Starbucks was founded in 1971, when three academicians, began a specialty coffee store called Starbucks. Retrieved from https://phdessay.com/starbucks-and-fair-trade-coffee/. The Problem With Fair Trade Coffee . However, in the long-run, buying fair trade coffee will promote competition, guarantee a vast number of coffee plantations, and can ensure that the supply chain of Starbucks coffee will be secure, which can reduce costs. The last way Starbucks demonstrates corporate social responsibility is through ethical behavior and the occasional unethical behavior. Fourthly, the threats of substitute product is very likely to be high as coffee, juices, soft drinks, tea and many more can be easily substituted. Ultimately, the environment is improved by the sales of fair trade coffee; not only are farmers producing a better, healthier product for consumers, they are also preserving the environment. CASE STUDY: STARBUCKS KATHLEEN LEE 2 Updated history and Current Status Today, according to the Starbucks website, they have 16,706 stores (as of Dec. 27, 2009) in 50 countries. Mr. Schultz was also the company’s president. Although bearing additional costs, I also advise that you go ahead and launch a campaign to persuade consumers to buy fair trade coffee. Business v. Ethics Theory: Kantian Ethics: Respect for persons The profit Starbucks made at the expense of the low paid coffee Remember. Don’t miss a chance to chat with experts. In 2009 they made strives socially as they opened the Farmer Support Center in Ki- gali, Rwanda and became the world’s largest buyer of Fair Trade CertifiedTM coffee. Starbucks has invested over $100 million in programs to support coffee communities, improve the resilience Additionally, with higher wages, coffee farmers can grow better, healthier coffee without the use of pesticides. PhDessay is an educational resource where over 1,000,000 free essays are collected. Fair Trade-certified coffee is growing in consumer familiarity and sales, but strict certification requirements are resulting in uneven economic advantages for coffee growers and lower quality coffee for consumers. of same-sex marriage and high minimum wages. Emphasizing on the messages “fair trade as a substitute example to charity” (Argenti, 2004) apply compulsion on coffee multinationals companies such as Starbucks to acquire fair trade coffee in order to grant morally on customers and parallel their organization philosophy with fair trade practices. 141). Should you have any queries or require additional information, please contact me and I will do my very best to find the right solution for you. ... Case study on Starbucks Coffee. BUSINESS STRATEGY. You must, nevertheless, ensure the quality of the coffee as well as the source's reliability. Question: Mini-Case Starbucks Fair Trade Line Like A Lot Of Massively Successful Consumer Companies Who Want Their Customers To See They Have Big Hearts, Starbucks Offers A Line Of Coffees For Purchase Made From Small Growers Who Meet Certain Economic And Ethical Standards. 1) Cost of Capital Section Calculate the cost of capital (show calculations) for Starbucks using the following: Through the use of fair trade coffee, Starbucks … CASE STUDY: STARBUCKS Starbucks is dedicated to helping farmers overcome the challenges facing coffee communities. The environmental benefit of sourcing free trade coffee is worth noting. 1 A. Even though purchasing mostly Fair Trade coffee seriously affected their profits, Starbucks knew it was the right thing to do. Fair Trade Coffee Case Study 1991 Words | 8 Pages • In summary, Fair Trade coffee is a good start to help the coffee growers to get paid fairly but may not good enough to leverage and gain more bargaining power from coffee traders. Florida International University • ETHICS 4431, Indiana University, Bloomington • BUS-G 202, Copyright © 2020. Starbucks, Fair Trade was a type of coffee, not a business model - Fair Trade-certified coffee was just one of a several varieties it offered. careful when they make moral stances, it is impossible to make everyone happy when doing this. The research uses a case study method and using a primary and secondary reference sources in the form of books and journals. Starbucks, with its size and scale, has the power to take advantage of its suppliers but it maintains a Fair trade certified coffee under its coffee and farmer equity (C.A.F.E) program, which gives its suppliers a fair partnership status, which yields them some moderately, low power. https://phdessay.com/starbucks-and-fair-trade-coffee/, The Environmental Management System of Starbucks Coffee, Finance – Cost of Capital for Starbucks Coffee. Fair trade purchases peaked in 2014 at 8.6% of coffee. 