Based on the SWOT analysis, competitive analysis, and recommendations in support of taking the sustainable initiative, this section of the report will present a system analysis to understand the problems in implementing the initiative. The sustainable initiative is to protect the environment by reducing wastes. Therefore, the company, Starbucks, has to implement the initiative of recycling the used materials and convert them into useful products. The following activity is suggested as one of the efforts to implement this initiative successfully.
Recycling Used Cups and Lids
The issue of environment protection has gained enormous significance in the modern age of awareness. Organizations confront this challenge of contributing toward a pollution-free environment by making comprehensive efforts. Starbucks enjoys a reputation of being a pioneer in pursuing the objectives of higher organizational ethical standards. The company strives hard to implement procedures and carry out processes that ensure environmental safety and people's health. With the increase of industrial activities, the need for wastes removal efficiently has become pivotal to safety and health (Stead & Stead, 2014). Since the company deals in beverages and bakery, the major factor to be considered in waste management is how to dispose of the used packaging materials. The disposable packaging materials used in the Starbucks products include coffee cups, cup lids, straws, paper boxes, paper trays, etc. This research confines to the waste management issue of used coffee cups and lids. The sustainable initiative that the company plans to implement is recycling and reusing the disposable packaging materials used in their products. The main activity aims at developing an efficient plan and implementing it subsequently to recycle and reuse disposable cups and lids.
Starbucks is a market leader in its industry and it has the maximum outreach to its potential customers. Consequently, the quantity of disposable packaging waste is substantially huge. The number of coffee cups consumed and thrown off exceeds four billion a year. The issue needs to be addressed employing the best practices and technologies.
Functions Involved in the Recycling of Cups
The recycling of cups used in Starbucks products involves various sub-activities. The company has to pledge for making result-oriented efforts to achieve the target of recycling and reuse of the disposables. Efforts need to be sought at the strategic level. The company policies need to be revised regarding the issue. Funds have to be allocated, which must be enough to complete the implementation of the initiative. The activity of finding out a proper way to deal with the products’ wastes entails developing paper cups for coffee that can be easily recycled and made available for reuse. It requires research and technological advances. The company has to search for specializing agencies that are working to improve the recycling processes, and collaborate with them in achieving the goal. The other thing to be considered is collecting the used cups and lids from public places so that they can be made available for reuse. Dealing with the issues of costs incurred in pursuing this objective is to be prioritized. Another sub-activity is to take necessary action in spreading awareness of the recycling and reuse of wastes among the consumers, preferably worldwide because the company has an extensive outreach to the customers in almost all parts of the world. The company has to convince the governmental agencies for the support of this cause, and create a harmony with the authorities so that the legal issues and administrative policies could be addressed accordingly.
Suggested Changes to Complete the Activity Effectively
The first thing to be changed is the company's priority of goals regarding the recycling of wastes. It is the need of the hour to understand the significance of the issue. The increasing protests against the company by the advocates of environmental cleaning and safety cannot be overlooked. The company must decide that this initiative is to be implemented with top priority. The issue of recycling needs a large amount of funds and, therefore, the limit of allocated funds necessary for this project must be extended that would prove sufficient. These funds will make it possible to find and establish methods of designing and developing the coffee cups that can be easily recycled without incurring huge amounts of expenses. The use of recycled materials in producing disposable cups for coffee is very expensive currently (Hocking, 1994). By applying technological improvements in this procedure, the costs can be reduced considerably. The collecting of thrown-off cups can be made efficient by focusing on the recycling drop-off centers, as they provide a more feasible and cost-effective way than the other options like buy-back centers or curbsides. This objective can be achieved by convincing the public to help recycle the coffee cups. Therefore, the company has to develop certain programs that create the desired awareness and persuade consumers to be a part of environmental protection efforts.
Efficiency of the Suggested Changes
A sufficient increase in the allocation of funds can trigger the pace of necessary technological development needed for recycling. Once the goal is set to develop such paper cups as are recyclable cost-effectively, this issue of waste management will easily be tackled. The remaining efforts will only be confined to the collection of disposed of cups. The recycling drop-offs are convenient for the public and they do not cost money. They can be contacted by the company for organizing the collecting efforts. These centers can be made available everywhere to give enhanced reach to people. The awareness among the people will make them comply with the company's strategy of recycling. Consumers have the right to becoming aware of the company's change strategies and priorities. Their confusions regarding the reuse of thrown-off cups can be addressed to meet the challenge of environmental cleaning.
