Greenhouse Gas and Starbucks

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Marketing Research

Planned Projects, Goals and Objectives
Starbucks is now starting there two new major projects which are the “Our Next 40 Years Begins Now” and “Explore Green Store”. The project, “Our Next 40 Years Begins Now”, started on March 8, 2011 marked its 40th anniversary, and as part of their celebration they had introduced their new logo.

“As you start to see it out in the world, I hope you’ll start to appreciate the simplicity and elegance of the new design. I like the new mark because I feel that we’ve unleashed the Siren, a mythological figure who represents the romance and creativity that inspired the founders of Starbucks 40 years ago. I hope that unleashing that energy – that mojo – will keep us (and you) inspired for the next 40 years.”, posted by Thomas P., interactive content manager of Starbucks, in there site due to the reactions of some of the customers who had negative remarks to the new logo of the store. As the company had publicized it would take time for the new signage of the local stores here to be changed since there are 16,500 stores worldwide.

Howard S. the Starbucks chairman, president and chief executive officer also gave its statement on the renewal of the signage of the store as they celebrate the 40 years of the business. He quoted, “Throughout the last four decades, the Siren has been there through it all. And now, we’ve given her a small but meaningful update to ensure that the Starbucks brand continues to embrace our heritage in ways that are true to our core values and that also ensure we remain relevant and poised for future growth.

“As we look forward to Starbucks next chapter, we see a world in which we are a vital part of over 16,000 neighborhoods around the world, in more than 50 countries, forming connections with millions of customers every day in our stores, in grocery aisles, at home and at work. Starbucks will continue to offer the highest-quality coffee, but we will offer other products as well – and while the integrity, quality and consistency of these products must remain true to who we are, our new brand identity will give us the freedom and flexibility to explore innovations and new channels of distribution that will keep us in step with our current customers and build strong connections with new customers.”

The other major project of the store is the “Explore Green Store” in which the business will start designing and building their stores with locally sourced products, reusing or recycling materials where they can, and finding ways to lower the amount of water and energy they consume to reduce the impact of the stores have on the planet.

When it comes to environmental sustainability, Starbucks experience has proven the power of collaboration. By working with non-governmental organizations, policymakers, competitors and others, the business can tackle common challenges. Together they are advancing a number of meaningful initiatives and taking bold actions that they believe are having a significant impact on the entire food-service industry. Starbucks innovative energy and water conservation strategies in the stores continue to be their key priorities, with potential to significantly reduce their environmental footprint.

Starbucks purchased 50 percent renewable energy (in the form of renewable energy certificates or RECs) in US to power its global company-owned stores, and is well on its way to achieving its goal of 100% renewable energy by 2015.

Starbucks Climate Strategy

Starbucks has been implementing a climate change strategy since 2004, focusing on renewable energy, energy conservation, and collaboration and advocacy. They're working to significantly shrink their environmental footprint by conserving energy and water, reducing the waste associated with their cups, increasing recycling, and incorporating green design into our stores. They're also committed to championing progressive climate change policy in partnership with...
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