Starbucks is an American global coffee company founded in 1971 in Seattle. It is now the largest coffeehouse company in the world with over 20,000 stores. Starbucks emphasizes ethical sourcing of coffee, environmental stewardship through sustainability initiatives, and community involvement. By 2015, it aims for all coffee to be ethically sourced, all cups reusable or recyclable, and employees to contribute over 1 million volunteer hours annually. Starbucks also became the largest purchaser of Certified Fair Trade coffee. It strives for diversity and inclusion in its workforce and culture.

1. Marketing
Management

2. Introduction
• Starbucks Corporation - anAmerican global
coffee company basedin Seattle,Washington.
• Largestcoffee-house company in the worldwith
20,891 stores in 62countries.
• President and CEO- HowardSchultz.
• Placeshigh value on ethical behaviourand
company-wide diversity.
• Offers espresso menu items, refreshments and
pastries, merchandise, brewing accessories,gifts
and books.

3. CompanyHistory
• 1971- Starbucks founded by Jerry Baldwin, Zev
Siegaland Gordon Bowker asasingle store in
Seattle’s PikePlace Market.
• 1982- Schultz joins the Starbucksteam.
• 1983- While travelling in Italy, Schultz
experiences Italian Coffee bars andinspires
him.
• 1985- Schultz leaves Starbucks to open II
Giornale, acompany serving espressodrinks
using Starbucks coffee beans.

4. Corporate SocialResponsibility
• Ethical sourcing: T
odevelop strong, long-term
relationships with farmers to ensure that we buy
the high-quality coffee our customers expect. By
2015, our coffee will be grown using ethical
trading and responsible growingpractices.
• Environmental Stewardship: By2015, 100%of
our cupswill be reusable or recyclable and
reduce our environmental footprint through
energy and water conservation, recycling and
green conservation.

5. • Community Involvement: Webelieve in being
involved in the communities we are part of-
bringing people together, inspiring changeand
making adifference in peoples’lives.
• By2015, we plan to contribute onemillion
volunteers hours eachyear to our
communities.
https://youtu.be/DaG10sqw9fk

6. FairTrade
• In 2000, the company introduced aline offair
trade products.
• According to Starbucks, they purchased 2,180
metric tons (4.8 million pounds) ofCertified Fair
Tradecoffee in fiscal year2004.
• Theyhavebecome the largest buyer of Certified
FairTradecoffee in North America (10%of the
global market).
• All espresso roast sold in the UKand Irelandis
Fairtrade.

7. Organizational Culture
• “We strive tocreate aculture that values and respect
diversity andinclusion.”
• “We expect to be aleader in diversity and inclusion,
from our partners in the field to our senior leadership
teams.”
• “We expect that all leaders withinStarbucks practice a
behaviour that demonstratesinclusion.”
• “The goals of the Diversity and Inclusion team include
building adiverse workforce, increasing cultural
competencies, shaping aculture of inclusion and
developing adiverse network of suppliers.”

8. QUESTIONS
1.Starbucks has worked hard to act ethically and
responsilbly ,Has it done a good job
communicating its efforts to consumers ? Do
consumers belive starbucks is a responsible
company ? Why or why not

9. 2.Where does a company like Starbucks
draw the line on supporting socially
responsible programs ? For example
How much of its annual budget should go
toward these programs ? How much time
should employees focus on them ?which
programs should it support ?

10. 3.How do you measure the results of
starbucks`s socially responsible
programs ?