My Research on Starbucks
While reading, Management principles we learned In business, Corporate Social Responsibility (CSR) is valued not just for a business but also for the consumer. In spite of some business having great successes in practicing CSR, other businesses or organizations have disagreed about the benefits of it. I decided to pick a business like starbucks that has so much social standpoint. How did Starbucks succeed in a business world by using CSR as a long term strategy. I used the CSR strategy we learned in our management principles. In fact i learned that Starbucks uses innovative technologies to increase their products and reduce costs and of course by having no damage to the environment.
Starbuck Coffee Company was founded in 1971, the first retail store opened in Seattle’s Pike Place Market. The company’s name was inspired by Moby Dick the book that’s how the logo of the mermaid came about in their famous coffee cups. In 1981 Howard Schultz wanted to be part of this coffee organization and believed he could build coffee bars all over the united states. However the owner wanted a more traditional approaches disagreed with Howard and he was let go. In 1987, the owners decided to sell Starbuck in Seattle, when Howard heard of it, he immediately wanted to buy the first Starbucks and was finalized in August 1987. So he became Starbucks president and CEO until this day.
In terms of CSR Starbucks has a good ethical conduct and social responsibility. This is believed to be at the core of how the organization has runned their business. Starbucks has overcame to create and increase every year the value for their shareholders . The organization has always focused on maintaining that relationship The meaning of CSR in terms of Starbucks as a company is by running the business that produce social, environment and economic benefit for their communities.It seams that the organization has alway favored their stakeholder. Not only by Attracting and retaining their employees, customer loyalty, reducing operating cost, is a few of the benefit the company offers.
I think the biggest challenge for Starbucks to effectively achieve their CRS goals is how they run their many Starbucks locations. How will they be able to make sure each coffee bar has the same products that are offered in various states? Apart from that, Starbucks needs to make sure he is always innovating their products, people don’t just want a regular cup of coffee. They want something different with caffeine. What i mean by that, is that starbucks always has a seasonal drink being the pumpkin spice for the fall or their unicorn frappuccino in the summer. This innovation also needs to be constant to maintain their social standpoint.
I feel like nowadays with technology advancing every day an organization needs to pay greater attention to their social media as everyone has either a facebook, instagram or twitter. They use their consumer to market some of their most popular drinks. You don’t see starbucks on a billboard on the highway or in a ad section in a magazine. Ten years ago this was not as important as it is today. They use us, their consumers as free marketing of their products. Also, Starbucks creates opportunities for their communities, regardless of any discrimination. In regards to the environment, they have always put that into account with their stakeholders and the consumers. They have reusable cups and paper straws. I think the same with technology, people are more and more being aware that we as humans are ruining our planet with the immense use of garbage. And of course starbucks stepped up and created many environmentally safe items for their business.
Starbucks has CSR as a tool to run their business effectively. In summary, CSR can build competitive advantage over their competitors by engaging in CSR into every part the company. I think that the company has come to correct the way to run business by fully practicing CSR and keeping their market position.