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Essay / Research Paper Abstract
This 19 page paper is written in two parts. The first part looks at the position of Starbucks in terms of the internal and external influences and the way the firm is responding. The second part of the paper considers the way that Corporate Social Responsibility (CSR) is undertaken at Starbucks. The bibliography cites 16 sources.
Page Count:
19 pages (~225 words per page)
File: TS14_TESBexternalcsr.rtf
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Unformatted sample text from the term paper:
closures along with harsh economic conditions all indicate that the firm is facing a number of challenges, especially in its home nation; the US. Like any firm it has to
adapt and change; to understand the firm it is important to look at the influences, in both the internal and the external environment.
Looking at the firm in its external environment the company is the only national chain of its type; The company faces a high level of competition, the competition is
fragmented as there are no other national competitors that operate on a scale. In any business the absence of competition on the same scale is always an advantage. However, this
does not mean is no competition, but it does give Starbucks a strength in the way they compete. The market in which Starbucks
is operating has been increasing overall, although it is under threat as discretionary spending is impact on consumer behaviour during the 2008/9 credit crunch (Lynn, 2008). Starbucks operates in the
gourmet coffee market, while the coffee market itself is shrinking, this segment of the coffee market appears to be increasing (Kotler and Keller, 2008; Schilling, 2006). This is a market
that is growing and taking market share from other areas of the coffee market, specifically the cheaper jar brands. The general environment is
supporting the sale of coffee in this way due to increase concerns regarding health and a general decline in consumption of alcohol. There is a decline in consumption of coffee
at the same time, but this is not hitting the gourmet market to any significant extent and individuals are swapping wine bars for coffee bars. Starbucks are marketing themselves as
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