A Case Analysis on Starbucks’ Mission Social...

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 â€Å"the third place† consumers frequent, after home and work. You can find a Starbucks in†¦show more content†¦Its reputation is built on product quality, stakeholder concern, and a balanced approach to all of its business activities. In spite of Starbucks efforts to maintain high ethical standards, the company has garnished harsh criticisms on issues such as lack of fair trade coffee, hormone added milk, Schlutz alleged financial links to the Israeli government and that the company’s relentless growth has forced locally run coffee shops out of business. The challenges that the company has experienced and will continue to experience have convinced it to focus on its strengths. And despite setbacks, allegations, and the recession, the future looks bright for Starbucks. Questions 1. Why do you think Starbucks has been so concerned with social responsibility in its overall corporate strategy? Starbucks has been so concerned with social responsibility for two main reasons, to investigate its negative impact on the company’s financial and nonfinancial rewards. According to our textbook, Starbucks has been engaged in responsible business practices almost from day one. Being socially responsible Starbucks has its financial and nonfinancial rewards say Schultz. â€Å"Whom is a firm believer of ethics, theyShow MoreRelatedStarbucks’ Mission Social Responsibility and Brand Strength Essay763 Words   |  4 PagesThe case â€Å"Starbucks’ Mission Social Responsibility and brand Strength† basically discusses many things. It briefs you on how Starbucks came about in 1973 and how the company has evolved since then and the importance of defending its image. The company did many things to defend its image such as putting money back into the stake holder. Also Starbucks make a happy work environment by giving their employees full benefits. 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