Positioning značky Starbucks a její společenská odpovědnost jako reakce na výzvy kávového sektoru

This thesis examines how Starbucks leverages brand positioning and corporate social responsibility (CSR) to address current challenges in the global coffee sector, with a particular focus on the Czech Republic. Using a mixed-methods approach, it combines qualitative interviews with Starbucks managers and a quantitative survey of Czech consumers to analyze the interplay between global brand values, local adaptation, and stakeholder perceptions. The findings show that Starbucks’ emphasis on coffee quality, a consistent customer experience, and the creation of a “third place” environment help the brand stand out in a competitive market. Starbucks’ CSR initiatives—from environmental projects to community support—are firmly embedded in both global strategy and local operations. However, the research also identifies a gap between the company’s internal commitment to CSR and consumer awareness, which limits the potential of CSR as a tool for brand loyalty and differentiation. The thesis concludes with recommendations for improving CSR communication and stakeholder engagement, and discusses limitations related to sample size, demographic representation, and the single-country focus. The results contribute to a deeper understanding of how multinational brands like Starbucks can align business strategy and social responsibility to build trust and long-term value in the coffee industry.