Part II: Recommendations Based on Theory
To achieve the objective of efficient waste management and recycling the coffee cups for reusing, the company should use its goodwill, resources, and funds. The company stands first among the industry competitors and has a reputation for setting high standards in every aspect of its business. This goodwill should be used to convince the customers and the stakeholders to involve in a collaborative effort of making the environment clean. This well-established positive image of the company can be utilized to influence the administrative and legislative authorities for creating feasibility in policies and procedures that deal with collecting, reproducing, and reusing materials. The government can assign agencies to supervise and support the efforts made by the company.
The company should use its resources to achieve the goal. The issue should be highlighted through promotional efforts, and a strong message should be spread among the consumers and all the stakeholders. A massive campaign is needed to assure that the message of ‘clean environment’ is prevailing among the communities. This widespread communication is necessary to pave the way for developing a system of wastes removal and economically efficient reusing of materials. The company abounds in data concerning the development of paper cups and plastic lids since its establishment. This data can be used as a foundation for developing better coffee cups. The company has a tremendous strength of its personnel, who can share ideas, techniques, and suggestions based on their immense professional experience to improve the quality of cups and lids. The company can establish a technology hub for its disposal. This technology center will be dedicated to improve the processes and systems involved. The center will deal with the issues of quality, safety, and innovation.
The need for funds is universal to run any business. The project of waste management affirms this need the most. It is an expensive initiative to be taken and it can only be completed if the company sets a significant portion of the revenues for it. It may cost millions of dollars for the successful completion of the project. However, the purpose of waste management and environmental safety is much higher than the costs incurred.
Determining the Suitable Management Theory
The management theories have been developed by researchers to increase the understanding of businesses. They suggest ways to enhance productivity, revise procedures and processes, and improve employees’ performances. Different theories of management practices have different implications and effects on businesses. The most suitable business management theory to serve Starbucks in implementing the initiative successfully would be the scientific theory of management’.
The Scientific Theory of Management applies scientific principles to engineer the business process and improve management practice. Its objective is to increase productivity by defining every job and assigning the right person for work. The theory helps increase the workflow (Waring, 2016). Processes are redesigned, jobs are divided into smaller tasks, and tasks are simplified. Timing is associated with every task to improve performance. Employees are selected, trained, and monitored to work for a particular position. Managers are supposed to monitor the performances of their subordinates in fulfilling their assigned tasks.
Applying the Scientific Management Theory
The scientific theory applied to implement the initiative will give the desired results. The waste management issue needs a multi-faceted effort to solve it. The success of the project will be ensured by applying this theory to the full extent.
The scientific theory will help the company in recruiting the most appropriate professionals to work on the activity suggested above. The selected hires will be trained further to become competitive and productive. They will be assigned specific jobs which they have to complete within given time constraints. Their performance shall be monitored and evaluated as well. Getting the jobs done by appointing the right persons will improve the chances of success. The implementation of the initiative needs personnel of technology, expertise, and experience. The dedicated professionals working on the project will guarantee positive outcomes. Managing the employees in light of this theory will increase the company's productivity in the long run. By achieving success in the implementation of the desired initiative will eventually benefit the organization overall through increased profits, strengthened brand image, and unparalleled goodwill.
The company can revise the processes of quality improvement of all its functions. The process improvement is the most important aspect of the issue of recycling. From collecting of used cups to processing them for reuse to creating awareness among people regarding waste management – all phases of this activity require a sound basis for quality and success. The scientific theory of management will provide the basis for working on all these processes of the system developed for waste management by the company.
The theory will increase workflow by allowing the company to systematically work in the required direction. Managers will make plans for achieving the set goals and supervise the work carried out by the employees. A certainty will be achieved that the progress is satisfactory. The possibilities of failure and loss will be reduced. The wastes management department of the company should be independent and there must not be any interruptions of other departments. The autonomy of the department depends on the assigned authorities to it. It should be responsible for achieving the goal and, therefore, it has to engineer and implement its processes without the interruption of others. The activity of waste management and recycling the paper cups will give the required outcomes by effectively managing time, personnel, resources, and processes (Sharp & McDermott, 2009).
The scientific theory supports the aforesaid recommendations. The main issue in implementing the initiative is the costs involved in research and development and the recycling processes of the used materials. When process re-engineering will be applied to the activity, the desired outcomes are achieved with certainty.
