A Case Analysis on Starbucks’ Mission: Social Responsibility and Brand Strength

Topics: Social responsibility, Recession, Ethics Pages: 3 (933 words) Published: February 25, 2013
A Case Analysis On Starbucks’ Mission: Social Responsibility And Brand Strength Submitted To Professor Panda
Of
University of Maryland Eastern Shore Department Of Business School &Technology In Partial Fulfillment Of The Requirement BUAD300
By: Michael Kunle-Kehinde
February 4 2013

Summary
Named after the first mate in Moby Dick, Starbucks was founded in 1971 by three partners in Seattle’s renowned open-air Pike Place Market. Starbucks is now the third largest restaurant chain in the country, nearly 1,000 stores in 55 countries. It was the intention of director of retail operations and marketing Howard Schlutz to make Starbucks into “the third place” consumers frequent, after home and work. You can find a Starbucks in various settings including office buildings, bookstores, and university campuses. Starbucks promotes convenience by selling its products through retail outlets. In order to remain competitive, Starbucks has introduced many new products over the years. The recent global recession brought a change in policy, causing Starbucks to cut back on expansion in the US and focus more on international markets. Taking necessary measures to remain relevant, Starbucks has come up with successful, “keep customers coming” methods such as, Breakfast pairings, VIA instant coffee, Starbucks card, even a mobile app. Another key part of the Starbucks image involves its commitment to ethics and sustainability, “people first, profit last”. Because of its strong corporate culture, Starbucks has been ranked Fortune’s “100 Best Companies to Work for” for nearly a decade as well as being voted “Most Ethical Company” Founder and chair Schlutz is a true believer that ethical companies do better in the long run. Starbucks is also actively involved with nonprofit organizations around the globe including but not limited to Bono’s Product RED who raise money for HIV and AIDS research. The company also makes $14.5 in loans t poor farmers around the world. Schlutz key...
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