Starbucks Marketing Audit

The problem of controversy sparked from a video created by a regular Starbucks costumer and conservative Christian Joshua Feuerstein, who claimed “that Starbucks wanted

1. There are several sections to an annual report. The two main sections are the written section from management to shareholders, and the second section is the 10-K. The written section is entirely optional; some companies omit it while others prepare an extensive write-up. There is no set form for this section. Starbucks' 2011 Annual Report has a 4 page write-up with a letter from Howard Schultz and a brief description of the company's business for the past year. The 10-K does have a set form. It includes a five-part discussion of the business; the financial data, which is the largest part of the report; a five-part discussion of relating to governance and the executive and the last part is the exhibits.

Starbucks prides itself on making a commitment to ethics and sustainability. One of its efforts towards that commitment is creating the Shared Planet website, which focuses on Starbucks efforts environmental efforts along with community involvement. The site provides timelines and updates as the company achieves their social responsibility goals (Ferrell, Fraedrich, & Ferrell, 2015). Starbucks focus on business ethics and social responsibility has the ability to provide financial advantages for the company. In recent history, Starbucks set out a goal to ethically source 100% of its coffee by 2015 (Ritter, 2014). While these efforts have to be accurately accessed to ensure that it is not only socially and environmentally safe, all decisions

External Environmental Analysis of Starbucks and the Coffee Industry Harold Brown Strategic Management March 3, 2011

There were many contributing factors to Starbucks’ success in becoming the leading coffee brand worldwide. Starbucks value proposition was to provide a ‘live coffee’ culture. The primary value included providing high quality coffee to consumers all around the world. They controlled the greater part of the Supply chain from the growth of coffee beans to the dissemination in retail stores. This was done to ensure superior quality as compared to other brands in the market. The second value was to provide the befitting atmosphere keeping interior design as a critical factor. With most of their coffee stores located in high-visibility places, it proved to be convenient and provided the inviting environment to ordinary customers who wanted to escape

Currently, The Broadway Café is the only coffee shop in the area. However, recently, there have been postings that a Starbucks plans to move within the vicinity of our business. To improve the business and create a competitive advantage, we must first, research the competition through environment scanning (Baltzan & Phillips, 2007). Environmental scanning is the acquisition and analysis of events and trends in the environment external to an organization (Baltzan & Phillips, 2007). After reviewing the website of two competitors, Starbucks.com (2010) and Panera.com (2010), it appears these businesses are technologically advanced. The first step this Café must make is to install computers to provide accurate record keeping and store information. We have to develop a plan for employees that create an environment of respect and dignity in which leads by example and gives back to

Environment analysis enhances the Starbucks brand equity than its Competitor. It focuses on quality of coffee and services with positive experience (Liz,

One particular bump was their 2015 “#RaceTogether” Campaign. In an effort to address and participate in the ongoing dialogue about race issues in the United States, Starbucks initiated a campaign in which barista’s wrote “#RaceTogether” on their signature cups and engaged in conversation with patrons about race and race issues. Almost immediately after the campaign was launched, it was met with major backlash, particularly on social media platforms (Ziv, 2015). Though the intentions of the campaign seemed good and fit Starbucks’ constant efforts to stay progressive and involved in the community, the idea that board members created this scenario to be carried out all the way down their corporate hierarchy to baristas did not translate well. Starbucks’ board of directors is made up of predominantly white males which created a more controversial dynamic to have lower ranking employees engage with complete strangers about one of the most difficult topics to discuss. It read as even more offensive to customers, particularly customers of color, that the generally white male higher-ups of the corporation are forcing such an uncomfortable discussion for people usually trying to spend the least amount of time in Starbucks in the first place. This campaign seemed to conflict with the initial values that Starbucks has for its

