Question

Propose an activity that Starbucks could employ to increase value propositions for their shareholders. Specifically, identify what is the activity in detail, who are the main stakeholders, what are the available technologies, an environmental scan of competitor actions and the technology portfolio?

Answer 1

Starbuck value proposition

Suggested value proposition for tarbush to enhance its value proposition is sustainable value proposition. Starbuck is suggested to implement a sustainable value proposition by focusing on mitigating business footprints on environment. It should focus of making a green supply chain and reduce waste. These initiatives should be included in the value proposition such as offering sustainable products through green supply chain and preserving environmental resources as well as satisfying stakeholders’ needs.

The main stakeholders are environment, customers, society and government. Environment as a stakeholder will be benefitted by initiatives of Starbuck Company to preserve natural resources and biodiversity. Society will be benefitted because finite sources can be used wisely and these sources can be used for long term. Government is taking stringent measures to mitigate carbon dioxide emission and introduces environmental laws. By complying with these environmental laws, Starbuck fulfills government needs as well. Thus these stakeholders are largely benefitted by the new value proposition. Customers want to purchase organic products and they remain loyal to Starbuck because sustainable initiatives by company fulfil their needs too.

Technologies such as carbon capture, advanced irrigation system in supplier’s farms, recycling technology, solar and wind technology for renewable energy use can be used by the Starbuck Company to promote sustainable approach.

Competitors of Starbuck such as McDonald company environmental initiatives reveal that it improves packaging for sustainability, recycles products and reduces wastes. The company works with farmers to improve sustainable measures. Similarly, McDonald Company works with environmental group to preserve environmental resources. The company actively addresses climate change issue. The next competitor dunkin’s Donuts also implements sustainable initiatives as it successfully reduces energy use and deforestation impact. Thus, environmental scan of these two companies reveal that Starbuck Company has to strive hard to foster sustainable initiatives to make an effective value proposition for its stakeholders.

Technology portfolio is used to analyze opportunities for development for an organization. Therefore, technology portfolio suggested for Starbuck Company for sustainable initiatives implementation. Latest technologies for carbon mitigation, solar and wind energy system and packaging should be selected by Starbuck Company.