starbucks social relations and environment responsibilities. thesis market share.docx

5/21/2018 Starbucks Social Relations and Environment Responsibilities. Thesis Market share.docx

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Chapter 1

INTRODUCTION

Background of the Study

Starbucks defines corporate social responsibility as conducting a business in

ways that produce social, environmental and economic benefits to the communities in

which they operate. In the end, it means being responsible to the stakeholders. There is

growing recognition of the need for corporate accountability. Consumers are demanding

more than product from their favorite brands. Employees are choosing to work for

companies with strong values. Shareholders are more inclined to invest in businesses

with outstanding corporate reputations. Quite simply, being socially responsible is not

only the right thing to do; it can also distinguish a company from its industry peers given

that there are positive returns for being a socially responsible company.

Starbucks is the leading retailer, roaster and brand of specialty coffee which took

the vision to create a values-driven coffee company inspired by passion, dedicated to

quality and guided by exceptionally strong principles. Starbucks aspires to be

recognized as much for their commitment to social responsibility as they are for the

quality of their coffee. They have focused their efforts on improving social and economic

conditions for coffee farmers, minimizing environmental impact, and making a positive

contribution in the communities where they do business; and providing a great work

environment for their partners.

Starbucks believes it makes sense to view their actions in terms of investments.

By investing in sustainable business practices and the origin countries that provide


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coffee, they encourage a continued high-quality supply. In the communities where they

do business, they also invest in local organizations to improve the quality of life at the

same time. And by investing in their partners, through competitive wage and benefit

structures, and opportunity for stock ownership, Starbucks has an edge in attracting and

retaining qualified, productive employeesand that helps reduce hiring, training and

other turnover costs. In the end, there is no conflict between doing good and doing well.

Starbucks' omnipresence attracts customers to their stores by providing high-

quality coffee as well as comfortable places that add to the spirit of each community.

The growth of Starbucks has created employment and business opportunities to

aspiring businessmen and women. Starbucks is led by strong values which have

caused the phenomenal growth for placing a great emphasis on creating a workplace

environment that engages, inspires and rewards.

Starbucks is one of the leading companies that offers not only the best coffee but

also implements strict social responsibility that upholds its heritage. The consumers

were delivered the highest level of service, the employees and partners were given

rewards, and the shareholders received a record of level performance.

The research aims to provide more information on how corporate social

responsibility increases the annual income of Starbucks Company.

Statement of the Problem

This paper explains how corporate social responsibility increases the annual

income of Starbucks Company by responding to the following questions:

1. What is the relationship between corporate social responsibility and


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generating higher income of Starbucks Corporation?

2. How can the roles of ethical sourcing, community involvement and

environmental stewardship be explained?

3. What are the retail strategies of Starbucks for profitable growth?

Significance of the Study

The research results could lead to people's awareness about ethical service that

they deserve to receive as consumers.

It could also encourage students and other innovators to observe social

responsibility once they put up their own businesses. The aspiring businessmen and

women will learn that success is not only measured through a companys profitability

but also its social intervention.

Scope and Delimitation

This paper discusses how corporate social responsibility increases the annual

income of Starbucks Company. Gathering of data will be done through analysis of

financial statements and fiscal reports. The study is expected to be done in the 12 th

week of the first semester A.Y. 2013-2014.


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Chapter II

THEORETICAL AND CONCEPTUAL FRAMEWORK

Review of Related Literature

Presented in this chapter is a review of related literature that supports the

relationship of corporate social responsibility and the increase in the annual income of

Starbucks Company. Included in the chapter are the goals in corporate social

responsibility, retail strategies, profitability ratio analysis, conceptual framework,

hypotheses, and definition of terms.

Corporate Social Responsibility

Starbucks performance on social responsibility was based on the goals they set

in 2008 in three areas: ethical sourcing, environmental stewardship, and community

involvement.

Ethical Sourcing

The company is committed to buying and serving high-quality coffee, tea and

cocoa that are responsibly grown and ethically traded. It honors this commitment

through its responsible coffee, tea, and cocoa purchasing practices, farmer support

centres, loan programs and forest conservation efforts. When it buys coffee this way, it

believes that it helps foster a better future for farmers and helps mitigate the impacts of

climate change for the planet (Global Responsibility Report, 2012).

