Contemporary Management Issues
Assignment Brief
BUS6001 - Contemporary Management Issues
As part of the formal assessment for the programme you are required to submit a Contemporary Management Issues assignment. Please refer to your Student Handbook for full details of the programme assessment scheme and general information on preparing and submitting assignments.
Learning Outcomes:
After completing the module, you should be able to:
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Exhibit an understanding of the key dynamic forces impacting on business and society.
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Critically evaluate the relationship between such forces in terms of effective strategic decision making.
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Prepare an evaluation of an organisation’s responses to key dynamic forces in the contemporary business world.
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Select and use decision making tools to address contemporary drivers for change.
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Analyse the relevant theoretical foundations to support the identification and application of effect corporate responses to contemporary management issues.
Maximum word count: 4,000 words
Please note that exceeding the word count by over 10% will result in a reduction in grade by the same percentage that the word count is exceeded
Assessment Task
Report BUS6001 - Contemporary Management Issues
This assessment is worth 100% of the total marks for the module.
Case Study
Starbucks pledges £7m to develop ‘fully recyclable and compostable’ cups
Coffee giant Starbucks has committed $10m (£7m) to bringing a fully recyclable and compostable cup to the market within three years.
The move came after a decision by the company to honour a decade-old pledge to introduce 100 per cent recyclable coffee cups.
The move marks the third such commitment made by Starbucks to move towards recyclable cups. In 2008 Starbucks boldly told the world it would work on switching to a 100 per cent recyclable paper cup. Today it finally committed money to that effort.
In a statement, Starbucks said: “No one is satisfied with the incremental industry progress made to date, it’s just not moving fast enough. So today, we are declaring a moon shot for sustainability to work together as an industry to bring a fully recyclable and compostable cup to the market, with a three-year ambition.”
Please see below links for full article and further reading.
Starbucks pledges £7m to develop ‘fully recyclable and compostable’ cups. Available at:
Question
Considering the case study above or your chosen organisation, select any two drivers for change discussed in the module materials.
Critically evaluate how they are currently impacting upon strategic decision-making and other activities (commercial or operational) of Starbucks or your chosen organisation. Your discussion should include:
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Drawing upon appropriate sources of information, discuss the nature of the pressures for change brought about by your two selected drivers
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Provide a critical evaluation of the organisation’s current response
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Recommend how the organisation might enhance its response over the next decade
Please note the following instructions for the assignment:
You will need to undertake some secondary research to complete the assignment and to develop the evidence base to support your conclusions. You may use the case study or select any organisation upon which to base your research but you are strongly recommended to select an organisation that you have worked for or one you feel you can research easily.
Sample Answer
Starbucks and the Dynamics of Organisational Change
Introduction
In the modern business landscape, the pace of change is relentless. Globalisation, environmental challenges, and shifting social values have reshaped how firms operate and compete. For global brands such as Starbucks, these changes are not simply external pressures but integral elements of strategy formation. The company’s pledge to invest £7 million in developing fully recyclable and compostable cups demonstrates how sustainability has evolved from a peripheral concern into a strategic imperative.
This report critically examines two contemporary drivers for change that have shaped Starbucks’ strategic decision-making: environmental sustainability and technological innovation. It explores how these drivers influence the company’s commercial and operational strategies, evaluates the adequacy of its current responses, and offers recommendations for improving its future approach. The analysis draws on theories of change management, sustainability strategy, and decision-making frameworks relevant to contemporary organisations.
The Dynamic Forces Impacting Starbucks
Starbucks operates in a global market influenced by economic, social, environmental, and technological trends. As a company serving millions of consumers daily, it is at the intersection of social responsibility and commercial ambition. Its business model depends on consumer perception, supply chain integrity, and operational efficiency , all of which are now under scrutiny due to growing awareness of climate change and digital transformation.
The two chosen drivers for change , sustainability pressures and technological innovation , are particularly significant because they are reshaping not only Starbucks’ internal operations but the entire food and beverage sector. Both drivers present opportunities for differentiation and growth but also demand considerable investment, cultural adaptation, and rethinking of long-held business practices.
Driver 1: Environmental Sustainability
Nature of the Pressure
Environmental sustainability has become one of the most urgent global challenges. The rise of environmental activism, stricter government regulations, and heightened consumer awareness have forced companies to rethink their use of materials, supply chain ethics, and carbon footprint. Starbucks has faced increasing criticism over its use of disposable cups, which contribute to global waste and plastic pollution.
According to the Independent (2018), Starbucks’ pledge to invest £7 million towards creating recyclable and compostable cups represents both a response to public pressure and a recognition of its corporate responsibility. The move aligns with the Triple Bottom Line framework (Elkington, 1994), which emphasises the balance between profit, people, and the planet. The pressure here is multidimensional, regulatory, social, and reputational.
From a stakeholder theory perspective (Freeman, 1984), Starbucks’ environmental commitments serve multiple audiences: customers demanding ethical consumption, governments implementing waste legislation, and NGOs advocating for sustainability. Ignoring these pressures would risk both brand value and long-term profitability.
Impact on Strategic Decision-Making
Sustainability pressures have fundamentally altered Starbucks’ strategic priorities. The company has integrated environmental goals into its corporate mission, reframing its identity from a coffee retailer to a responsible global citizen. Strategic investments in recyclable packaging, renewable energy, and ethical sourcing of coffee beans have become core components of its brand narrative.
Operationally, Starbucks has invested in supply chain transparency through its Coffee and Farmer Equity (C.A.F.E.) Practices, ensuring that raw materials are ethically and sustainably sourced. It has also embraced the Circular Economy concept, aiming to reduce waste and repurpose materials.
These decisions are strategic, not symbolic. Starbucks recognises that environmental stewardship can drive long-term efficiency, customer loyalty, and brand trust. By adopting life-cycle assessment techniques and measuring environmental performance, the company links sustainability with financial viability, a clear example of strategic sustainability integration.
Critical Evaluation of Current Response
While Starbucks has made notable progress, its current sustainability strategy remains partially reactive. Much of its response has been driven by external scrutiny rather than intrinsic innovation. The company’s investment in recyclable cups came after years of public criticism and lagged behind customer expectations.
Furthermore, challenges persist in achieving scalability and cost-effectiveness for sustainable materials. Recyclable cups often require specific waste-processing facilities, which are not universally available. As such, the environmental benefits are geographically inconsistent.
Starbucks’ approach also raises concerns about greenwashing , where sustainability messaging outpaces tangible results. Despite public pledges, the company continues to face criticism for overuse of plastics, limited circularity, and unsustainable water consumption in some markets.
Continued...
