What Is Starbucks Pledging

To most feeble minded individuals, wearing you coffee would be a travesty. It signifies a mistake. A ruined garment. A wasted opportunity. Alas, let one not be restricted to the confines of society, try to think outside of the box. Wearing your coffee from Starbucks may actually be beneficial. In fact, it is, according to an innovative new startup. The Joule Caffeine Bracelet brings constant, consistent energy to the body without taking a sip of that beloved, brown bean nectar.

* Starbucks was one of the Fortune Top 100 Companies to Work For in 2008. The company is a respected employer that values its workforce.

“Starbucks mission is helps protect our culture and our reputation by providing resources that help partners make ethical decisions at work” (1). Starbucks goal is the building good relationship with work employees and customers that positively contributing to our communities and environment. Starbucks is always connect with millions of customers every day in different locations around the world. Starbucks stores are gathering place for meeting friends, business partners and family. Starbucks have more than 21,000 retailer stores in the 66 countries and there are 182,000 full time and part time employees working in the company and cafe stores.

Amanda Ripley’s article concerning Starbucks and Arizona State University’s collaboration to assist more workers pay for college is one with heavy support for the program. Through telling the story by using personal accounts from many of Starbucks’ employees who had gone through with the program, the reader is able to enjoy a more up close and personal experience.

As such a successful company, Starbucks has mastered the art of appeal. According to the Starbucks Coffee Marketing Plan 2010, the target market for Starbucks is young professionals. 40% of Starbucks’ market is composed of individuals ages 18-24, while 49% of the market is a 25-40 year old population. Rolling Stone, where Starbucks chose to publish this ad fits well with this target audience. Rolling Stone focuses on politics and pop culture, aiming to appeal to younger adults with 52% of their market between the ages of 18-34.

starbucks Corp., an international coffee and coffeehouse chain based in Seattle, Washington, has expanded rapidly since its opening in 1971. These outrageous success was due to its well-developed strategy vision which lay out the company's strategic course in developing and strengthening its business. Starbucks is a global corporation that sells authentic coffee in 30 countries, reporting revenues of nearly $5.1 billion in 2006. The main goal of Starbucks is to embrace diversity by applying the highest standards of excellence. Starbucks strives to perfect the relationship with the working class by making the service as fast as possible because they believe that every customer has their own personal rate. One

Starbucks celebrates 40 years with 17,000 stores in more than 50 countries (Goals & Progress, 2010). Starbucks thrive on their values as a company to improve the lives of people who grow their coffee, neighborhoods where the company does business, and they care for the environment (Goals & Progress, 2010). Starbucks strives to incorporate good business practices and ethics across the globe not only for the enhancement of the company but also for the enhancement of the stakeholders and the communities the company impacts. Starbuck’s mission statement is “to inspire and nurture the human spirit. As said by Howard Schultz, Chairman, President and Chief Executive Officer, in the 2010

Roughly 40% of Starbucks workers are staffed by minorities and 65% are staffed by women. Diversity and inclusion have been pillars and one of Starbucks main values as a corporation that C.E.O Howard Schultz has pursued making this corporation exceptional. In a more connected and globalized system, diversity is not only important to have but an essential one to remain competitive with other multinationals from other countries. Starbucks diversity has provided many groups such as women, Latinos, African Americans, and LGBT to have a place to work without discrimination and expand their opportunities in the workplace. Starbucks was one of the first to offer same-sex couples health benefits since 1996. The strive for inclusion and diversity has put Starbucks front and center for critique but has also provided a platform for workers that may fall in these minority group to work in while advocating for social change. An added bonus and opportunity for Starbucks is the activism and social awareness by today’s Millennials. In today’s society, it’s very easy to bring down profits and boycott brands for taking social stances to be more diverse. Millennials often point to Starbucks for taking this strong stance on a diverse workplace and this is where a great opportunity continues to exist even beyond their coffee compared to

The disparity between what U.S. college and high school graduates earn has more than doubled in the past thirty years, and a typical bachelor’s degree recipient can expect to earn 66 percent more than a high-school graduate over a 40-year career. We know more than 70% of our U.S. partners (employees) are students or aspiring students. We want to help. Supporting our partners’ ambitions is the very best investment Starbucks can make.

Starbucks positions itself as a place college students can hang out, study, write term papers and meet people. A Starbucks appeal to this consumer directly through introducing technology as soon as it comes available, focusing on social networking and actively cultivating a “cool” image. The young adult audience grows 4.6 percent each year (O’ Farrell).” However, the majority of the advertising is catered to Adults around the ages of 25 to 40. Adults seem to prefer a pick me up first thing in the morning on their way to work. Most Starbucks today have a drive thru to make it faster to grab and go.

Starbucks mission is to "inspire and nurture the human spirit-- one person, one cup, and one neighbourhood at a time.”

Starbucks customers are diverse, well educated, young business people looking for a quick and easy way to grab coffee on their way to work. Starbucks values a strong relationship with their customers so they are

Starbucks is a successful premium coffee retailer. Its target market sets as well-educated, white- color patrons between the ages of 25 and 44. There are three components of the brand, live coffee, service, and atmosphere. However, its brand image is losing while they focus on retail expansion.

42). Training doesn’t stop there, however. Baristas can expose themselves to additional training if they desire to become Coffee Masters, Shift Supervisors, or Store Managers. In fact, Michelli (2007) reports, “Starbucks consistently spends more on training than it does on advertising” (p. 282). The Starbucks corporation feels that the Starbucks Experience starts with their employees. If their employees are happy, their employees create better experiences for their customers. This creative approach to the management of people shows. Michelli (2007) highlights that the turnover rate at Starbucks is much lower than at other similar establishments, “120 percent less than the industry average” (p. 282). He further goes on to mention that “employees have an 82% job-satisfaction rate” (p. 282). This deep desire to treat employees fairly stems from Schultz’s ideals. He himself mentions, “As a business leader, my quest has never been just about winning or making money; it has also been about building a great, enduring company, which has always meant trying to strike a balance between profit and social conscience” (Schultz, p. 107). Many believe his deep sense of empathy stems from his early childhood where his father was ill and could not hold a job. This is reflected today in his treatment of his employees. All

Starbucks should look carefully into the areas around Latino and African American areas to better serve these communities. If Starbucks wants to continue winning the coffee war, they should pay close attention to these underrepresented groups. Latino population growth combined with their large consumption of coffee is precise for increasing profits. This recommendation correlates to strength 1 and 4 in the Internal Factor Evaluation Matrix. The range of Starbucks benefits from education, healthcare, and participation in stock can greatly serve young African American/ Black and Latino youth with the possibility to expand their knowledge and opportunities at a young age. Starbucks commitment to diversity and inclusion makes is a perfect catalyst