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Essay / Research Paper Abstract
This 3 page paper looks at two issues that Starbucks had to deal with in 2005; the increased environmental and ethical awareness in their target market. The paper looks at how each of these issues were dealt with ion management terms and the associated costs as well as the likely impact on the firm. The bibliography cites 4 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEenvstar.rtf
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Unformatted sample text from the term paper:
undertake changes in order to survive. Looking at the firm in 2005 there were a number of influences that were coming to the fore and having an impact, looking at
two of these it is possible to consider the influence, look at how management have responded and look at the impact it has had on the firm. Over the
last decade there has been an increasing awareness of environmental issues, the higher level of media content and greater consumer choice was driving many firms to reassess the way that
they were managing their trading relationships. Starbucks are a major purchaser of coffee and had been the subject of severe criticism to the way in which they treated their coffee
suppliers, either directly with the dealings or indirectly simply for helping to sustain the inequality of benefits and poverty of the farmers and the impact that coffee farming was having
ion the environment. The firm finally started to respond in 2005, with measures that were initiated in both 2004 and 2005.
There were a few important measures introduced. In 2004 there was the launch of Starbucks Coffee Agronomy Company S.R.L, this is a firm that has been set up as a
wholly owned subsidiary of Starbucks located in Costa Rica; this is a farmer support center (Starbucks, 2005). This has a duel role, it helps the farmers, but in doing so
it also helps Starbucks ensure a reliable supply of quality coffee beans. The aim of the center is to support sustainability and give advice and support to farmers in a
range of aspects, from avoid soil erosion to planting management (Starbucks, 2005). This was not an isolated response, in 2005 the firm also sent out volunteers in conjunction with Earthwatch
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