Starbucks opened in 1971, as a single store in Pike Place Market, Seattle. Starbucks only grew and grew since its first store, selling more than 30 different blends of exotic coffees along with a large plethora of other beverages and snacks (Company Profile). The coffee company grew into the world's largest coffee marketer of coffee, Starbucks has dedicated itself to honour its mission which is “to inspire and nurture the human spirit- one person, one cup and one neighbourhood at a time (Company Profile) . The company believes in reducing its impact on the planet and to promote a positive change through its actions. Starbucks provides their goals and processed on how their game plan of how they are planning on achieving their environmental goals. The company claim that they have been promoting the use of reusable cups as well as increasing the amount of recycling that is done in their stores (Starbucks Recycling) Starbucks has made a goal to cut their water consumption by 25 % by last year (Energy and Water) Moreover, Starbucks has installed Energy Management Systems in over 4,000 of their stores (Water and Energy). Starbucks acknowledges their responsibility in becoming more sustainable, claiming that they are only doing the best for the planet. Starbucks has also been LEEDS (Leadership in Environmental and Energy Design) certified

In today’s business world, companies have changed. Companies are looking to adjust to their business and community expectations by making changes in the technological machinery and devices they use to reduce the company’s negative environmental impact. In order to sustain economic businesses, companies should not only concern about the financial benefits, but also ethic firms have to care about people, society, and the environment as well (Elkington 72). A portion of their profits goes to programs in charge of reducing any negative effects and promoting sustainable and social development. This social responsibility has been implemented with the purpose of satisfying the company’s and the community’s necessities in order to create a good and long-term win-win relationship. Corporate Social Responsibility (CSR) is becoming essential for today’s company’s success. Corporations have the obligation of developing strategies that will benefit employees, customers, and the community. Today we will focus on how Starbucks has made use of its corporate social responsibility to succeed in the business world and how Dunkin Donuts is still trying to stay in the market. After oil, coffee is the second most valuable commodity in the world. More than 50 percent of Americans drink coffee everyday — three to fourcups each, more than 330 million cups a day and counting (Neal).

Their happy workforce creates maximum productivity—willingly. Trust and respect between the workers and management is an integral part of the company’s success.

T able of Contents   1. 2. Introduction Company Analysis 2.1 Foundation and Development 2.2 Internationalization 2.3 Products and Services 2.4 Recognition and Awards 3. Ethical Sourcing 3.1 C.A.F.E. Practices 3.2 Coffee Purchasing 3.3 Farmer Support 3.4 Forest Carbon Programs 4. Green Store Design 4.1 Energy Conservation 4.2 Renewable Energy 4.3 Water Conservation 4.4 LEED® certification and Green Building 5. Recycling 5.1 Reusable Cups 5.2 Store Recycling 6. Corporate Social Responsibility 6.1 Community Initiatives 6.2 Youth Action Grants 7. 8. 9. Conclusion Appendix Bibliography .. ... . .. 3 4 4 4 4 5 6 6 6 ... 7 .. 7 .. 8 8 . 8 9 9 10 10 10 12 12 12 14 15

Bryan C. Seaford, TIAA-CREF Robert C. Culp, Tuscan Sun, Inc. Bradley W. Brooks, Queens University of Charlotte

In the restaurant industry, a restaurant prepares and serves food, drink and dessert to customers in return for money. Meals are generally served and eaten on premises, but many restaurants also offer take-out and food delivery services. Restaurants vary greatly in appearance and offerings, including a wide variety of the main chef 's cuisines and service models. While inns and taverns were known from antiquity, these were establishments aimed at travellers, and in general locals would rarely eat there. Modern restaurants, as businesses dedicated to the serving of food, and where specific dishes are ordered by the guest and generally prepared according to this order. A restaurant owner is called a restaurateur; both words derive from the French verb restaurer, meaning "to restore". Professional artisans of cooking are called chefs, while preparation staff and line cooks prepare food items in a more systematic and less artistic fashion.

Factors in the global environment provide both opportunities and strengths for Starbucks. Opportunities such as increased revenues, further expansions, and achieving their goal of becoming the most respected brand worldwide. Starbucks also faced threats. These threats include dealing with growing antiglobalization overseas and their huge risk of less return on each overseas store, this deriving from overseas operations being run by local partners instead of Starbucks