Starbucks Retail Stores Essay Example | Topics and Well Written Essays - 3000 words - 1

Starbucks Retail Stores - Essay ExampleThis essay stresses that social responsibility, and in particular consumer and community considerations play central role in the process of Starbucks injury positioning. It is acknowledged that Starbucks coffee shops are active members of local communities. Starbucks coffee shops are found on the near-by corner, being 200 in London alone. with a consistent policy of community-directed events and wide-spread initiatives, Starbucks have continuously supported community growth and added to community satisfaction. The Bookdrive initiative is running for a third consecutive year where Starbucks customers donate books to local schools, nurseries or hospitals. Timebank is another community-targeted endeavour, involving individuals in various local activities. The Workwise program is targeted at employability of young people. Starbucks ethical coffee was initiated along with other retail shops promoting Fairtrade principles. Acknowledging that Starbu cks coffee shops are not merely coffee traders, but are active members of the local communities, has long-term benefits for the company in terms of brand positioning.This report makes a conclusion that the strengths of the Starbucks brand include international know-how, advanced brand recognition, quality raw materials, premium speciality coffee products, good shop locations, modify service, special attitude and community-oriented social policy. Still, markets and consumers are not static therefore brand-supporting activities should be continued, and adjusted to changing market developments.