Despite the setbacks it experienced during the recession, the future looks bright for Starbucks.

In 2015 the company underwent a 2-for-1 stock split as its way of addressing record highs in the company’s stock history. Since then revenue growth in the restaurant industry has decreased as more consumers are purchasing goods online and visiting restaurants less.

However, although Starbucks performance was weaker than projected in the first quarter of 2017, the chain still experienced net revenue growth and remains a strong performer in the industry. Schultz believes focusing more on mobile technology will allow the firm to compete as the environment shifts toward more digital transactions.

The company continues to expand globally into markets such as Bangalore, India;

San Jose, Costa Rica; Oslo, Norway; and Ho Chi Minh City, Vietnam. Schultz is hopeful that the roastery in Seattle will continue to spread the Starbucks name and the distribution of its coffee globally. The challenges the company experienced and will continue to experience in the future have convinced the firm to focus on its strengths and embrace the opportunity to emphasize community involvement, outreach work, and its overall image and offerings. Starbucks must continue to apply the balanced stakeholder orientation that is so crucial to its success.

Questions:-

1. Why do you think Starbucks has been so concerned with social responsibility in its overall corporate strategy?
2. Is Starbucks unique in being able to provide a high level of benefits to its employees?
3. Do you think Starbucks has grown rapidly because of its ethical and socially responsible activities or because it provides products and an environment customers want?