Client: Starbucks Coffee

Starbucks Corporation is an American multinational chain of coffeehouses and roastery reserves headquartered in Seattle, Washington. As the world's largest coffeehouse chain, Starbucks is seen to be the main representation of the United States' second wave of coffee culture.

History

Company Profile

Folklore

Starbucks is named after the first mate in Herman Melville’s Moby Dick.
Logo is inspired by the sea – featuring a twin‐ tailed siren from Greek mythology.

Objectives

To inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time.

Our Stores (Operating in more than 50 countries)

Total stores: 17,009 (as of January 2, 2011)
8,870 Company‐owned
8,139 Licensed stores

Awards and Recognition

“No. 1 Best Coffee,” Fast Food and Quick Refreshment categories

Zagat’s Survey of National Chain Restaurants – 2009‐2010

One of the “World’s Most Ethical Companies”

Ethisphere – 2007‐2010

One of the “Global 100 Most Sustainable Corporations in the World”

Corporate Knights – 2010

Our Products

Coffee: More than 30 blends and single‐origin premium arabica coffees.
Handcrafted Beverages: Fresh‐brewed coffee, hot and iced espresso beverages, coffee and non‐coffee blended beverages, Vivanno smoothies and Tazo® teas.
Merchandise: Coffee‐ and tea‐brewing equipment, mugs and accessories, packaged goods, music, books and gift items.
Fresh Food: Baked pastries, sandwiches, salads, oatmeal, yogurt parfaits and fruit cups.

Brand Portfolio: Starbucks Coffee, Seattle’s Best Coffee, Tazo Tea, and Torrefazione Italia Coffee.

Investor Information

Starbucks went public on June 26, 1992 at a price of $17 per share (or $0.53 per share, adjusted for subsequent stock splits) and closed trading that first day at $21.50 per share.
Starbucks was incorporated under the laws of the State of Washington, in Olympia, Washington, on Nov. 4, 1985.
Starbucks Corporation's common stock is listed on NASDAQ, under the trading symbol SBUX.

Mind map of Starbucks's diversity strategy:

Starbucks Malaysia

Operated by Berjaya Starbucks Coffee Company Sdn Bhd, a licensee of Starbucks Coffee International.

Berjaya Starbucks Coffee Company Sdn Bhd

First store opening in Kuala Lumpur on 17 December 1998
It has been named as Malaysia’s best employer at the Aon Hewitt Best Employers - Malaysia 2015 Awards, receiving the title - ‘Best of the Best’
Introduced the new drive-thru concept stores

Drive-thru Starbucks in Cheras

In 2011, introduced Starbucks Card in Malaysia

Limited edition member cards in Malaysia

The Starbucks Card Mobile Application was introduced in 2014
Celebrates the Global Month of Service every April and organizes community service projects in which takes place simultaneously around the world;
Last April, Starbucks Malaysia executed 38 community service projects and achieving 27,437 community service hours.

Mind map of Starbucks' responsibility:

Environmental Mission Statement

Starbucks is committed to a role of environmental leadership in all facets of our business.

Starbucks fulfils this mission by a commitment to:

Understanding of environmental issues and sharing information with our partners.
Developing innovative and flexible solutions to bring about change.
Striving to buy, sell and use environmentally friendly products.
Recognizing that financial responsibility is essential to our environmental future.
Instilling environmental responsibility as a corporate value.
Measuring and monitoring our progress for each project.
Encouraging all partners to share in our mission.

Tackling Climate Change

Problems:

Increased erosion and infestation by pests
Shifts in rainfall and harvest patterns that are hurting their communities and shrinking the available usable land in coffee regions around the world

Goal:

To support programs that facilitate farmers’ access to carbon markets, allowing them to generate additional income while helping to prevent deforestation.

What Starbucks has been doing:

Implemented a climate change strategy since 2004, focusing on renewable energy, energy conservation and collaboration and advocacy.
Shrink environmental footprint by conserving energy and water, reducing the waste associated with our cups, increasing recycling and incorporating green design into our stores.
Championing progressive climate change policy in partnership with other businesses and organisations.