2. In each of the two subsequent years, it reduced supply chain cost by a half-billion dollars. STARBUCKS AND FAIR TRADE COFFEE Starbucks and Fair Trade Coffee Case Study In this paper my goal is to dive deeper into the discussion of the ethics behind Starbucks’ fair trade coffee efforts. Through the use of fair trade coffee, Starbucks will be a leader in ethics. By continuing we’ll assume you’re on board with our cookie policy, Your Deadline is Too Short? For two decades, advocates have pressured the world’s biggest coffee shop chain to clean up their supply chains. b)     . Starbucks Case Study Analysis. they were the closest in the industry to Fair Trade coffee - gives Starbucks a defendable position in saying they are fair trade just not certified but the activists will still fight back activists will fight back until Starbucks does it - they will turn the 6 cents into a big deal and say Starbucks is profit hungry Starbucks hesitated to sign a fair trade license, not wanting to commit until it had carefully weighed all of the implications according to Starbucks executives, their chief concern with fair trade coffee was finding top-quality beans from cooperatives that had not demonstrated an ability to produce quality beans to Starbucks standards. One other way that they maintain quality and, the ability to pay higher prices for the coffee beans is by limiting the size of the farmer’s fields to, Community of Ethical Discernment and Action. We use cookies to give you the best experience possible. mission to be the “premier purveyor of the finest coffee.” The company, in fact, was Scholars 11308911    Finance - Cost of Capital for Starbucks Coffee Starbucks has thirty blends and single origin coffee. We are committed to buying 100 percent ethically sourced coffee in partnership with Conservation International. Starbucks Coffee is an American planetary java company and cafe concatenation based in. Starbucks must also consider the impact free trade will have on the environment. In the fall of 2010, Starbucks cho… Based on the details portrayed to me, the issue is whether or not Starbucks should buy fair trade coffee, as pressure and accusations from NGO Global exchange to do so has presented Starbucks with this challenge. I propose that you collaborate with producers who have their fair trade certification to assist small-scale coffee farmers in poor countries to compete in large global economies, and ensure they receive a fair amount of wage to sustain their quality of life and alleviate poverty. achieve this was by cutting the middlemen or “coyotes” out of the deal. are still making a very large impact in these farmer’s lives in Central America. Starbucks is more delicious than the others 0.790 4.53 0.66 Financial risk (CR=0.892 and AVE=0.624) 1.I lost a lot of money from Starbucks .   Privacy What is Starbucks’ “product” •Starbucks’ product is a casual experience in a comfortable atmosphere where the customer can enjoy a premium cup of coffee and a newspaper or. `` Starbucks Coffee is the figure one purveyor of java in the universe. The company is an advocate of CSR movements, especially those pertaining to sustainability in business. coffee bean farmers while still maximizing their profits. Ethically Essentially the Global Exchange Company were simply asking Starbucks to honor what they stated they stood for in their mission statement. Get Your Custom Essay It was discovered that only 6% of Starbucks’ coffee was certified as fair trade (Laidlaw, 2007). For years, despite calls to commit to fair trade, Starbucks’ commitment lagged. By doing so, Starbucks will represent corporate social responsibility; it will encourage, Don't use plagiarized sources. In this case Starbucks was in the predicament of getting the most possible profit the. Organic and shade grown coffee refrains from the use of toxic pesticides as well as chemical fertilizers, which protects the ecosystem. Starbucks initiated coffee-buying programs to make sure benefits for small-scaled famers since 2009 by integrating the inspection and auditing process for Fair Trade certification and by providing farmer training program to pursue sustainable coffee production and buying more coffee from suppliers participating in both programs. The first ethically positive thing Starbucks involves them self in is the NGO and Fair Trade coffee. By offering the choice of a product based on principles of fair trade as a part of Starbucks’ retail selection, you show that you are considering the future of your organization, as the demand for fair trade