Social Audit

Marketing is another key aspect that both Starbucks and Tim Hortons do differently for their company. Starbucks has intensely used technology applications such as for the iphone, in which a customer can use their mobile phone to make their purchases and it is also connected to the Loyalty Card that Starbucks has (Baker 2012). Starbucks also uses Facebook and online shopping to market their products. For example, in regards to social media, that area is part of the Marketing team in the UK and Ireland. They include customer care and public relations people, as well. Ian Cranna, Vice President for Marketing, stated that Starbucks believes “that customers want genuine and authentic interaction with the brands they choose to engage in online” (Lifting the lid on social… 2012). Starbucks hosted a “Frappuccino Happy Hour” and Cranna also

Starbucks is dominant coffee brand in North America, which also is well-known worldwide. Established in 1971 as coffee shop oriented to a niche of coffee purists, in late 1980’s it turned to be a constantly growing chain of stores that sold whole-beans and premium-priced coffee to mostly affluent, well-educated customers. In years 1992-2002 company was showing at least 5% annual growth. And by 2002 Starbucks was serving already 20M customers in 5886 stores (both operated and licensed) around the globe, had $3.3 billion net revenues and was opening 3 new stores a day in average.

Starbucks desire as the leader in the specialty coffee industry is to be acknowledged for its responsibility to coffee farmers and their families to improve their well-being. The corporation’s primary stakeholders are broad organizations such as, coffee trade associations, suppliers, and groups with interest in sustainable coffee production. Including non-profit groups focused on human rights, social justice, and environmental issues. Other stakeholders include governmental agencies such as, U. S. AID (Starbucks Corporation, 2010).

Starbucks has set a new standard in what the world sees as far as retail industry for ubiquity. The have become so big so fast that the premium status has been lowered to that of a common franchise. Their primary competitors today seem to Dunkin’ Donuts and McDonalds. Coffee is a daily habit for many people no matter what social level, economic status, or gender you hold. Starbucks tries to create or sell a certain type of lifestyle. This lifestyle is appealing to college students who go to locations to work or study or to people who want to reconnect with friends and family over a cup of coffee. Starbucks offers their customers many benefits and perks for not only buying their products but for staying and creating a comfortable atmosphere. Most locations offer free internet access and wireless charging stations for your phones or device. Because this generation seems to be very tech savvy an app also allows customers to order and pay for their item on the phone so they are ready for them right when they arrive. Starbucks also offers a membership program at no cost. These memberships also come with perks such as free drinks on your birthday and exclusive discount on food or

Starbucks is a company where social responsibility and ethical practices is one of their major concerns. Their mission statement that has laid out the guiding principles states that their guidelines of keeping people first and profits last will be a part of their culture and they try to live by them every day. These guiding principles and their mission statement has been in order of the company primarily because of the visions of Starbucks chair and founder Howard Schultz. The basic concern of Starbucks of social responsibility in its overall corporate strategy has a lot to do with the visions and goals of Mr.Schutz. His main aim is to balance social consciousness and profitability. He is true believer that ethical companies do better in

It offers a great opportunity for the future by expanding their final product distribution system, it can bring more potential customer to earn income. In additional, Starbucks also use the mobile application and an investment cooperation with square, the application of mobile payment integrated with Starbucks. This process for the customer create an easy to use, aligns for attracting new customer who prefer convenient consuming. Starbucks has set the bar industry’s progress and about 10% of all transaction in some countries has started using the application. This is a growing field with the progress of technology will drive more business to

Starbucks coffee is the company which is benefited by technology like its partnership with Apple Company to bring app based coupon card is increasing sales. Wifi facilities in every outlet help to increase brand value because consumers can surf net while sipping coffee (Makos, 2015). Using fuel efficient equipment to reduce gas and online delivery of coffee is also a new technological trend in Starbucks.

Starbucks try to variety their distribution strategy within use the internet and mobile application. Starbucks launched a mobile payment system. This technological advancement helped the customers to pay while sitting at the store with the help of their smart phones.

According to Pearse, social auditing is the process whereby an organization can account for its social performance, and report on and improve that performance. It also assesses the social impact and ethical behavior of an organization with regard to its aims and those of its stakeholders. Social auditing has proven to be an effective approach to measuring social benefits, social impact, and social performance.

Starbucks has been around for more than four decades, and from the very beginning it has worked hard to operate in an ethical manner. Starbucks ranked as Fortune Magazine’s fifth most socially responsible company in 2012. There are a number of good reasons for the high ranking. The company looks for better ways to develop sustainable production of its coffee. It has set in place some guidelines it calls C.A.F.E Practices, ensuring environmental leadership, economic accountability, and product quality. Starbucks also supports Ethos Water, which provides clean water to more than a billion people

According to a Starbucks case study in 2008 Starbucks, a specialty coffee retailing company, operates at a global level with 16,664 company owned and licensed stores in North America, Europe, Middle East, Australia and Africa(Shah, A. Thompson, A., 2010). In the US and Canada Starbucks is everywhere; with stores located within a short block away and in most grocery chains and shopping malls. Worldwide Starbucks is located in most major streets, airports, big shopping malls and metro stations. Starbucks aims to become a leading global company by making a difference in the lives of people worldwide.

Starbucks answers this demand for social responsibility through what they call a “global responsibility” report which addresses what the role and responsibility of a public for-profit company should be (Starbucks.com, Global Responsibility). It is structured in a point by point 20 page report detailing their stance on issues at home and abroad. Some of the pages in the report links to some of their other web pages that explain the topic in question in more detail. Their report follows GRI standards relatively well. Aspects such as strategy/analysis, organizational profile, report parameters, and governance/commitments/engagements are well covered. Their economic, human rights, society, and environmental performance

Starbucks values and respects the diversity of it 's culture.[1] Starbucks partners (the employees) are sought out and engaged to create a business environment as diverse as the communities and customers they serve.1

Starbucks is a multinational firm that mainly sells roasted specialty coffee in its established retail stores. With headquarters in United States, Starbucks also operates in more than 50 countries across the world. The company was established in 1971 and has expanded its operations within the US borders consistently since then (Seaford & Brooks, 2012). One of the most significant drivers for the good performance of the entity prior to 21st century was good reputation as an organization that was socially responsible and willingness to cater for the interest of its stakeholders. Remarkably, the current status of Starbucks has been attained mainly through the support of its hardworking and committed employees. For the first three decades,

Starbucks provide a large in store seating with free wi fi and a take-out service which only a few retail shops offer. The main target customers for Starbucks are office workers, with enough income, whom are able to afford the high prices of their products (Gaudio, 2003). The company has worked hard to establish itself as the brand leader with its branding as the most frequently drank coffee and noticeable brand logo. Introduction of promotions like the Starbucks Card, allows a more convenient way for a person to
pay for
your
drinks
and
earn
rewards
for
your purchase (Starbucks Coffee Company, 2011).
Furthermore, in‐store
promotions
accompanied
by
new
products and
amenities like free internet use are all strategies that Starbucks use to maintain their position in the market (Vasudha, 2011).