One significant problem faced around the globe is the increased use of foam pack
ID: 432085 • Letter: O
Question
One significant problem faced around the globe is the increased use of foam packaging, which has often been cited as a source of many environmental problems. A number of environmentally-focused organizations have challenged global companies to reduce or eliminate their use of polystyrene.
One company heeding the call is Dunkin’ Donuts. The company recently announced its plan to eliminate all polystyrene foam cups throughout its global supply chain by 2020. The coffee giant will replace foam coffee cups with double-walled paper cups. The majority of the company’s international operations have already begun using paper cups; New York City and California will be adopting the new cups this year.
The move to eliminate foam cups is a significant change in the company’s supply and distribution chains. This is no small matter – there are more than 9,000 Dunkin’ Donuts restaurants in the U.S. alone – that’s a lot of coffee cups!
1. Do you think this is a PR stunt?
2. What are the SMART objectives set by Dunkin’ Donuts?
3. Develop five SMART objectives for a product of your choosing. Have the goals reflect various strategies including growth, sustainability, profitability, etc.
Explanation / Answer
1. I don't think that this is a PR stunt. If the required resources are allocated by the company, then it is definitely possible to completely replace foam cups with paper cups. The fact that majority of the company's international operations have already began using paper cups and that New York and California will be adopting the same this year proves that it is not a PR stunt.
2. Eliminating foam cups by 2020 throughout its global supply chain is the smart objective set by Dunkin’ Donuts. The objective is definitely specific, measurable and achievable. In addition, it is relevant and timely when considering the rate at which the environment is degrading and the role that companies are required to play to minimize their impacts on the environment at present.
3. My product is an e-commerce company selling furniture. Some of the smart goals for my product would be to increase search engine traffic by 10% within the next two months, to add $40,000 to the revenue of the business in the next quarter, to improve positive customer reviews by 20%, to improve our market share by 10% and to spend at least 10% of the profits on social and environmental initiatives.
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