STARBUCKS CSR

Starbucks Corporate Social Responsibility (CSR)

ABSTRACT

The objective of this research proposal is to carry a comprehensive research on Starbucks Corporate Social Responsibility. Starbucks success is the main reason of investments and initiatives directed towards employees, customers, and other stakeholders. Starbucks has actively taken CSR as an opportunity to strengthen image in external communities that not only strengthened the brand equity of company but also added significant value in terms of business growth. Furthermore, this paper will also discuss the research objectives, research design, data collection methodologies etc. The paper will highlight the Project Plan which includes the outline of study and project timeline.

Table of Contents

ABSTRACT1

INTRODUCTION3

Introduction to Topic3

Purpose of the Study4

Research Objectives/Questions of the Study4

Hypothesis5

LITERATURE REVIEW6

Significance of Literature Review6

History of Starbucks6

Critical Success Factors of Starbucks Coffee7

Significance of CSR Initiatives at the Starbucks8

Future of Starbucks9

Conceptual Framework9

RESEARCH METHODOLOGY10

Research Design11

Research Method11

Confidentiality12

Limitation of the Study12

Ethical Concerns12

PROJECT PLAN14

Outline of the Study14

Project Timelines15

PERSONAL REFLECTIVE STATEMENT16

REFERENCES18

Starbucks Corporate Social Responsibility (CSR)

INTRODUCTION

Introduction to Topic

Corporate Social Responsibility is the idea which the stakeholders of the company uses for interaction, and for a healthy society, which they achieve their economic goals. CSR is the most important topic in the business world. Sometimes, it is neglected in many institutions, which results to poor CSR. CSR is the voluntary behavior of companies which helps in understanding the importance of it, in business. Corporate social responsibility (CSR) is defined as business behaviors based on ethical values and principles of transparency to include a strategy of continuous improvement in the relationship between the company and its parts, a relationship that includes customers, suppliers, partners, consumers, the environment, communities, government and society in general. It is a business strategy focused on increasing profitability, competitiveness and sustainability, serving as part of a new model of sustainable development (Piga 2002, pp. 13).

Starbucks Coffee Company is now among the coffee retailer giants. The company has as many as 10,000 coffee shops in more than thirty countries. Starbucks aims to become the most recognized brand of coffee. In order to achieve long term growth, Starbucks is utilizing effective marketing strategies. Currently, the company is relying on retail expansion along with the product and service innovation to achieve growth and success. In order to implement these strategies, Starbucks has opened new stores in both existing and new markets. Regardless of its popularity and success, Starbucks always remain one hand forward in adopting plans which will benefit the communities and environment of not only its country of origin, but, also in those countries where its stores are located (Amos 2001, pp. 11).

Purpose of the Study

The purpose of this study is to develop a research proposal for the Starbuck's Corporate Social Responsibility. Different companies are working for as CSR. These companies like Starbucks have begun to adopt the CSR as a result of pressure from consumers, suppliers, community organizations, activists, investors, etc. Therefore, the objective of this study is to evaluate the level of significance of CSR for Starbucks. Starbucks consider its CSR activities as tool to gain more market share and ...