Starbucks as a Morally Responsible Company

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Starbucks as a Morally Responsible Company: Starbucks Coffee Company is an American coffee firm that operates globally and headquartered in Seattle, Washington. Currently, Starbucks Coffee Company is the largest coffeehouse firm across the globe with over 20,000 chain stores in more than 60 countries. Generally, the company serves various brands of hot and cold beverages across its stores such as microground instant coffee, pastries, whole-bean coffee, and full-leaf teas. The success and productivity of the Starbucks in its global operations is attributed to the fact that it has remained committed to ethically sourcing and roasting the highest quality of Arabica coffee since its inception. The ethical commitment is evident in the fact that it behaves morally responsible toward consumers, the environment, and employees. As a result, Starbucks Coffee Company was recognized as one of the most ethical companies as listed in Etisphere website. The recognition is based on acknowledging companies that translate their statements on ethical responsibility into action. Starbucks’ Corporate Culture: Starbucks is considered as one of the world’s most ethical or morally responsible companies because of its corporate culture. In addition to treating its partners well, one of the pillars of Starbucks corporate culture is contributing positively to the environment and communities it serves (“Starbucks Coffee Company”, 2002). The decision to contribute positively to the communities and the environment was fueled by the awareness and concern of its employees regarding poverty and environmental issues across the globe. Furthermore, the decision was made in attempts to sustain and promote continued growth and profitability of the company. ... ... middle of paper ... ...e based on the needs and wants of customers (Kha, 2000). The second area is to incorporate what the company has learnt about its customers into closed-loop marketing where it can customize marketing offers to all its customers. In conclusion, Starbucks Coffee Company is an example of a firm whose success and profitability has been fueled by morally conscious business decisions and practices. Actually, Starbucks has remained successful by focusing on consumers, employees, and the environment. One of the major effects of these decisions and practices on the company is that they contribute to the improvement of its bottom line results. However, Starbucks needs to adopt measures that focus on consumers in a equal manner at it focuses on employees and the environment. These measures include developing a customer experience strategy and customizing marketing offers.

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