starbucks英文案例分析

1. What do you think of Starbucks’ collaboration with Conservation International in Chiapas?

As it said, “Starbucks is not strictly a coffee company; It is more an entertainment company that happens to sell coffee.”

In contemporary society, the sale-driven business pattern was not fit for the society any more; even the customer-driven business pattern started to become progressively useless. Increasing number of companies realized that they should create the opportunity to grab consumers’ attention. The prod uct and price are no longer the primary factors that impacted the company. Social reaction and social respect are the front ranks that influencing in the long-term strategy, though profit is always their final target.

The Chiapas project founded in 1996, created a partnership with Starbucks in 1997. It was the CI who holds the initiative to contact with Starbucks. Starbucks also mentioned that “You’ve got to put yourself in our shoes.” Means Starbucks would always consider their sales quality on the top. I think Starbucks knows that collaborate with conservation international would bring them a lot merits. Otherwise they may not pay much attention to it. The merits include more social approval or more praise which is most needed in market-driven marketing. Also, there’s less risks with CI compared with other project. So generally speaking Starbucks made a wisely determine on cooperate with CI. It is a win-win relationship.

Does it make any sense for Starbucks to pursue their environmental objectives with CI, dealing with small famers in a remote spot like south Mexico? Why is it valuable to the company?

“We know our long-term success is linked to the success of the thousands of farmers who grow our coffee. That’s why we work on-the-ground with farmers to help improve coffee quality and invest in loan programs for coffee-growing communities. It's not just the right thing to do, it’s the right thing to do for our business. By helping to sustain coffee farmers and strengthen their communities, we ensure a healthy supply of high-quality coffee for the future.”

The paragraph above is excerpted from Starbucks’ website. They claimed that their purpose is to promote a higher quality of coffee beans from farmers. Of course the objective was not just about helping the farmers. The action that purchasing from small famers aimed at keeps balance in supply market. Starbucks buys coffee from small farmers in 29 different countries. In order to be deemed Fairtrade, the farmers have to fulfill criteria set down by the Fairtrade Foundation and Starbucks Cafe practices. Once they have achieved these multiple qualifications, Starbucks buys their coffee at a higher than market price and guarantees future purchases. This gives the farmers more stability and security; knowing that their crops will be sold.

I think dealing with small famers in a remote spot helped them with their International Expansion plan, by doing this Starbucks could have better control on global market, not just about helping but also about controlling.