CSR work of Starbucks: Analysis and Evaluation

Managing International Business Responsibly

MANAGING INTERNATIONAL BUSINESS RESPONIBLY: 1
Contents
Introduction................................................................................................................................2
Overview of your chosen company............................................................................................2
Analysis and evaluation of the CSR work of Starbucks............................................................3
Evaluating the Starbuck`s through core characteristics of CSR and stakeholder approach......4

MANAGING INTERNATIONAL BUSINESS RESPONIBLY: 2
Introduction
This report brings out the discussion of CSR (corporate social responsibility) of a company
named Starbucks. Companies have the responsibility and obligation to practise CSR
(corporate social responsibility) to make their operations sound by working for business and
social environment. In this report, Starbucks has become successful in the corporate world of
with its effective CSR Activities. Corporate social responsibility involves a code of conduct,
which is defined to be achieved in the mission statement of the company to become profitable
and obedience to the law, follow ethics and support the environment and society by
contributing money. In recent era, the competition has no longer only limited to high
financial performance but also extends to company`s CSR activity performance (Starbucks,
2010).
Employees and consumers are satisfied with well performing CSR of Starbucks. The annual
reports of the company shows how actively the company has linked its combination of
activities to the social, economic, and environmental perspective. Apart from identifying the
CSR activities of the Starbucks, the report has also evaluated the CSR activities of the
company through the core characteristics of CSR. The company has strategized the usage of
innovative technology to reduce the cost without harming the environment. The report
intends to find out how Starbucks deals with social responsibilities both in internal as well as
external business environment. Mainly the company focuses on five principle areas based on
value based services and core characteristics of the CSR (Spence, 2016).
Overview of your chosen company
Starbucks Company is an American coffee organisation and chain of coffeehouses. Starbucks
was founded in Settle, Washington in 1971 and is well known premier roaster, retailer, and
marketer of special coffee all around the world. That time, the company was also the

MANAGING INTERNATIONAL BUSINESS RESPONIBLY: 3
merchant of whole bean, ground coffee, spices, and tea. As of now, it operates 28218 retail
cafes worldwide. After 2008, Starbucks continues to expand in Argentina, Brazil, Belgium,
Portugal, Europe, Poland, Sweden, Netherlands, Bulgaria, and South Africa. It is also
considered as “second wave coffee” which distinguishes it from other coffee servers due to
its taste, customer experiences, and tastes (QSR, 2008).
The Company provides high quality coffee to the customers and focuses on product
innovation, expansion of its retail stores to provide best quality service to customers.
Starbucks has created its successful brand image by providing soothing and comfortable
environment with high quality coffee to the customers. Currently, Starbucks is able to
position its fame and has a leading position among all the brands of coffee (Fediuk, 2012).
The company has wide variety of offerings such as beverages, fruit, breakfast, snacks plate,
nutrition and bakery food but most importantly it offers brewed coffee. The company has
three major operating segments and each segment indicates and generates a considerable
percentage of revenue each year such as United States, International and global consumer
product group. The long-term objective of Starbucks is to maintain a standing and most
respected image of the brand. To maintain the brand image, Starbucks planned to continue
disciplined global expansion of its stores and introduce relevant product in all the distribution
channels (Nollet, Filis, and Mitrokostas, 2016).
Analysis and evaluation of the CSR work of Starbucks.
Starbucks shows strong commitment towards fulfilling its corporate social responsibilities
with an aim to create a positive image in the society. Starbucks has transparency especially
while dealing with consumers and media through events. The company is well known for its
well conduct of corporate social responsibilities, good governance, and ethical conduct.