How well has Starbucks accomplished positive brand management through their CSR engagement strategies?
Corporate Social Responsibility has become an area of interest and focus for firms that want to create an excellent public image and attract more customers. Nowadays, corporate social responsibility (CSR) can drive companies to succeed in business by increasing sales volume and brand awareness. Starbucks is one such firm that has embraced Corporate Responsibility (CR) strategies to help it achieve different predetermined goals. Starbucks was founded in 1971, and the first retail store was set up in Seattle's Pike Place Market. It has since grown to become a reputable coffee dealer. Starbuck's CSR strategies are founded on three pillars; environment, ethical sourcing and community.
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The company works with and in communities to impact them positively. It comes up with community stores that partner with local nonprofits. The purpose of these nonprofits is to offer services that are crucial in meeting the particular community's needs. On the other hand, Starbucks donates between $0.05 and $0.15 per transaction to the nonprofit partner. There are several such community stores with this kind of arrangement. The company offers training opportunities for youth in their communities. It also came up with Starbucks Foundation, an initiative geared towards strengthening these communities further (Karthik & Dixit, 2015) . This is just one of many initiatives they have taken which solely focuses on bettering the community.
Starbucks also incorporates ethical considerations in the way it purchases its products. It is committed to making sure that its tea, cocoa and coffee are ethically produced and manufactured. According to the company, the success of farmers and suppliers directly reflects on their success. As such, they make sure that their purchases are only from farmers who adhere to a set threshold of ethical behavior. Such initiatives that focus on making positive changes to communities catch the eye of consumers. Consumers have a positive image of the company, and more want to associate with their brands and products (Grayson & Nelson, 2013) . This has resulted in Starbucks’ increased brand awareness and a rise in sales volume.
How has Starbucks reputation changed as a result of your analysis of CSR and the Starbucks approach to be a sociably responsible organization?
Corporate Social Responsibility has had a positive impact on the company. Its CR initiatives have made people have a positive image of the company. As such, they attract many consumers because of the increased brand awareness. The company has taken several steps to ensure that they remain a socially responsible organization even in future. For instance, it is engaging in energy conservation efforts to reduce carbon emissions created through its stores. Their stores are striving hard on developing the plants which are creating efficient energy. It is also engaging in water conservation and recycling efforts to help in managing renewable resources. All their stores are utilizing a technique which makes less water wastage. Moreover, the company has partnered with various organizations to advance the interests of its farmers. These efforts show that the company is willing to go a long way to remain a socially Responsible Organization.
References
Grayson, D., & Nelson, J. (2013). Corporate responsibility coalitions: The past, present, and future of alliances for sustainable capitalism . Stanford University Press.
Karthik, D., & Dixit, M. (2015). Starbucks – 2007. https://doi.org/10.4135/9781473975071
