Starbucks Retail Stores Essay Example | Topics and Well Written Essays - 3000 words - 1

Starbucks Retail Stores - Essay Example This essay stresses that social responsibility, and in particular consumer and community considerations play central role in the process of Starbucks brand positioning. It is acknowledged that Starbucks coffee shops are active members of local communities. Starbucks coffee shops are found on â€Å"the near-by corner†, being 200 in London alone. Through a consistent policy of community-directed events and wide-spread initiatives, Starbucks have continuously supported community growth and added to community satisfaction. The â€Å"Bookdrive† initiative is running for a third consecutive year where Starbucks customers donate books to local schools, nurseries or hospitals. â€Å"Timebank† is another community-targeted endeavour, involving individuals in various local activities. The â€Å"Workwise† program is targeted at employability of young people. Starbucks â€Å"ethical coffee† was initiated along with other retail shops promoting â€Å"Fairtradeà ¢â‚¬  principles. Acknowledging that Starbucks coffee shops are not merely coffee traders, but are active members of the local communities, has long-term benefits for the company in terms of brand positioning. This paper makes a conclusion that the strengths of the Starbucks brand include international know-how, advanced brand recognition, quality raw materials, premium speciality coffee products, good shop locations, personalized service, special attitude and community-oriented social policy. Still, markets and consumers are not static; therefore brand-supporting activities should be continued, and adjusted to changing market developments.

Racism Essay Example | Topics and Well Written Essays - 250 words - 2

Racism - Essay Example Racial discrimination has been one of the most critical issues of the world. According to the sociologists’ view, the concept of race is a social construct. Sociologists also believe that this social construction of race exists because of various social, political, and historical processes. Adams found that race as social construction is often used to develop a domination structure in the United States (64). In the United States, there exist behavioral differences between different groups of people, such as, European White community and American White community. An understanding of the characteristics of all groups of people plays a vital role in shaping the personal experiences. Racial discrimination has also been a critical issue in the United States. In U.S., many racial/ethnic groups exist which focus on the relationships between Whites and Blacks. The government of the United States believes in the concept of equality, and provides equal opportunities to all people regardless of race, sex, and