Starbucks is also committed to social responsibility standards for the

merchandise, furniture and other items found in its stores. It had set strong standards


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for its suppliers and offers them assistance when corrections need to be made to their

business practices. Adherence to those standards informs the companys sourcing

decisions and ensures it is working with suppliers who share its commitment to ethical

sourcing. Its buyers work directly with suppliers, negotiating contracts for the products it

needs in its operations or sell to its customers (Responsibility Report, 2012).

Providing access to credit at reasonable terms is a critical aspect of Starbucks

farmer support model. Its goal is to invest in farmers and their communities by

increasing its farmer loans to $20 million by 2015.By investing in programs that provide

access to credit, the company is helping farmers manage risk and strengthen their

businesses. Looking forward, Starbucks is exploring innovative relationships to help the

company better leverage the loans in concert with its technical support, social

development investments and coffee purchases. The fund will also expand into the

Africa and Asia-Pacific farming regions (Global Responsibility Report, 2012).

Environmental Stewardship

In 2008, Starbucks set a goal to reduce electricity use by 25% in company-

owned stores by 2015. Since then, it has implemented a number of energy initiatives

and has seen electricity use decrease by a total of 6.5%. Despite these efforts,

electricity use in 2012 increased 1.1% compared to 2011, mainly due to record-breaking

temperatures in the U.S. that caused its stores air conditioners to run more than usual.

Last year was one focused on testing and validating new, effective energy

conservation solutions for its stores. In the next two years, it will be bringing those


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proven strategies to scale to meet its goals. One example: installing energy

management systems and hybrid water heaters to heat its water and cool its stores.

Water is a key ingredient in the companys beverages and a necessity for

operating its stores. It has identified a number of opportunities to use this precious

resource more wisely and have spent the last few years testing and validating these

solutions.

In 2008, it set a goal to reduce water consumption by 25% in company-owned

stores by 2015. Over the past four years, it has cut water consumption by 17.7%

through several measures, including the use of efficient fixtures, actively seeking out

and repairing stores with leaks and the elimination of a continuously running faucet that

rinsed its utensils.

In 2011, it began implementing an improved process for enhancing the quality

and consistency of its handcrafted beverages. While these changes required more

water, it was able to maintain the water conservation gains it had made over the past

four years by deploying new, more efficient water filtration systems in its stores. By the

second half of 2012, it began to see significant gains from this new technology, and it

hopes it will continue to track toward its 2015 goal (Global Responsibility Report, 2012).

Providing recycling in its stores and ensuring the recyclability of its cups is a

foremost priority for Starbucks and its customers. It has offered a cup with 10% post-

consumer recycled paper fiber since 2006. And it keeps working to decrease the

materials used in its packaging, find new ways to encourage reusables and implement

recycling solutions for its cups.


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In 2012, it introduced the EarthSleeve to Starbucks locations across the United

States and Canada. This new hot-cup sleeve requires fewer raw materials to make,

while increasing the amount of post-consumer content. These adjustments correlate to

a savings of nearly 100,000 trees a year and the company is working to roll out

EarthSleeve globally. (Global Responsibility Report, 2012).

Reusable cups are an important component of Starbucks overall waste reduction

strategy. Since 1985 it has rewarded its customers with a discount when they bring in

personal tumblers, and it has a goal to serve 5% of the beverages made in its stores in

tumblers and mugs brought in by its customers.

In 2012 customers brought their own tumblers into its stores 35.8 million times,

saving more than 1.6 million pounds of paper from landfills. Although customers brought

in their personal mugs 1.6 million more times in 2012 over the previous year, the

percentage of customers choosing reusable mugs remained flat from last year. In

previous years, the company calculated the percentage of customer tumbler use over

total transactions. In collecting data from its stores around the world and analyzing

customer behavior, it determined that a better measurement of this goal is to calculate

the percentage of times a personal cup/tumbler is used over its total beverage sales,

which is a more precise measure of the total beverages it sells (Global Responsibility

Report, 2012).

