Research topic

Posted by Winnie Melda on November 30th, 2018

 Research topic

My research topic is on the “Superior Social Responsibility” for Starbucks which is going to ensure that the company enjoys guaranteed loyalty from their stakeholders and thus be in a position to enhance their sales and consequent profitability.

In 2015, Starbucks opened a shop in my neighborhood and considering that they have the best coffee quality, efficient employees as well as a favorable reading environment, I have become an ardent customer. Their shops are conducive for meeting, class work especially since they have Wi-Fi connections as well as charging, making it possible to enjoy my coffee as I continue with my assignment.

Social responsibility in any business informs their loyalty that they enjoy from their customers and considering that the coffee business is dependent on the satisfaction of the customer, Social Responsibility plays a major role in Starbucks marketing. Starbucks makes insistent efforts in being a company that is responsible and at the same time undertakes their business in an ethical manner. Their main pride is in the ethical way that they undertake their business via community sourcing, diversity, environment as well as wellness. The company strives to display their commitment to being a socially responsible company, ensuring that their customers are aware of what the company is doing.

2.0     Overall purpose of the project

2.1  Poor working conditions and compensation of employees makes them lose commitment to their work, thus poor quality of services and consequently customer dissatisfaction.

2.2  Poor quality coffee results in dissatisfied customers that pose the risk of losing them to the competitors

2.3  Poor supplier compensations resulting from strikes and poor product that produces less quality coffee

2.4  Poor environmental conservation paints the company’s images negatively among the stakeholders who opt to direct their loyalty to competitors who are more environmentally conscious

3.0  An overview of the company

Starbucks was founded in Seattle in the year 1971 by Gordon Bowker, Jerry Baldwin and Zev Siegel with the objective of educating the American consumers about coffee drinking. In the year 1987, Howard Schultz while at the helm of the Starbucks group wanted to develop an Italian espresso bar experience in America through the creation of personal relationships with the customers and their coffee. Within a few years, the group grew from a small coffee business house into a multimillion dollar player in the coffee industry via the creation of the best coffee available. Starbucks is the best coffee makers in the industry, having more than 12,000 shops in over 35 countries.

4.0  Recommendations

4.1  Regarding the employees, the company needs to ensure that they enjoy job security; better-working conditions and offers them higher wages.

4.2  The company should guarantee that their customer receives the highest quality coffee in all their shops and training their employees on customer care

4.3  Compensating their suppliers adequately ensures that they have the revenues to develop the coffee plantations

4.4  Conducting their operations in an environmentally friendly manner

5.0  Importance of the project to the company

For all the businesses that operate in a competitive environment and depend on the loyalty of their customers, corporate responsibility is the most effective marketing tool that they can adopt. Starbucks is a business that has been in operation for some time, and its success of failure is dependent on their corporate responsibility, ensuring that all their stakeholders are satisfied. Their main challenge is in ensuring that they uphold their satisfaction of their stakeholders and via well-remunerated employee and suppliers, safe and quality coffee as well as upholding environmental safety.

6.0  Projection and benefits for the company based on the recommendations

By ensuring that they base their operations on the four recommendations, upholding their corporate responsibility, Starbucks is going to gain the dedication of their employee and suppliers and at the same time win the loyalty of customers in all the regions they operate. In this case, Starbucks will be able to increase their sales by 16% by the end of 2016.

Sherry Roberts is the author of this paper. A senior editor at MeldaResearch.Com in college research papers if you need a similar paper you can place your order for order research paper.