Starbucks
Corp. has incorporated an eco-friendly coffee cup in some of their café locations.
This new change has featured a liner made from compostable materials instead of
a plastic liner. They considered 12 different protocols before officially pursuing
this new version in order to ensure that their drinks would not seep through
and remain hot. Starbucks decided to integrate this new cup in hopes of addressing
concerns regarding the waste they produced without changing the quality of
their cups. In addition to the new coffee cups, Starbucks stated they would put
effort into cutting their amount of waste generated in half by the year of 2030.
I personally
found this article interesting because as a Starbucks customer I was not aware
of this eco-friendly change. I find it admirable how they managed to take their
employees and consumers concerns into consideration to improve their products and
still satisfy their target market. This supports their strategy process of prioritizing
their customers’ needs by incorporating differentiation in their products to produce
an improved eco-friendly product.
I will always
keep in mind the importance of attending to your consumers’ needs which can be
extremely beneficial to the company or organization. Although Starbucks Coffee
Company was already providing quality products this situation came to prove
that there is always room for improvement. Changes such as this greener cup will
not only save the environment but will also become a competitive advantage against
their competitors.
I think this idea is great especially having a large company like Starbucks changing something big like their cups to have a positive outcome for the earth. Hopefully it will make other companies be eco-friendly.
ReplyDeleteVery smart considering all the other big consumer companies are doing the same to lessen the population in the world. This might be another marketing plan to attract customers too
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