Community Involvement

Now, more than ever, communities are looking to the private sector to share

resources and create meaningful change. By mobilizing partners and the communities it


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serves, Starbucks is tapping into a passionate network of people eager to be a catalyst

for change in their local neighborhoods.

In 2012, it brought together its customers and partners, civic leaders and non-

profit organizations to contribute more than 613,000 hours of service around the world.

During Aprils Global Month of Service, volunteers made a significant impact in more

than 33 countries around the world with more than 2,100 community service projects

completed in just 30 days. (Global Responsibility Report, 2012).

As it engages in communities in the present, it is also planning for the future. The

company is helping develop the next generation of extraordinary leaders through its

Youth Action Grants. These investments help young people learn the skills required for

its changing global economy, such as business savvy, social conscience and

collaborative communication.

When Starbucks created the Youth Action program in 2008, it set an ambitious

goal of engaging 50,000 young people by 2015. For each of the past three years, it has

exceeded this goal. These youth leaders in turn mobilized more than 1.8 million hours of

community service in 2012 and created ripples of change in communities around the

world.

As Starbucks look to the future with our Youth Leadership grants, it hopes to help

the next generation of leaders to build successful and socially responsible businesses

and non-profit organizations (Global Responsibility Report, 2012).


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Table 1Summary of Starbucks Scorecard

Above is a table showing the summary of Starbucks global responsibility goal

performance or scorecard (goals and progress).

Retail Strategies

Starbucks Company (2013) offers rewards using any registered Starbucks Card

which enables the customers to pay through Starbucks Card or mobile application

during their visit at participating stores. The customer gets a particular reward

depending on the number of stars which consists of three reward levels (para. 2).

Through this, customers are enticed to earn stars in exchange for a free drink or food.

With the use of Starbucks Card, the company increases its profit and at the same time

gains loyalty.

Starbucks has also expanded its menu by offering different beverages with a

variety of blends to better suit the tastes of its customers. It even offers drinks for kids


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that prove Starbucks is not only for adult coffee lovers. Aside from these, it has added

sandwiches, paninis, salads, and other wholesome foods to account for consumer

health and nutrition (Menu, 2013).

Profitability Ratio Analysis

Profitability is the net result of a number of policies and decisions. The ratios

examined thus far provide some information about the way the firm is operating, but the

profitability ratios in this section show the combined effects of liquidity management,

asset management, and debt management on operating results. Net profit margin = Net

profit / Sales measures the profit per dollar of sales (Besley& Brigham, 2013m).

Return on total assets (ROA) = Net Income / Total Assets provides an indication

of the return that the firm generates on its investment in assets; that is, the average

return that is generated on funds provided by all shareholders (both creditors and

stockholders). Return on equity (ROE) = Net Income / Common Equity, or the rate of

return on stockholders' investment, measures the return that the firm generates on the

funds provided only by common stockholders or the owners of the firm (Besley&

Brigham, 2013, p. 33).


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According to the National Association of Securities Dealers Automated Quotation

or NASDAQ (2013), the industry's averages for profitability ratios are as follows:

Table 2 Industry Average Ratios

Profitability Ratios Industry Average

Net profit margin (*TTM) 0.10

Return on Assets (TTM) 16.90

Return on Equity (TTM) 24.60

*Trailing twelve months

Above is a table showing NASDAQs industry average for profitability.

Conceptual Framework

Figure 1: Conceptual Framework

The cause or independent variable is corporate social responsibility and the

effect or dependent variable is increase in the annual income of Starbucks Company.

The inferred variable is consumer loyalty.

Corporatesocial

responsibility

Consumerloyalty

Increase inannual income

of StarbucksCompany


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Hypotheses

The study tested the following hypothesis.

Corporate social responsibility does not help in generating higher income of

Starbucks Corporation.

Definition of Terms

1. Corporate social responsibility

Conceptual: A built-in, self-regulating mechanism whereby a business monitors and

ensures its active compliance with the spirit of the law, ethical standards, and

internationalnorms.

