subject: Starbucks Maintaining Local Coffee Image [print this page] As with any expansion Starbucks must decide what directions to take in the various global markets and decide how it best can meet the needs of those unique communities. Starbucks is well aware that their customers are concerned with how a business operates and presents itself to the communities which it serves. In the United states Starbucks is seen as a local (relative to each community) coffee shop. The online marketing strategy of the company reflects this desire to be seen as local as each shop has its own unique website within
Starbucks main site
With an ever increasing consumer base, now reaching into the markets of various countries and communities, it is always challenging to keep this local, friendly and inviting atmosphere and not be seen as a mass corporation only concerned with the bottom line.
In order to address these challenges Starbucks announced in September 2009 three new marketing and leadership roles. These roles include Annie Young-Scrivner, as the Global Chief Marketing Officer, John Culver, as the President of Global Consumer Products (CPG), and Michelle Gass, as newly created role of president of Seattle's Best Coffee (SBC), a featured brand under the Starbucks Corporation.
President and CEO of Starbucks, Howard Shults, has said that these moves will provide necessary focus and give the strength and depth needed to operate a global business in the specialty coffee marketplace.
Premium Coffee Prices
In an effort to promote social responsibility of buying guidelines, Starbucks has always paid a premium price for coffee beans from farmers and producers. In accordance with Starbucks' values and ethics these premium prices help to support farmers and their families and encourage participation in Coffee and Farmers Equity Practices (C.A.F.E.). Starbucks has set specific guidelines that its producers must adhere to in order to buy coffee from them.
One big concern that Starbucks has is how it can obtain important information about the product they are purchasing. Right now they buy about 1% of the worlds coffee market, and have developed efficient systems to get coffee beans from the producers to the consumers. However, the information about where specific beans are from, what are the social conditions, and are there any economic conditions of the producers that they need to be concerned about. With the expansion of Starbucks to the global market these concerns become even more relevant to continue to provide high quality specialty coffee and be seen as socially responsible.