products is continually rising at a fast rate. Although Starbucks claims to be paying coffee producers at a premium especially that it is required under the fair trade program for producers to receive a fair price, the huge gap between the retail price that Starbucks is reaping and what the farmers actually received is simply unfair. Starbucks is a founding member, alongside a growing coalition of industry leaders, of the Sustainable Coffee Challenge, a call to action led by Conservation International to make coffee the world’s first sustainable agriculture product. Fair trade is a concept that majorly deals with fair compensation of labor and respect that exists between suppliers and consumers. They also knew that if they did it the right way, everyone would benefit, from farmers, to the environment, to their public image. Introduction Third, Starbucks also concerned about the fact that if the coffee from fair trade is not good enough compared to their other coffee line, it will affect their brand value negatively which in turns results customer’s dissatisfaction (Argenti, 2013, p. 141). Moreover, you may consider the fact that Starbucks is a successful, large company and should take on the responsibility of helping developing nations in return for using their agricultural products in the past years. CORPORATE RESPONSES 1. In the context of corporate social responsibility, Starbucks needs to account for the demands or interests of stakeholders, because the company is viewed not just as an organization for profit, b… on. Wonder movie review essay a case study nurse coffee trade case fair study Starbucks essay traditional games in malaysia best research paper topics for psychology short essay on freedom movement of india spanish word sounds like essay reflective essay on academic … Starbucks Corporation is an international coffee company and coffee house chain headquartered in Seattle, Washingston. Starbucks Coffee: Case Study by onion: mrkokung@hotmail.com ... financial credit to cooperatives and to develop long- term trading relationships.About Starbucks and Fair Trade: Starbucks is committed to sourcing coffees of thehighest quality that support a sustainable social, ecological and economic model forproduction and trade. they brought the farmer’s families out of poverty. Third, Starbucks also concerned about the fact that if the coffee from fair trade is not good enough compared to their other coffee line, it will affect their brand value negatively which in turns results customer's dissatisfaction (Argenti, 2013, p. 141). or sometimes even more than the farmers do per pound of coffee beans, so by cutting them out, the farmers were able to receive as much as a $1.60 per pound which previously was as low as, Although Starbucks does sell these coffee beans for around nine to eleven dollars, they. Mexican coffee farmers have had an enormous amount of trouble selling their coffee beans at a price that would generate sustainable profit. Fair Trade certification is meant ... CASE STUDY1. can use them for free to gain inspiration and new creative ideas for their writing assignments. Background of the company   Terms. In the short-run, you will be paying a higher cost for coffee, which means higher prices for consumers, causing a decrease in demand from some consumers. In the mean time, consumers. Fair trade requires that coffee be grown on small farms or co-operatives. Conclusion - Large coffee retailers will benefit from selling Fair Trade because ethical consumerism is gaining mass market appeal, Fair Trade coffee consumers are willing to pay the extra price, and it is becoming more difficult to be a global corporation without social and a)      Weighted average cost of capital; Failure to respond cooperatively to this demand may have negative outcomes- a national boycott, which can ultimately harm Starbucks’ corporate image. Although being socially responsible does not only mean sourcing from local farmers and paying. with coffee growers. By offering the choice of a product based on principles of fair trade as a part of Starbucks’ retail selection, you show that you are considering the future of your organization, as the demand for fair trade products is continually rising at a fast rate. 7 Course Hero is not sponsored or endorsed by any college or university. Third, Starbucks also concerned about the fact that if the coffee from fair trade is not good enough compared to their other coffee line, it will affect their brand value negatively which in turns results customer’s dissatisfaction (Argenti, 2013, p. 141).. BUSI 472 - Case Study.docx - STARBUCKS AND FAIR TRADE COFFEE