Running head:( STARBUCKS)
Columbia Southern University
1.Starbucks has worked hard to act ethically and responsibly. Has it done a good job communicating it efforts to consumers? Do consumers believe Starbucks is a responsible company? Why or why not? Starbucks opened up in 1971 in Seattle as the first Italian company in United States to have a coffee house for customers. The idea was to have a setting of Italian elegance, a personal treat and a social gathering spot.(Keller & Kotler,2012). Starbuck has worked tremendously hard to store an image that it has become the most frequently visited retailer in United States with an average of 18 times a month (Kotler & Keller,2012). Starbucks is known as a responsible company since it started its operation in 1971. It has been a leader in its social responsibility at giving back to its communities , the environment and in its ethical sourcing. "Leadership- starbucks," (2013) indicated Starbucks has responsibilities at sharing resources with the private sector by improving community education, employment, health, housing and safety. In a similar manner Starbucks has a foundation that is dedicated to the development of young people to become extraordinary leaders, by investing in the leadership skills required for the changing global economy.("Leadership-starbucks,"2013) Most importantly Starbucks has created jobs for across the country. Starbucks is also committed to buying and serving the highest quality coffee and only buys from responsibly grown and ethically traded companies ( "Leadeship-starbucks,"2013). The primary reason Starbucks buys coffee this way is because it believes in doing good for future farmers and helps mitigate the impacts of climate changes for the planet. Generally speaking the Starbucks brand is doing everything which attracts customers and expands the business and provides a steady job for employees. In an effort to being a more ethically responsible company Starbucks has implemented a recycling program as a priority towards more green environment. In the book titled, Marketing Management (2012) Kotler &Keller Indicated the following: Starbucks defines a recyclable cup not by what the cup is made of but by our customers actually having access recycling services. Starbucks goal: make 100 percent of its cups recycled or reused by 2015.The firm also emphasis energy and water conservation and building green, LEED certified building around the world.
Starbucks success lies in the product and services and its relentless commitment and enlightened responsibility. Starbucks provides comprehensive healthcare for it employees including part timers and a stock purchase plan to participate in its financial success(p.649).
Initially Starbucks is a responsible company that provides quality products and services to its consumers around the world. Its effort toward the global environment and community makes consumers trust the brand, Therefore allowing success for it great efforts.
2.Where does a company like Starbucks draw the line on supporting socially responsible programs? For example how much of it annual budget should go towards these programs? How much time should employees focus on them? Which programs should it support?
Starbucks is known as a vey socially responsible company because of its efforts towards community and environment. It has a vested interest in its employees, products and services and is growing rapidly because of its ethical and social responsibility. In order to understand the commitment of Starbucks, lets understand what defines social responsible programs. My own definition of corporate social responsibility is defined in one word integrity. According to Kotler & Keller (2012) the business world defines corporate social responsibility as the proper legal, ethical and social responsibility behavior of a company and its operations within society and public....
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