Change Starbucks Needs According to Business Proposal

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Providing a Green Recycling bin, and encouraging customers to bring in their own cups, has the potential to save the company even more. Starbucks.com (2010) states, "Our customers are also concerned with the waste generated from our paper and plastic cups, which are not currently recyclable in many communities. We're concerned too, and we're committed to coming up with innovative solutions that will make our cups universally recyclable or compostable."

It is the proposal that Starbucks, corporate, would give each store $225 in incentive dollars to increase the awareness within its store for recycling needs. On average a recycle bin, the size of a common cafe store trashcan, is less than $10 a piece as found on numerous related web sites and in average home improvement stores. It is expected that a company such as Starbucks would be able to receive a bulk rate on such an item, and therefore, be charged less than half of what a retail outlet would charge. Conservatively, each of these items would cost $5, thus making first year costs not exceed the $981,900 budget.

When baristas got behind the VIA marketing campaign, Starbucks notes that is has already achieved over $1 billion dollars in sales in its first quarter from this product alone (Starbucks.com 2010). It attributes it success mostly to the drive and energy centered on Barista involvement. Future costs of this program would be determined upon the measure of success from company savings, P&L analysis, and profit margin.

For any new program, businesses need to create a strategy of how to measure its success and how it will check and adjust its program.

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Starbucks has built into its business philosophy a Store Plan of Action, with a Root Cause Analysis (for any store not reaching its goal) and a Quarterly Store Analysis. Using these tactics, Starbucks would be able to record on a daily basis, how many bags are being taken to the recycling bin, how many tumblers it has sold in lieu of the provided paper and plastic cups, and how many people brought in their own cup thus saving $.10 per drink. These figures tallied from each store would show the company on a weekly, monthly, quarterly, and yearly basis, how much the company has recycled in order to keep with its mission statement. Checking and adjusting would provide the necessary tactics each store would need in order to reach its goal. Over the course of the next two to five years, Starbucks could save more than its initial investment, and also keep within its business philosophy and mission.

Starbucks.com (2010) states, "The world of garbage and recycling is complicated. We'd like the solution to be as simple as putting recycling bins in all of our stores." It could be this simple for the largest coffee company in the world at the present time, but it will not be a success without the support, excitement, and energy of its field workers, the baristas. This change would help the company improve upon the press it is has seen in the last few years of being wasteful, burning energy, and being one of the largest contributors to the waste management crisis. Jenn K., states, "With the support of the baristas, Starbucks can accomplish just.....

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