The business organizations are actively required to focus towards identifying and evaluating the emerging industry as well as the society needs and requirements so that the stakeholder satisfaction can be retained and further the business growth can be ensured. Focusing towards such changing industry preferences as well as the stakeholder preferences it can be reflected that sustainability is a key area that is to be focused upon. It is important for the organization to understand the need and importance of sustainability and should be aligned with that of the strategic process in the industry. This discussion is focused on evaluating the key strategic approaches being adopted by Starbucks, also will reflect upon key employee skills and abilities that can contribute towards the organization’s sustainability goals (Tur-Porcar, et al., 2018).
Starbucks being established in 1971 is among the leading brand in the coffee restaurant chain across the international marketplace. It is recognized as the marketer, roaster as well as retailer of premium quality speciality coffee in the global market. As per the industry data, Starbucks has more than 31,000 stores in about 80 countries employing more than 400,000 employees around the world. The mission of the brand is to ensure that they can provide their customers with quality products and services and to ensure the establishment of trust and loyalty within the society. It can be reflected that Starbucks along with the business growth also ensures that its employees, as well as the industry stakeholders, can be provided with growth opportunities as well as their well-being can be ensured (Starbucks, 2022).
As per the reports and statements released by Starbucks, it can be reflected that the brand effectively focuses towards the approach to sustainability by keeping a proper balance between the people’s satisfaction, profit as well as serving the planet or the community to which it belongs. Starbucks is highly committed to the environment and ensures that the organization is able to contribute more towards the plant as compared to what it takes from the environment. Focusing towards the key sustainability goals adopted by Starbucks, it has set targets to reduce carbon emission to 50% by 2030, through effective use of resources including water and proper waste management. Also, it has focused on promoting transparency so that the organization’s efforts can clearly be visible and further evaluation can be done (Warnick, 2020).
To ensure sustainability and to align it with that of the Organization’s Business Practices, Starbucks has categorized the sustainability approaches into recycling, energy, water, green building and climate change. Such ensures that every business decision being made by Starbucks is able to contribute more towards recycling and reducing waste, ensuring conservation of energy and resources as well as can contribute to the environment/climate in a more innovative and advanced manner. Along with such approaches Starbucks is also focusing towards designing and operating its stores in a manner that it can reduce the burden on the planet, by ensuring responsible furnishing to building materials as well as incorporating everything to achieve a common and diversified business goal (Starbucks, 2022).
Focusing towards that of the sustainable development goals (SDGs) being defined by the UN in the international marketplace, Starbucks can be identified to be focused towards goal 13: Climate action, i.e., to adopt key approaches and practices that can contribute towards eliminating or reducing the organizational impact over the climate. In order to achieve such a goal to climate change or protection, it can be reflected that the employees also have an important role. As their abilities and efficiency ensure the implementation of the defined strategies and approaches towards climate change in the industry.
My strength as an employee is effective communication and being a team player in a diverse team. Such can effectively be adopted and can be utilized to achieve the company’s sustainability goals to climate action or protection in the international marketplace. As considering the SDGs being adopted by Starbucks, the organization’s focus is towards creating a resource positive future, which reflects that the future generation has the required resources and such can be achieved by cutting the usage of the water and carbon as per the needs as well as ensuring proper waste management at the stores. To achieve the same, Starbucks has adopted the strategy to Carbon Neutral Green Coffee which eliminates water usage by 50%.
Therefore, to ensure such a resource positive position it is required that the management is effectively able to communicate about such vision to its employees and further they can act accordingly. In such a scenario, I can play a key role in contributing towards the implementation of the organization’s strategic approach towards resource management. Being a team player, I would actively be able to interact with the employees and the staff recruited by Starbucks and will be able to communicate with them and influence them to act as per the set strategies. My ability or the strength to interact or communicate with such diverse work populations or groups will help me to maintain a proper balance between organizational needs as well as employee satisfaction.
As it can be reflected that at the workplace, the employees will contribute towards the organization’s goal if their individual needs and requirements will be fulfilled. Therefore, at Starbucks, I can effectively utilize my abilities or strength to interact with the employees and the involved stakeholders and their needs and preferences can be presented to the management which will help the management at Starbucks to ensure a proper balance between the employee as well as the organizational sustainability goals. Such approaches will further help to enhance the 2030 goals of Starbucks in the industry, and will further strengthen the relationship of Starbucks with its industry stakeholders.
