[마케팅] 스타벅스 마케팅 전략, 경영 철학, 성공 전략에 대한 영어 영문 보고서

소개

스타벅스에 관한 영문 자료로 파트 1에는 세계화에 따른 경영자의 역할과 기업의 사회 활동과 기업가 윤리를 파트 2에는 의사 결정, 계획의 설립, 전략적인 경영, 계획 도구와 테크닉을 파트 3에는 조직 구조와 디자인, 조직내 의사 소통과 정보 기술, 인적자원 관리를 파트 4에는 리더쉽, 직원의 동기부여, 그룹과 팀의 이해를 파트 5에는 경영 통제의 기초 설립, 변화와 혁신에 따른 경영을 담고 있습니다.

목차

part 1.... Defining the manager`s Terrain (경영자의 역할)
part 2.... Planning
part 3.... Organizing
part 4.... Leading
part 5.... Controlling

본문내용

Corporate Social Responsibility and Ethics

Good coffee is important to Starbucks, but equally important is doing good. Starbucks takes that commitment seriously. Its website states, "Corporate Social Responsibility. It`s the way we do business. Contributing positively to our communities and environment is so important to Starbucks that it`s a guiding principle of our mission statement. We jointly fulfill this commitment with partners (employees), at all levels of the company, by getting involved together to help build stronger communities and conserve natural resources." Here is a list of some of the things that Starbucks has done in relation to its corporate social responsibilities:

• Requires its stores to donate to local causes and charities
• Made part-time employees eligible for health and pension benefits
• Works to protect the rainforest
• Introduced recycled-content paper cups in early 2006
• Introduced a bottled-water product called Ethos and will donate 5 cents per bottle sold to boost clean-water supplies in poorer countries
• Provided assistance to coffee farmers and their families in southwest Mexico and northwest Guatemala after Hurricane Stan in October 2005
• Launched an international program to offer better pay to coffee farmers who treat their workers and the environment decently

In 2001, the company began issuing an annual corporate social responsibility report, which addresses the company`s decisions and actions in relation to its products, society, the environment, and the workplace. These reports are not simply a way for Starbucks to brag about its socially responsible action, buy are intended to stress the importance of doing business in responsible way and to hold employees and managers accountable for their actions.
Starbucks also takes its ethical commitments seriously. Each top-level manager who has financial responsibilities signs a "Code of Ethics" that affirms his or her commitment to balancing, protecting, and preserving stakeholders` interests. All store employees (partners) have resources ("Standards of Business Conduct," the Partner Guide, the Safety, Security and Health Standards Manual) to help them in doing their jobs ethically. And the company created a process for employees to raise complaints and concerns they may have over questionable accounting and internal accounting controls.

참고자료

· management ninth Canadian edition
· Stephen P.Robbins, Mary Coulter, Nancy Langton