Part III: Solutions to Address the Issue
A sustainable company focuses on the present without ignoring the future. It demonstrates high ethical standards in carrying out its business activities and pursuing its organizational goals. A commitment to the welfare of society is at their highest priority. Their company vision and mission clearly state that they care for employees, stakeholders, and the community. Further, they employ the most updated techniques and technologies to address the confronting problems. The companies who strive for building a strong brand by taking bold and great initiatives emphasize efficient use of resources available, full compliance to the regulations and standards, and effective management of personnel, time, and money.
The companies that indulge in taking sustainable initiatives have certain attributes. Their management work in collaboration with employees to achieve better results. They tend to control costs to maximize profits. They make efforts to recycle waste for ensuring a safe environment. They do not tolerate any business practices that can have adverse effects on the future economic, social, or environmental conditions. Their supply chains are efficient, cost-effective, and reliable. They develop sustainability policies and implement them to the full extent.
Companies like Eco-Fi, Patagonia, etc. have set high standards and used practices to attain the sustainability objective. They have implemented certain initiatives in their businesses that have established their reputation as the best environment-friendly companies. They never compromise on the quality of their products. They ensure the processes involved in developing their products do not cause harm to others. They have incorporated the very basic ideology of their businesses into the products they develop to ensure the realization of their vision and mission (Reinhardt, Casadesus-Masanell, & Kim, 2010). They take care not only of their customers and shareholders, but also the environment in which they carry out their business operations.
Starbucks is a company that operates globally and it confronts the legal and social requirements of different countries. Therefore, it has to make efforts for creating a uniformity of its policies and business processes. The solution to the problems in implementing the sustainability initiative of recycling coffee cups and lids is to develop recyclable coffee cups and lids. Since the recycling of plastics lids and paper cups, lined on the inside with plastic or wax, cannot be recycled easily, the company must have to indulge in research and development processes to develop better cups and lids that can be recycled for reuse easily and economically. The other aspects to be considered or the related activities to be carried out involve collection of waste materials (used cups and lids), marketing campaigns to increase public awareness of the issue, and creating uniformity of the company policies in all locations.
The best practices deployed by companies like Eco-Fi, Patagonia, etc. should be adopted by the company to pursue its goal of efficient waste management. The product as well as its development cycle should be environment-friendly and have no harmful effects. The profit-making should not be the sole purpose of the company's business ventures. Any activity that could prove harmful to the present or the future environments must be stopped immediately. the company's vision and mission must show a concern regarding environment protection. The employees should be motivated to adopt a healthy attitude and healthy habits. The marketing department has a great role to play in this scenario. People mostly do not seem to be convinced of using recycled products. There should be no concern that the sales might decrease when customers will know about recycled paper cups. By carrying out efficient promotional campaigns, the customers will adapt to the new practices of the company. They will admire the important strategic changes made at the right time to ensure the environmental safety.
The local conditions vary from region to region. Therefore, the company confronts a difficulty in the recycling process. The company has to make standard policies and strategies in this respect. Further, to address the specific problems of different regions, the company should build local teams. These teams will focus on the local issues in implementing the initiative and find a solution to specific problems. They will identify opportunities and make use of the resources available to them.
The company should redesign their outlets to a little extent only to highlight their message of environmental safety through the use of recycled products. There should be printed advertising messages on all the packaging materials to reinforce the idea of a clean environment. Rewarding programs can be started to motivate people for actively participating in the promotional campaigns of the company. Finally, the company must seek professionals who display excellent professionalism and are dedicated to the company’s cause. These professionals are supposed to create harmony between the company’s environment-friendly initiatives and consumers’ preferences. They will change the views of people about the use of recycled packaging products.
References
Stead, J. G., & Stead, W. E. (2014). Sustainable strategic management. Routledge.
Hocking, M. B. (1994). Reusable and disposable cups: An energy-based evaluation. Environmental Management, 18(6), 889–899.
Waring, S. P. (2016). Taylorism Transformed: Scientific management theory since 1945. UNC Press Books.
Sharp, A., & McDermott, P. (2009). Workflow modeling: Tools for process improvement and applications development. Artech House.
Reinhardt, F. L., Casadesus-Masanell, R., & Kim, H. (2010). Patagonia. Harvard Business School Strategy Unit Case, (711–020).