Operational: Improving the relationship of Starbucks with its stakeholders and

environment.

2. Assets

Conceptual:Defined as resources controlled by the entity as a result of past

transactions or events and from which future economic benefits are expected to flow to

the entity.

Operational:Tangible or intangible asset owned by Starbucks Corporation

3. Income

Conceptual:The excess of the selling price of goods over their cost; to derive benefit.

Operational:The ability of Starbucks to generate profit out of goods and services less

costs.
http://en.wikipedia.org/wiki/Norm_(sociology)http://en.wikipedia.org/wiki/Norm_(sociology)


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4. Expense

Conceptual:Decrease in economic benefit during the accounting period in the flow of

an outflow or decrease in asset or increase in liability that results in decrease in equity,

other than distribution to equity participants.

Operational:Costs incurred in the operation of the company.

5. Ethical sourcing

Conceptual:The intentional purchase of products and services that the customer

considers to be made ethically.

Operational:Coffee that is third-party verified or certified, either through C.A.F.E

Practices, Fairtrade or another externally audited system.

6. Partners

Conceptual:Contributes money or property to the funds of the partnership; shares

work, labor or industry to the business.

Operational:Employees of Starbucks.

7. Income statement

Conceptual:Formal financial statement showing the financial operating results of a

business enterprise on a given period of time.

Operational:Tool used to compare the income of Starbucks Corporation from the

current year to the previous year.

8. Rewards

Conceptual:Something given in return for good or evil done or received or for some

service attainment.

Operational:Given to loyal customers.


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9. Scorecard

Conceptual:A strategyperformance management tool - a semi-standard structured

report, supported by design methods and automation tools, which can be used by

managers to keep track of the execution of activities by the staff within their control and

to monitor the consequences arising from these actions.

Operational:A tool that Starbucks uses to supervise the progress of their goals.

10. Industry average

Conceptual:An average of all stock data values in the same industry. Industry average

is used to compare a stock's valuation, growth, and profitability ratios to that of other

stocks in the same industry.

Operational:Used to compare the profitability of Starbucks with the standard ratio in

the same industry.
http://en.wikipedia.org/wiki/Performance_managementhttp://en.wikipedia.org/wiki/Performance_management


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Chapter III

METHODOLOGY

Research Designs

The study is a descriptive analysis of the relationship of corporate social

responsibility with income growth of Starbucks Company. The paper investigates how

Starbucks, through corporate social responsibility, maintains to be the leading company

in coffee industry. The research strategy provides a framework for designing a

systematic study that would address the studys goal, objectives and questions.

The descriptive analysis separates the different parts of Starbucks financial

statements and analyzes its connection with the companys corporate social

responsibility program.

Sources of Data

Data was taken from Starbucks Companys financial statements for the years

2010, 2011, and 2012. Through these financial statements, the researchers showed

how corporate social responsibility increases their profitability for 3 consecutive years.

Data Analysis Procedure

The data gathered were analyzed through profitability ratio analysis to provide

information about liquidity management, asset management, and debt management on

operating results. The following formulas were used for the ratio computation:

Net profit margin= Net Profit / Sales


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Return on total assets (ROA) = Net Income / Total Assets

Return on equity (ROE) = Net Income / Common Equity

The ratios were compared to NASDAQs industrial average ratios, thus, the

results will be standardized as to the profitability of Starbucks Company. The scorecard

was used in comparing the ratios with the progress of the companys goals.


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Chapter IV

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter presents the results of data collection and analyses. This chapter

also presents the interpretation of the analyzed data to answer the three research

questions and address the aim of this research.

Corporate Social Responsibility and Starbucks Profitability Growth

The first question this research sought to answer is: What is the relationship

between corporate social responsibility and generating higher income of Starbucks

Corporation?

Since consumers demand more than product from their favorite brands,

corporate social responsibility is one of the ways in which sales can increase to

generate higher income. Customers patronize products which are ethical and

accountable.

