Proposal: Starbucks' Campaign for Reducing Plastic Cup Consumption

This proposal addresses the issue of excessive plastic cup usage at Starbucks, particularly in Indonesia, and its negative impact on environmental conditions. The study employs the DMAIC (Define, Measure, Analyze, Improve, Control) model to identify the root causes of the problem and propose solutions. The report highlights the current state of plastic cup consumption, emphasizing the environmental consequences and the need for change. The primary goal is to organize a campaign to educate consumers about the benefits of reusable mugs and encourage a shift away from plastic cups. The analysis includes a cost-benefit assessment, considering the financial and environmental impacts of the proposed changes. The study also examines the role of corporate social responsibility and the potential for Starbucks to enhance its brand image by promoting sustainability. The proposal suggests strategies to minimize plastic cup usage, aiming to improve environmental conditions and fulfill corporate responsibilities. The campaign will be conducted in malls before Christmas to connect with a large audience and communicate the message effectively. The report further discusses the need for biodegradable cups and the importance of raising awareness among consumers about the long-term effects of plastic on their health and the planet. The overall aim is to reduce plastic waste, improve environmental sustainability, and enhance Starbucks' corporate image.