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Starbucks & Ethics & Social Responsibility

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Case study on Starbucks (coffee)

1. How does this company handle ethics and social responsibility in marketing this individual product?

2. How does this company handle ethics and social responsibility in marketing company as a whole?

3. How does this company compare to other companies in the same industry?

I answer the other 4 questions but I want some supporting information

Good introduction and conclusion

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Solution Summary

This solution studies Starbucks and how they handle ethics and social responsibility for marketing their coffee, and the company as a whole. It compares Starbucks to other companies in the same industry. It includes an introduction and conclusion as well as links and examples.

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Coffee gives us a sense of warmth and comfort, as it envelops our senses and begins our morning routine. It also adds an exotic touch to our day with coffee sourced from faraway lands. Each company has a different method of marketing and promoting their brands. Starbucks focuses on its' global and social responsibility in doing right by the folks who grow the coffee, and protecting the environment through recycling and conservation efforts as well as community outreach in addition to high quality coffee.

One way Starbucks defines itself is the responsibility they take in procuring the best coffee beans through ethical sourcing of their raw materials. Starbucks worked with Conservation International to develop ethical sourcing guidelines to help the company purchase coffee that is "responsibly grown and ethically traded" (http://www.starbucks.com/responsibility/sourcing). On the company website (www.starbucks.com) they state that they believe in buying coffee in a sustainable way, in which the people and the field in which the coffee is grown are respected and preserved. They require all suppliers to verify the amount farmers are paid for coffee beans.

Starbucks monitors, and has third party verifiers, evaluate the working conditions of growers and roasters, and has put in place measures to manage waste, protect local resources, and preserve the environment. The coffee is labeled "Fair Trade Certified" to show that the company is empowering the farmer, and protecting the environment. They are the only coffee company to be "Fair Trade Certified." In part this is a marketing opportunity, but in addition, Starbucks states its company goals and progress to further differentiate the company and make purposeful strides toward social responsibility. In addition, the company has increased purchases of coffee sourced under C.A.F.E. practices from 81% to 84% in 2010 (New York Times, 2011).

In marketing the ...

Solution provided by:
Sally Baldwin, Ed.D
Education
  • BA, University of Southern California
  • MSS, United States Sports Academy
  • Ed.D, Boise State University
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