BE_CS_1_1 (1)

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Running Head: STARBUCK AND ETHICAL LEADERSHIP 1 Definition: The fundamental marketing strategy idea, an explanation of Starbucks' marketing strategy will be provided. The description of Starbucks' marketing strategy will include establishing the positioning and marketing mix, as well as an examination of the environment in which the company operates. In the future, strategic marketing will be used in conjunction with other approaches to achieve greater.With their middle-of-the-road approach, Starbucks bridges the gap between mass marketing and segment marketing; they are aiming to reach a broader audience while also identifying specific qualities that customers should possess, such as higher wages or a younger. Summary: Starbucks has been recognised for offering outstanding customer service and a pleasant in- store experience to its customers and employees. In order to take advantage of the friendly environment and free Wi-Fi, customers can opt to spend some time in the shop or they can pick up their items quickly and be on their way. Despite the fact that Starbucks is well-known for its beautiful locations, the majority of its stores in Europe are centred in large cities. Nevertheless, in the United States, Starbucks locations may be located in small towns and villages as well as in larger cities. As previously said, Starbucks may develop a strategic business unit dedicated to the sale of tea. Tea sales have great potential in countries such as the United Kingdom and Ireland, where the company has a significant presence. Customers may now purchase alcoholic beverages like wine or beer at Starbucks locations after which is an attempt to increase night-time sales because drinking coffee before bed is unpopular. Starbucks is mostly known for its coffee and tea products. For example, the tangible product is tea or coffee, the enhanced product is the tangible item paired with pleasant service, and

Running Head: STARBUCK AND ETHICAL LEADERSHIP 2 the prospective product is the extension of Starbucks' product line to include more beverages, including alcoholic beverages. By addressing this issue, Starbucks took the decision to provide added value to its customers; the pleasant and inviting in-store environment separated them from other fast-food restaurants and aided them in establishing a competitive advantage over their competitors. Even though Starbucks' distinctive approach was built around providing high-quality coffee and excellent service, customers began to drift away from the firm in favour of outlets like McDonald's or Costa Coffee, where they could obtain comparable services at a lower price (Argenti PA,2020). Starbucks has created a set of principles for its customers that they feel will aid them in achieving a competitive advantage. Nevertheless, it is important that these values are adhered to in order to maintain customer confidence and generate high revenues for the company to continue to thrive. In addition, because fair-trade is followed, Starbucks is able to charge higher prices without receiving negative feedback from customers. In addition, when customers purchase a cup of coffee, they are making a donation to local farmers in developing countries, thus alleviating them of the burden of responsibility. Starbucks' culture and community are built as a result of this, which helps the company differentiate itself from its competitors and attract new customers (Swaine,2019). According to the marketing concept, Starbucks has embraced a social-marketing philosophy, according to which the firm strives to bring about a societal benefit through its brand by aiding communities or safeguarding the environment, amongst other initiatives. Starbucks has launched the MyStarbucksidea.com website as part of its ongoing efforts to foster a very pleasant and participatory relationship with its customers. This demonstrates that the level of interaction created with customers has reached the level of a partnership, as demonstrated by the launch of the MyStarbucksidea.com website. The quality of goods and the supply of

Running Head: STARBUCK AND ETHICAL LEADERSHIP 3 outstanding customer service help Starbucks create behavioural loyalty. But, if the quality of goods and the provision of excellent customer service begin to degrade, a change in budget will be necessary to maintain this behavioural loyalty. At Starbucks, the membership card is used to track the amount of money that each individual customer spends and to determine whether or not it is profitable to invest in maintaining that customer in the future. Starbucks is successfully managing relationship marketing by creating an engaging atmosphere that is akin to social media and by promoting a feeling of community among customers, among other things. It has been shown that customers who have the option to offer their recommendations for improvement on the Starbucks website Starbucks (GARCIA J,2018). Despite his best efforts, the press mostly disregarded them. Starbucks Corporation being driven into a new market segment within the coffee business. Because of Schultz's leadership, the Starbucks Corporation was catapulted into a new golden business era, not only in the United States but also across the world. The first Starbucks store opened its doors in Seattle in 1994, selling and distributing coffee to wholesalers only. After much deliberation, it was determined that the Starbucks management team would continue to open new local stores as they had initially planned, and that they would expand their service teams internationally by opening more new retail locations throughout the world. By way of its corporate social responsibility activities, Starbucks Corporation has shown that its long-term commitments and projects are both realistic and long-term sustainable. To encourage engagement among workers and management at all levels of the organization, Starbucks has established a culture of participation. The company's vision and purpose continue to be expanded at a quick rate, thus expanding the bounds of the company's vision and mission statement (Ignatius A,2017). Discussion:

