Starbucks Retail Stores Essay Example | Topics and Well Written Essays - 3000 words - 1

Starbucks Retail Stores - Essay Example This essay stresses that social responsibility, and in particular consumer and community considerations play central role in the process of Starbucks brand positioning. It is acknowledged that Starbucks coffee shops are active members of local communities. Starbucks coffee shops are found on â€Å"the near-by corner†, being 200 in London alone. Through a consistent policy of community-directed events and wide-spread initiatives, Starbucks have continuously supported community growth and added to community satisfaction. The â€Å"Bookdrive† initiative is running for a third consecutive year where Starbucks customers donate books to local schools, nurseries or hospitals. â€Å"Timebank† is another community-targeted endeavour, involving individuals in various local activities. The â€Å"Workwise† program is targeted at employability of young people. Starbucks â€Å"ethical coffee† was initiated along with other retail shops promoting â€Å"Fairtradeà ¢â‚¬  principles. Acknowledging that Starbucks coffee shops are not merely coffee traders, but are active members of the local communities, has long-term benefits for the company in terms of brand positioning. This paper makes a conclusion that the strengths of the Starbucks brand include international know-how, advanced brand recognition, quality raw materials, premium speciality coffee products, good shop locations, personalized service, special attitude and community-oriented social policy. Still, markets and consumers are not static; therefore brand-supporting activities should be continued, and adjusted to changing market developments.