I have defined that my personal strength of being a team worker and an effective communicator will actively help the management at Starbucks to communicate and to engage the employees as well as the stakeholders towards the achievement of the organization’s sustainability goals. However, apart from that from the conducted skill or personality review test, it can be identified that I have key weaknesses including a lack of ability to foresee the future as well as being a specialist. It reflects that I am a team worker and has the ability to communicate effectively with others ensuring that the involved stakeholder is able to understand and can be influenced for a task or activity, but the key challenge is that I am not able to plan towards a long-term activity as well as cannot provide a specific and result-oriented approach to an issue. I can assist the management in the execution of the set strategy as well as can ensure the transfer of required information, but I face challenges or difficulties in forming a strategic plan or decision on my own, which can act as a major threat while developing and implementing sustainability decisions.
However, to ensure contribution towards Starbucks ‘ sustainability goals and practices, I can further adopt key practices towards improving my emotional intelligence or ability so that effective decisions can be made. In order to ensure improvement of emotional ability, the industry researchers have defined upon several key approaches and practices including controlling the feelings and thoughts. It can be reflected that the individual’s feelings have a major impact over their thought as well as over their mind’s ability to evaluate a situation and to make necessary decisions. Therefore, a basic approach towards improving emotional intelligence is to have a proper control over feelings and divert it towards set goals and objectives.
Further to enhance emotional ability, a key approach that I can adopt is to align others’ beliefs and understanding with my actions or strategies within the scenario. While contributing towards Starbucks sustainability goals, it can be defined that the need and expectation of the organization towards me are that I can actively understand the organization’s needs and can align my understanding and interest with the sustainability goal can further suggest or can recommend management about the innovative and advanced approach to the achievement of sustainability goals. As Starbucks has introduced responsible sourcing of coffee or raw materials as well as to reduce the water usage by 50% in the processing of coffee, therefore, in such process, I can further conduct market research as well as can conduct a brainstorming session within the team to ensure that innovative ideas can be developed and further the management can be recommended to adopt the same.
Apart from such a key practice that I can adapt to ensure improvement of my emotional ability is to identify and analyze the challenge or the issue being faced at the workplace and further utilizing as a learning opportunity. As to achieve sustainability goals, it is important that the organization has positive relations with the employees, but such can be identified to be a key challenge being faced by Starbucks due to the presence of a high level of diversity within the workforce it becomes a key challenge to ensure the satisfaction of every employee or staff working for the organization. In such a scenario, I can actively work towards improving the level of employee satisfaction at the workplace which can ensure the achievement of the sustainability goals for Starbucks.
Further, focusing towards my weakness of not being able to be a specialist or a goal-oriented, I would be required to undergo specific training and development sessions so that I can enhance or can improve my knowledge or abilities. As I would only be able to contribute towards Starbucks ‘ sustainability goals if I would have proper knowledge about the sustainability terms and approaches. As I am capable enough of executing the assigned task and influencing others, in order to make decisions on my own and to contribute additionally, I would be required to gather knowledge and understanding about the sustainability approaches and practices in the industry.
Such can be improved by undergoing proper training and development sessions as well as for opting self-learning approach towards sustainability. As under the training and development session, I would be able to take required help and guidance from the assigned coach or the mentor and can ensure that the required knowledge can be procured. On the other hand, to ensure effective learning under self-learning mode, I would be required to have a high emotional intelligence so that I can understand the approaches or the required content and can further develop my abilities to implement such understanding in the situation when and where required.
Focusing towards improving my skills and abilities will help me to develop an understanding of sustainability and its importance for Starbucks ‘ business retention, and further will be able to actively contribute towards ethical and sustainable goals. As to ensure proper resource utilization as well as reduction of emission and waste, it is required that a positive attitude towards the strategies and guidance issued by the management, and such can be achieved by ensuring high emotional intelligence as well as industry understanding among the employees. Such skill development is not only important from the sustainability point of view but is also important to ensure that my employability in the present industry is ensured and further the ethical and innovative approaches can be adopted towards the overall social and environmental development.
References
Starbucks, 2022. Environmental Stewardship. [Online] Available at: https://www.starbucks.in/responsibility/environment [Accessed 11 March 2022].
Starbucks, 2022. Our Company. [Online] Available at: https://www.starbucks.com/about-us/ [Accessed 11 March 2022].
Tur-Porcar, A., Roig-Tierno, N. & Llorca Mestre, A., 2018. Factors affecting entrepreneurship and business sustainability. Sustainability, 10(2), pp. 452-460.
Warnick, J., 2020. 5 things to know about Starbucks new environmental sustainability commitment. [Online] Available at: https://stories.starbucks.com/stories/2020/5-things-to-know-about-starbucks-new-environmental-sustainability-commitment/ [Accessed 11 March 2022].
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