Starbucks Sustainability

Starbucks Sustainability Initiative

Executive Summary

Starbucks are one of the giants in the market who have established themselves overpoweringly. They are known for their quality. It has a rich history with struggles and innovations. As for now they have attained the status of eco-friendly by targeting green consumerism. They keep on adding innovation in their product to not only capture the new market but retain the interest of old loyal customers. They give priority the consistency in the product taste and assurance of the quality. They also sell hot beverages, cold beverages, sandwiches, pastries and other snacks. They have a tough competition in the market, but they are maintaining their leading position. Their customer service is one of their competitive advantages that keeps the consumers in the center and remain in close contact with their post purchase behavior. They keep in bringing new food items in their menu and most recently they have changed their logo from only coffee café to beverage place with snacks. Starbucks has taken some profound initiatives to ensure they care for the earth and environment hence believe to be working for a green product. They have shown serious attitude towards recycling and handling waste material. They have LEED certification program. This is a U.S. based Green Building Council that makes sure for all the needed safety of the building and the people within. Green certification has given them immense support socially because socially responsible consumers value such initiatives. Starbucks only have to work on creating awareness for the necessity of sustainable consumerism. Competitors' analysis shows a positive edge that Starbucks has. The economic recession can be one outrageous situation that can go beyond the control of the company.

Introduction

Starbucks are a chief retailer in special coffee beverages and beans with complimentary food and merchandizes. It offers its customers with some unique coffee experience. It tends to be known as a place in where customers enjoy professionally brewed coffee along with other refreshments with friends and families. Informal business meeting takes place in the same environment. Besides it also serves other than coffee products like tea. In year 2011, they changed their logo in order to reflect the desired changes since they had aimed to remove the word 'coffee' form their logo. In this research paper, I will focus to explore various products in accordance with green product designs. How well they are sustaining to their claim against their competitors.

Their annual sales are more than $9 billion with profit more than $400 million. They have more than 6,600 retail stores, and in 41 countries have licensed 3,700 airports and shopping centers. On average Starbucks, customer visits the store almost 18 times in a month. Besides their direct retailing, they have concrete strategic partnerships with Dreyer's Grand Ice Cream, Kraft Foods, Barnes & Noble Booksellers, Jim Beam, United Airlines and Pepsi. They use their strategic alliances to widen their product distribution.

The Eco-friendly is little new concept in the present market, yet has gained immense ...