 2010 Written by Robert S. Atkin © 2006-2013 Robert S. Atkin General Background Starbucks is a phenomenon – in just under three decades it has become an internationally visible brand literally defining an industry not only in the US, but in selected countries in the EU, the Middle East and Asia (Please see Exhibit 1. For additional information, please see the firm’s website or its SEC financial 10-K filings). For example, in the decade ending 2005, worldwide revenue increased about 15-fold to nearly 6.9B USD, while net income increased about 19 times to 494M USD. Most of this growth can be attributed to a dramatic increase in stores (both domestic and international), various product development and product mix changes (including improved food and music production [ii]), and price increases (two in US company-owned stores in the past year averaging 5 and 9 cents/drink in October 2006 and July 2007). A Starbucks affinity card was a significant growth driver in the past few years, but is not expected to be a major driver in the next few years. [iii] Begun as a local coffee shop in 1971, the company grew modestly in the Seattle area until the mid-1980’s when Howard Schultz joined the firm. Convinced by a trip to Italy in 1983 that coffee could become the center of a social...
Words: 2261 - Pages: 10
...Company Background The first Starbucks opened in Seattle,on March 30, 1971, by three partners Jerry Baldwin, Zev Siegl, and Gordon Bowker. The three were inspired to sell quality coffee beans and equipment. The first Starbucks cafe was located at 2000 Western Avenue from 1971–1976. This cafe was later moved to 1912 Pike Place Market. In 1987, the original owners sold the Starbucks chain to former employee Howard Schultz, who rebranded his Il Giornale coffee outlets as Starbucks and quickly began to expand. In the same year, Starbucks opened its first locations outside Seattle in Canada. The first Starbucks location outside North America opened in Tokyo, Japan, in 1996. Currently Starbucks has over 20,000 stores in 65 countries. Starbuck’s growth Starbucks started off as a shop selling coffee beans and equipment in this section we will analyze Starbuck’s concept for growth and how it has become one of the biggest coffee shop in the world. After, Schultz acquisition of Starbucks in 1987, he made his dream became a reality by expanding Starbucks worldwide. Initially Schultz planned to open 125 stores in 5years. 1. Company owned store (No franchising) 2. Store design and ambience (Created its own in-house team of architects and designers to ensure that the store will have the right image) 3. “Starbucks everywhere” - Cannibalization (centralized buying) Management believes although blanketing cities with Starbucks store, new store might draw 30 percent of...
Words: 1106 - Pages: 5
