STARBUCKS CASE

Nowadays sustainability had become a serious issue for different businesses and companies.

In the following case we can see how Starbucks the most well-known, multinational cafe house chain is managing its CSR policy and sustainability. In a market with such a high competition it is essential for firms to work on creating competitive advantage which can be also the question of sustainability.

It makes a very important part in the company´ s strategy to understand global issues and industry players in order to stand above the competitors. Starback had began to work with its sustanability policy in 2004 and since then they have created different campaigns and events.

It was advised to starbucks that they integrate sustainability messages into their marketing in customer levels.

Additionally, the company has created the Starbucks Shared Planet campaign in 2008. Starbacks is deeply engaged in only fairtrade purchasing of the coffee. In their website under Responsibility section, we can read about their CSR strategy more widely. We can see that the two main issues that the organization focuses on are ethial issues and environmental issues.

Environmental initiatives are for example the reduction of waste, recycling, creating greener stores and the reduction of the companys ecological footprint. Ethical considerations are creating long-term and stable relationship with suppliers to deliver the best quality coffee,tea and other products and to merchandise other ready made items from local suppliers in order to support them. Luckily as a world wide well-known company, Starbucks has the chance to influence other organizations and people to initiate and support the change that eventually will become the question of surviving.

Sources: http://www.starbucks.com/responsibility