Starbucks coffee - publié le 24/04/2012

Résumé du document

Over the last 50 years, the coffee market has suffered from a very bad reputation regarding the behaviour of the worldwide companies with their suppliers that are spread in some developing countries such as Colombia in South America. Over the last 20 years we have been witnessing that companies like Starbucks or even Malongo are making more efforts about this issue. This gives the hope that we can see through their communication policies making us aware about fair trade in coffee: can you think of the people who produced your coffee before buying it?

Our study will treat the case of Starbucks Coffee, the leader of the coffee market.

I. Starbucks coffee presentation

1.The development of the company
Starbucks Coffee was born in 1971 in Seattle. The company created by Gerald Baldwin, Gordon Bowker and Zev Siegl began to spread its activity in America since 1986 and decided 10 years later to reach foreign markets. Its strategy is to target the capitals first with the biggest and richest cities and then open shops all over the country.

2. Starbucks' ranking on the coffee market

Starbucks Coffee is the first global coffee brand in terms of detail sales. With almost 7650 shops in the world, its leading position enabled them to set up a new way of managing the supplying system of the coffee. The company tried to work as fair as possible with its suppliers that are mostly situated in South America, especially in Colombia. But this strategy has a price, and Starbucks Coffee are among the most expensive coffee shops

Extraits

[...] How long will it take to respect them? IV. The unethical behavior 1. Strong calorific product There is Middle, big and large size for the mug we can ask ourselves where the small size is! Starbucks want to keep an American image and concept: Middle is for me and I guess for most French I think it will not be too “cliché” to say that American size are bigger, in general, than in Europe. But Obesity is a big problem and Americans really start to care about this huge problem. [...]

[...] So Starbucks take advantage of this situation and the opportunity of the fair trade idea. Lots of Starbuck's provider come from south-America; countries like Colombia or Brazil that are developing countries. Starbucks has five main goals for developing countries: - Incomes rise - Employment development - Training possibility - Make Public services and local foundation better - They want the coffee production to be enduring; it has to be economically sustainable at all levels of supplying chain, from the coffee seed to the mug. [...]

[...] Starbucks coffee SUMMARY Introduction I. Starbucks coffee presentation 1. The development of the company 2. Starbucks' ranking on the coffee market II. Starbucks coffee economical position 1. Sustainable development 2. Strong coffee quality 3. Economical, social and environmental policy III. Starbucks coffee ethical policy 1. Protection of environment 2. Social conditions 3. Economical development IV. [...]

[...] That's why the suppliers receive a priority in the business with Starbucks as reduction of prices, new offers, new products 1. The protection of environment Starbuck Coffee wants its suppliers to take care of the environment and has a real ecological policy. Therefore, it grants 50 points on the 100 points possible. So, a supplier which is sensitive to the environment and can easily reach the following targets will easily have exclusive contract with Starbuck Coffee. Ground protection The suppliers must use as often as possible organic fertilizer and preserve the ground fertility. [...]

[...] This hope that we can watch through their communication policies views to making us aware about fair trade in coffee: can you think of the people who produced your coffee before buying it? Our study will treat the case of Starbucks Coffee, the leader of the coffee market. I. Starbucks coffee presentation 1. The development of the company Starbucks Coffee was born in 1971 in Seattle. The company created by Gerald Baldwin, Gordon Bowker and Zev Siegl began to spread its activity in America since 1986 and decided 10 years later to reach foreign markets. [...]