Starbucks Case Study

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I. Company Profile

Starbucks is a #1 specialty coffee retailer in the United States. Worldwide, the company operates about 5,400 coffee shops in a variety of locations (office buildings, shopping centers, airport terminals, supermarkets). Outside of North America, Starbucks has 900 coffeehouses in 22 different markets. The first foreign coffee house was established in 1996 in Tokyo, Japan. By the end of 2001, the company will have approximately 400 stores in Japan, and a total of 815 stores in the Asia Pacific region. Starbucks has 32 stores in Britain, and over the last two years it has opened stores in Austria, Spain and Germany and has plans to expand into Greece and Italy. Stores in southern China and Macau are scheduled to open in late 2002. Starbucks is also exploring opportunities in Latin American, including in the countries of Argentina, Brazil, Chile, Colombia, Mexico, Peru, Puerto Rico and Venezuela.

At a Starbuck's retail coffee house customers can purchase coffee drinks and beans, pastries, and other food items and beverages, as well as mugs, coffeemakers, coffee grinders, and storage containers. The company also offers mail order and online shopping, sells its beans to restaurants, businesses, airlines, and hotels. Starbucks purchases its coffee beans from plantations in Africa, Southeast Asia, and the Americas. The company's objective is to make Starbucks the most recognized and respected coffee brand in the world.

II. Management of Overseas Environmental Issues

A. Management issues

Reporting structures, systems, and certifications

Starbucks foreign operations are organized in any of the following three ways: joint ventures, licenses, and company-owned operations. Starbucks operates the coffeehous...

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...s will reduce energy consumption by approximately 10%.

References

Got milk? Yes, but...Restaurant Business, Apr 15, 2001

http://www.starbucks.com/

http://www.hoovers.com/

http://www.yahoo.com/

http://www.scaa.org/

http://www.epa.gov/usmexicoborder/2002/index.htm

http://www.tomorrow-web.com/2002/feb/020228.html

Inman, Mark. 2002. Coffee, Certification, and Consumers. Whole Earth, 108: 25-27.

Interview, Starbucks: Megan Behrbau, Public Affairs. August 15, 2002.

Murphy, Ellen Contreras. 2000. Initiative. Society & Natural Resources.

Social Dimensions of Organic Coffee Production in Mexico: Lessons for Eco-Labeling. Earth News, 15 (5): 16-18.

Starbucks Annual Report 2001

Starbucks letter; Consumer Comments, Spring 2002, 6 (1): 3.

Starbucks opens in Berlin, breaking into Europe's largest market. AP Worldstream. 05/24/2002

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