With technology growth, business has become a fast global competitive work environment, with a challenge of sustainability (needs of the present without compromising the needs of the future). Today, businesses must find ways to be effective, efficient, and environmentally friendly. Starbucks’ new recyclable cup is a good business strategy of being effective, efficient and conscious to the environment.
In any businesses, one must know every aspect of their product and/or service. For example, although Starbucks allows their customers to bring in their own cups for their orders, there were a few line items that could not be controlled. A customer’s personal cup may hold more ounces or shaped differently which increases preparation time for their order. Inventory and costs of paper cups, trash bags, etc. were inconsistent and due to the economy, other sale items were probably on a decline.
By marketing an affordable recyclable cup, the process time will be minimum when preparing orders (even if there is an added step for sterilization). The order of paper and plastic cups will be on the decline and waste will decrease (i.e. trash bags costs will decrease). And sales will increase gradually, as customers will be eager to purchase an affordable recyclable cup for a dollar vs. the more expensive one. Therefore, Starbucks’ marketing strategy covered every aspect; time, cost, and the environment. How will you be effective, effective, and environmentally conscious with your business?
Stay tuned for future articles relating to different industries and how they too can be effective, efficient and sustainable.
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