Method used:

To get the net profit margin, net income was divided by sales. In 2010, 945,600

divided by 10,707,400 is 0.09. The same is done with the succeeding years resulting to

0.11 and 0.11, respectively. If compared with the average industry for 2012 which is

0.10, the 0.11 result of Starbucks net profit margin is higher resulting to a high

comment.

To get return on assets, net income was divided by assets. In 2010, 945,600

divided by 7,360,400 is 0.19. The same is done with the following years resulting to 0.17


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in 2011 and 0.18 in 2012. In companion with the average industry for 2012 is 0.17, the

0.18 result of Starbucks return on assets is higher resulting to a high comment.

To compute for the return in equity, net income was divided by common equity. In

2010, 945,600 were divided by 3,674,700 resulting to 0.26. The same procedure is

done with 2011 and 2012, which is 0.28 and 0.29 respectively. If compared with the

average industry for 2012 which is 0.29, the 0.29 result of Starbucks return in equity is

higher than the average industry resulting to a high comment.

Table 2

Starbucks Scorecard and Goals for the year 2010 to 2012

The table above which is the Starbucks scorecard shows the progress of the goals it

has introduced on 2008. The percentage of each goal increases as the annual income

of Starbucks Corporation increases through the years. It is close in reaching its goals in


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investing in farmers and its communities which has 7% gap. Mobilizing its partners and

customers and engaging the youth to innovate and take action in their communities by

2015. It has reduced its consumptions which results to smaller amount of expense

resulting to a higher income. Starbucks Corporation is committed to corporate social

responsibility concerning the shareholders, employees, customers, and most especially

the environment. Through this significant progress in its goals, Starbucks is able to

generate higher income with the help of corporate social responsibility.

Table 2.1

Starbucks goals (social responsibility status) affecting expenses and parts of net

income.

Goal 2010 2011 2012

Sales

Ensure 100% of our coffee is ethically sourced by

2015

10,707,400 11,700,400 13,299,500

Invest in farmers and their communities by

increasing farmer loans to $20 million by 2015

Improve farmers' access to carbon markets,helping them generate additional income while

protecting the environment

Cost of sales including occupancy costs

Mobilize our partners (employees) and customers

to contribute 1 million hours of community service

per year by 2015.

2,906,100 3,512,700 3,885,500Engage a total of 50,000 young people to innovate

and take action in their communities by 2015

Develop comprehensive recycling solutions for our

paper and plastic cups by 2012Other Operating Expense

Implement front-of-store recycling in our

company-owned stores by 2015117,000 93,000 74,400

Serve 5 percent of beverages made in our stores in

personal tumblers by 2015

General and Administrative Expense


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Reduce energy consumption by 25% in our

company-owned stores by 2015

97,800 84,800 74,300

Purchase renewable energy equivalent to 100% of

the electricity used in our global company-owned

stores by 2015

Reduce water consumption by 25% in ourcompany-owned stores by 2015

The table above shows the goals engaged with social responsibility affecting the

Starbucks Companys expenses and other parts of the net income. The sales of

Starbucks was said to be affected by the goal which is ensuring 100% labeled coffee

that is ethically sourced. The cost of sales including occupancy cost that is intended to

be found under the Income Statement increased because of the increase in sales

when they mobilized the 1 million hours of service of their partners and employees. The

other operating expenses alsounder net income, decreased because of the

implementation of recycling of cups and reusing of tumblers. And lastly, the general and

administrative expenses of Starbucks also under the Income statement, decreased

water and electricity consumption. The general decrease in expense results to a higher

income since net sales less expenses is equal to net income.

Table 2.2

Summary of Starbucks Financial Ratios


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The table above shows the computation of Starbucks profitability ratio compared to the

values of NASDAQ Industry Average.

Ethical Sourcing, Environmental Stewardship, and Community Involvement

The second question the research sought to answer is: How can the roles of

ethical sourcing, community involvement and environmental stewardship be explained?

According to Starbucks' Global Responsibility Report (2012), the company is

committed to responsible coffee, tea, and cocoa purchasing practices, farmer support

centers, loan programs and forest conservation efforts.

