Contemporary Business 14th Edition by Louis Boone, David Kurtz

تمرين 19

Starbucks Introduces a New Store-Design Strategy: In June 2009, the coffee-selling giant Starbucks announced that as it builds new stores and renovates existing ones worldwide, the company plans to design them with two goals in mind: reflecting the character of the neighborhood and striving for a reduced environmental impact. The project is part of Starbucks' efforts to reposition itself. Arthur Rubinfeld, the president of Starbucks Global Development, said, "We recognize the importance of continuously evolving with our customers' interests, lifestyles and values in order to stay relevant over the long term." The company will employ local artisans and materials and use recycled and reclaimed materials to make each store unique. It has also commited itself to conserving water and energy, recycling where possible, and using "green" construction methods. Among its goals are:
• to use renewable resources for 50 percent of the energy used in its stores
• to make its stores 25 percent more energy efficient to reduce green-house gas emissions
• to meet U.S. Green Building Code LEED (Leadership in Energy and Environmental Design) certification standards for all its new stores
• to implement a 100 percent reusable or recyclable cup supply by 2015
• to have recycling in stores where it controls waste collection by 2015.
The company has already put some of these goals into practice. For instance, it reduces its prices by 10 cents for customers who bring their own travel cups. The company is also replacing incandescent light bulbs with LED bulbs to save energy and expense. Special signs will be installed in new and renovated stores to explain their "green" and sustainable features and construction methods.Three stores now embody this new strategy: two in Starbucks' hometown of Seattle and one at the Paris Disney Village.
-How has Starbucks involved its customers in these efforts?