Starbucks Case Review
BUS 3950
Business and Society
Case Review
Case 6:
Starbucks’ Mission: Social Responsibility and Brand Strength
“People first and profits last”, that is Starbucks mission; they strive to “provide a great work environment and treat each other with respect and dignity” (Ferrell, Ferrell, & Thorne). The company was founded in 1971 by three partners in Seattle’s renowned Pike Place Market. They are now operating nearly 17,000 stores in 49 countries (Ferrell, Ferrell, & Thorne). Their company mission sets the standard for how they conduct business generating with top management right through to your local community Starbucks. Although they have faced challenges and criticism for their business practices, Starbucks continues to be one of the leaders in corporate and community social responsibility. Company founder and chair Howard Schultz has long been a public advocate for increased awareness of ethics in business. He often speaks at Universities stressing the importance of balancing profitability and social consciousness (Ferrell, Ferrell, & Thorne). During the recent recession Starbucks has made many efforts improve customer satisfaction. Starting with refocusing on the customer experience as a key component in the company’s brand and introducing many new products and deals to reach the money conscious coffee lover. They introduced an affordable Pike Place Blend, and a value meal called Breakfast Pairings for $3.95. To gain footing in the lucrative instant coffee market, Starbucks introduced VIA instant coffee, which in a short time has proved successful (Ferrell, Ferrell, & Thorne). Starbucks has been ranked for nearly a decade on Fortune’s “100 Best Companies to Work For” (Ferrell, Ferrell, & Thorne). Starbucks has always considered the creation of a good work environment a top priority. Their fortitude has helped create one of the best health-care programs in the coffee industry. All Starbucks employee’s who work
Business and Society
Case Review
Case 6:
Starbucks’ Mission: Social Responsibility and Brand Strength
“People first and profits last”, that is Starbucks mission; they strive to “provide a great work environment and treat each other with respect and dignity” (Ferrell, Ferrell, & Thorne). The company was founded in 1971 by three partners in Seattle’s renowned Pike Place Market. They are now operating nearly 17,000 stores in 49 countries (Ferrell, Ferrell, & Thorne). Their company mission sets the standard for how they conduct business generating with top management right through to your local community Starbucks. Although they have faced challenges and criticism for their business practices, Starbucks continues to be one of the leaders in corporate and community social responsibility. Company founder and chair Howard Schultz has long been a public advocate for increased awareness of ethics in business. He often speaks at Universities stressing the importance of balancing profitability and social consciousness (Ferrell, Ferrell, & Thorne). During the recent recession Starbucks has made many efforts improve customer satisfaction. Starting with refocusing on the customer experience as a key component in the company’s brand and introducing many new products and deals to reach the money conscious coffee lover. They introduced an affordable Pike Place Blend, and a value meal called Breakfast Pairings for $3.95. To gain footing in the lucrative instant coffee market, Starbucks introduced VIA instant coffee, which in a short time has proved successful (Ferrell, Ferrell, & Thorne). Starbucks has been ranked for nearly a decade on Fortune’s “100 Best Companies to Work For” (Ferrell, Ferrell, & Thorne). Starbucks has always considered the creation of a good work environment a top priority. Their fortitude has helped create one of the best health-care programs in the coffee industry. All Starbucks employee’s who work
References: Ferrell, L., Ferrell, O., & Thorne, D. M. Business & Society; A Strategic Approach to Social Responsibility & Ethics (4th ed.). Mason, OH, United States of America: South-Western Cengage Learning.