Through responsible purchasing practices, high-quality products are produced

which make the company retain or improve its standard. Consumers want to experience

the best products with the fair price the industry has to offer.

In implementing farmer support centers and loan programs, the company helps

not only its workers but also itself in achieving high quality ingredients with low cost of

purchase.

Promoting environmental stewardship not only saves the Earth but is also a

means of cost-cutting. Through water and electric conservation, reducing plastic

consumption, and promoting the use of tumblers, the company reduces its expenses

and at the same time increases its revenue.

Starbucks engages in community service in different neighborhoods along with

its customers and partners, civic leaders, and non-profit organizations. With its service


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projects, it promotes its name around the world which can increase sales. Engaging the

youth in leadership programs can help them mold new leaders for their company that

can be future innovators.

Retail Strategies of Starbucks for Profitable Growth

The third question this research is sought to answer is: What are the retail

strategies of Starbucks for profitable growth?

Starbucks has offered deals not only enabling the customer to earn stars for

rewards but also convenience in terms of payment through Starbucks Card and

Starbucks Application for iPod, iPhone, iPad, Android and others where consumers can

pay for their order with the scanning of an encrypted bar code. Through this, customers

are enticed to purchase a cup of coffee more frequently to earn stars in exchange of a

free drink or food, as a result Starbucks will increase its total revenues.

Another way of enticing customers to visit their store is that they have expanded

their menu to serve not only the adults but also their children. They added sandwiches,

paninis, salads, and other promoting health of body foods to account for consumer

health and nutrition.

It has also presented Starbucks refreshers beverage for customers who needs a

pick-me-up after an exhausting activity. Consumers are enticed to buy it because of its

energizing option that contains vitamins, ginseng and natural sweeteners. Starbucks

has offered products that are parallel to the consumer needs.


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Chapter V

SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS

Summary

The researchers of the study aimed to show the importance of social

responsibility to Starbucks Company. The study aspired to give points on how

Starbucks Company increased their annual income not only through their products but

as well as through their service. It intended to give answer to the problem of the

research mainly showing the retail strategies of Starbucks Company and their goals in

the three areas: ethical sourcing, environmental stewardship, and community

involvement.

To support the study, the method used as a basis for the data gathered was

descriptive analysis. The financial statements were broken into parts to facilitate the

computation of the data gathered.

The profitability ratios indicate favorable figures compared to the industry

average that evidenced the profitable growth of Starbucks Company supported by the

financial data found in the financial statements for the years 2010-2012.

Conclusions

Based on the results of the study, the following conclusions were drawn.

As Starbucks completes the goals they set in 2008 with regard to corporate

social responsibility, it increases its annual income.


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Starbucks Company, lowering their usage of their electricity and water had

lessened their utility expense as well as helped maintain their goal which is

environmental stewardship.

The retail strategies have enriched and gained loyal customers for the past

years.

The earnings of Starbucks achieve to meet the industry ratio.

Recommendations

From the conclusions drawn, the researchers came up with the following

recommendations.

The researchers recommend that Starbucks should continue to extend the brand

beyond its retail stores. By signing contracts with other companies like Green Mountain

Coffee Roasters, Inc. and Courtesy Products, these strategic relationships will foster

further growth opportunities as well as the development of innovative store concepts to

serve the global traveler.

With its international opportunities by expanding its stores in China and India,

Starbucks can levy their financial results.

Improve operational efficiencies and make technology investments.

Strengthen their global responsibility strategies.


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REFERENCES

Besley, Scott and Brigham, Eugene.(2013). Basic Finance. Singapore: Cengage

Learning Asia

My Starbucks Rewards.Retrieved from http://www.starbucks.com/card/rewards

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NASDAQ.(2012). Starbucks Financial Ratios. Retrieved from

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ks/sbux/financial-ratios

Starbucks Company. (2012). 2012 Annual Report. Retrieved from

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Starbucks Company. (2001). 2001 Global Responsibility Report. Retrieved from

www.starbucks.com/assets/6ee14301a2364729abe59867fb913520.pdf

Starbucks Company. (2012). 2012 Global Responsibility Report. Retrieved from

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