Starbucks Case Study

Topics: Coffee, Fair trade, Starbucks Pages: 3 (995 words) Published: March 10, 2013
Coffee gives some of us a sense of warmth and comfort and makes some feel energized, as it surrounds our senses and begins our morning routine. Each company has a different method of marketing and promoting their brand. In addition to high quality coffee, Starbucks focuses on its' global and social responsibility in doing right by the people who grow the coffee, and protecting the environment through recycling and conservation efforts as well as community outreach. One way Starbucks defines itself is the responsibility they take in attaining the best coffee beans through ethical sourcing of their raw materials. Starbucks works with Conservation International to develop ethical sourcing guidelines to help the business purchase coffee that is "responsibly grown and ethically traded" ( On the company website ( they state that they believe in buying coffee in a sustainable way, in which the people and the field in which the coffee is grown are respected and preserved. They require all suppliers to verify the amount of farmers that are paid for their coffee beans. Starbucks monitors, and has third party verifiers who evaluate the working conditions of growers and roasters, and has put in place certain measures to manage waste, protect local resources, and preserve the environment. The coffee is labeled "Fair Trade Certified" to show that the company is empowering the farmer, and protecting the environment. They are the only coffee company to be "Fair Trade Certified." In part this is a marketing opportunity, but in addition, Starbucks states its company goals and progress to further differentiate the company and make purposeful strides toward social responsibility. In marketing their product Starbucks added social responsibility by developing comprehensive recycling solutions for its' paper and plastic cups, which is currently being tested in a New York pilot project. The company's goal is...
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