Starbucks and Fair Trade Coffee Case Study Jacob Linnehan Liberty University 1 STARBUCKS, 4 out of 4 people found this document helpful, Starbucks and Fair Trade Coffee Case Study, In this paper my goal is to dive deeper into the discussion of the ethics behind Starbucks’, Starbucks prides itself in being a socially responsible company, in Scott, charity foundations, they make sure that when they source to poor countries that they receive fair, prices for their goods, and they even commonly take part in philanthropic activities (Beyond, I think that it is important for a company of Starbucks’ size to remain socially, responsible, but it is important to understand that they are business and they need to keep profit. Course Hero, Inc. The outcome of such action would be substantial; establishing equitable, long-term partnerships and mutual respect between Starbucks and less-developed nations is crucial for the prospect of business sustainability. There are a few risks associated with the fair trade movement; however, the benefits of sourcing fair trade are greater in terms of long-term sustainability. Since deforestation has caused habitat damage and become a major threat to birds, consumer demand for organic and shade grown coffee has increased. You can get your Starbucks Coffee Companys stakeholder management approaches are based on different programs for corporate social responsibility (CSR). I mentioned the fact that Starbucks for years has been working internally and rather successfully on fair trade issues and that they had succumbed to public pressure by having some of their coffee “certified” by Transfair (you can find the Harvard Business School case study here). custom paper from our expert writers, Starbucks and fair trade coffee. I will present to you how fair trade coffee can thrive in the market and make Starbucks better off. STARBUCKS – purchased fair trade early but In early 1995, before the coffee crisis, Starbucks announced a code of conduct setting minimum standards for working conditions on farms that supplied the company’s beans. Starbucks coffee has grown into the largest coffeehouse company in the world with 16,120 stores in 94 countries such as in Australia, Canada, China, Puerto Rico, etc. - Starbucks made a public commitment to source 100% of its coffee from ethical sources by the end of 2015 - 2015 progress: a) 99% of coffee was ethically sourced b) less than 2% was Organic certified c) less than 10% was Fair Trade certified d) 99% was C.A.F.E certified e) C.A.F.E was developed by Starbucks Starbucks company is a market leader in specialty coffee. Case study globalization of starbucks essay about robot teacher essay about moral issues, movie short essay berlin wall essay outline. Thank you for the time and opportunity to assist you with your needs. Let Professional Writer Help You, 6000 Fairview Road, SouthPark Towers, Suite 1200, Charlotte, NC 28210, USA. margins as large as possible in order to run in the most efficient and profitable way possible. (2018, May 31). Essay about Fair Trade Coffee Case Study 1318 Words | 6 Pages. By failing to address these problems, industry confidence in Fair Trade coffee is slipping. I recommend that you impose the implementation of fair trade, as it is a viable and responsible option when conducting business morally and ethically, and doing so would be suitable with your organization’s mission statement. Starbucks coffee is need for me 0.771 4.52 0.65 5. more for their goods, they can do things like stand up for moral issues. The purpose of this paper is to analyze Cutbacks business strategy, customer value proposition, company's operations and the risks to financial results and reporting in the short term. In the year 1999, a certification agency (third party) in the united states launched a coffee label that was “fair-trade certified”. In the ensuing years, Starbucks continues to make strides, guaranteeing 100 percent Fair Trade coffee, pursuing sustainability goals, and establishing its collaborative Coffee and Farmer Equality program (C.A.F.Eu.) Starbucks tends to take liberal stance on most things that they discuss, they are very supportive. This is just a sample. Plantations and large farms with hired labor, make up a much of the Starbucks supply chain, are not allowed. This preview shows page 1 - 4 out of 7 pages. What to include in the methods section of a research paper starbucks and fair trade coffee case study essay about lebanon nature, essay on a visit to a zoo for class 8 dissertation completion fellowships.

starbucks fair trade coffee case study

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