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Running Head: STARBUCK AND ETHICAL LEADERSHIP 4 Starbucks defines organisational creativity as the use of the three components of knowledge, motivation, and a new way of thinking in the organization's operations. As a result of investors' interest in studying consumer behaviour patterns, Starbucks is continuing to grow its new company with venture capital investment. Also noteworthy is that Starbucks has been able to maintain a healthy balance between the organization's flexibility and rigidity throughout which has contributed to the company's market dominance. Starbucks considers employees like partners, in addition to serving customers in a warm and inviting manner. This is an excellent approach because it makes staff feel like they are significant assets to the firm. Starbucks leadership utilises a transformational leadership style as a consequence of the notion of personal identification. The company should focus its efforts instead on acquiring new resources, centralising cost leadership, and innovating in logistics and material management. Starbucks should also pursue the acquisition of its Japanese local chain partner. It is characterised as ethical leadership when personal actions and interpersonal relationships exhibit normatively appropriate behaviour, and when such behaviour is promoted to followers through two-way communication, reinforcement, and decision-making, it is classified as ethical leadership. An urgent call to action for ethical leadership is needed now more than ever in view of the current credit crisis, the worst global recession in decades, and the numerous scandals that have involved big international commercial organisations. In addition to transactional leader behaviours such as setting ethical standards and holding followers responsible for their ethical conduct, ethical leadership covers a wide range of additional behaviours in addition to transactional leader behaviours. When it comes to the relationship between corporate culture and employee performance, it is feasible that ethical leadership will function as a mediating element. As the primary technique for developing ethical leadership skills and insights, personal reflection guided by resources that strengthen the fundamentals of moral principles and leadership insights must be used. It is necessary to

Running Head: STARBUCK AND ETHICAL LEADERSHIP 5 make ethical judgments at the highest levels of an organisation while making attempts to prevent and halt the occurrence of dark side behaviour from occurring. Zero-tolerance policies, which are enforced by executives who also adhere to these values, make it impossible for employees to engage in antisocial behaviour. When a business is led by ethical principles, the likelihood of it being entangled in the kinds of large-scale corporate scandals that dogged the beginning of the new century is considerably decreased. In addition to lowering risk exposure, ethical leadership offers a number of additional significant benefits for both individuals and organisations, which are addressed in further detail further below. Ethical leadership greatly reduces the chance of making costly mistakes and results in a number of major benefits for both individuals and organisations alike. These positive outcomes are indicative of moral progress because they demonstrate that practitioners are successfully carrying out their moral duties in their particular domains of expertise. Integrity, accountability, and openness are the three components that underpin ethical leadership. Leaders must take into account their own moral character, as well as the ethical legitimacy of their vision and aspirations, which followers can either embrace or reject, as well as the morality of the decisions and actions in which they engage and which they pursue as a group. It is people in managerial positions within an organisation that act as role models for ethical behaviour, communicate about what is right and wrong, and support ethical behaviour among their colleagues who are referred to as ethical leaders. When it comes to today's fast-paced, highly competitive work environment, ethical leadership is very essential to possess. Using the display of the leaders' own ideas and values, as well as their own attitudes and good behaviour, moral leadership is intended to inspire ethical behaviour in employees. References

Running Head: STARBUCK AND ETHICAL LEADERSHIP 6 Argenti PA. (2020). Teaming up with Activists: HOW STARBUCKS WORKS WITH NGOS. California Management Review. 2004;47(1):91-116. doi:10.2307/41166288. Swaine. (2019). Starbucks Corporation SWOT Analysis .Starbucks Corporation SWOT Analysis. August 2020:1-7. Gotten to August 23, 2021. http://search.ebscohost.com/login.aspx? direct=true&AuthType=sso&db=buh&AN=146004382. GARCIA J. (2018). Sonnet with Starbucks and Kissing and Trees. Massachusetts Review: A Quarterly of Literature, the Arts and Public Affairs. 2021;62(2):359. doi:10.1353/mar.2021.0064. Ignatius A. (2017). Starbucks CEO Kevin Johnson on Work, Joy, and, Yes, Coffee. Harvard Business Review Digital Articles. September 2019:2-6. Gotten to August 23, 2021. http://search.ebscohost.com/login.aspx? direct=true&AuthType=sso&db=buh&AN=138924074.

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