Racism for individuals all across the world


Case analysis

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Racism has been an increasing concern for individuals all across the world. This is mainly because people grew up in a racist society that prevailed long back, and still today, it is in practice in different regions. One cannot judge how a particular person is just by looking at their physical appearance. One cannot particularly address someone as a rule breaker or criminal by considering their physical aspects (Snyder, 2006). This is known as racism, and this paper consists of a scene that happened in a Starbucks branch in Philadelphia. Two black men were waiting in the coffee shop and were waiting for one of their friends to arrive, but the cafe employees called 911 and complained about trespassing. Police came and handcuffed the two men without there being liable for anything.

Overview about the situation

Starbucks branch in Philadelphia called the police when two black men where came inside the Starbucks and asked if one of them could use the washroom so. In that conversation, the manager in the store said that according to the rules and practices of the store, the restrooms could be only used by paying customers, which mean people who only brought order anything from the store itself, the black man moved out of the store and sat in front of the store, this led to the manager of the store called the police and complaining that two men were trespassing. This led to the policeman coming at the situation and arresting both of the black men. The men said that they were waiting for someone because they had a business discussion about doing. After this incident, the police station had to let them go because of a lack of evidence. An online video of the police handcuffing the men after quiet interrogation also got viral on social media (Haskova, 2015). The CEO of Starbucks, Kevin Johnson, humbly asked Apologise to the men face-to-face and told all the news and the policeman and all the other news sources that he does not support any racial discrimination or profiling.

Starbucks and its effectiveness took action.

When Starbucks’ employees noticed individual black men sitting there without ordering something, they had a suspicion regarding them trying to plan something illegal. They quickly called the police because they thought it was dangerous for their property (Haskova, 2015). Starbucks gave for calling the police because they did not order something and were waiting there for a long time. They were waiting for a friend to show up who did, but it was too late, and they were already in handcuffs. This is not what they should have done, and it was very much socially unethical decisions from the site of Starbucks. All the white people who were there wondered why it never happened to them but to those two black guys who are sitting there doing nothing but talking among themselves. It should be understood that being a company as large as Starbucks and having a fundamental corporate social responsibility is not what this stands for. Individual people around there also questioned the decision taken by the starks, and they were also not satisfied with whatever happened. Thus, it can be stated that the decision taken by the Starbucks staff was not ethical or practical at all.

Understanding the proactive approach in addressing ethical issues

The proactive approach in addressing the ethical issues includes identifying the real thing that happened. Since the black men were waiting for a person, there is no fault in that, but he still got arrested. In this case, ethical practice should be taken against the manager who gave misleading information to the police. The mortality of the entire organization is significant (Donner and Loh, 2019). Starbucks’ actions are very, very right because they wanted to apologize for face-to-face to the person who also stated that ” stands for mli against discrimination for racial profiling. ” The effectiveness of this step is no doubt quite morally right. Coming to the point of making a negotiation or understanding the proactive approach in addressing ethical issues is since the company accepted their fault and wanted to apologize to the black man. Still, the amount of problem or the uncomfortability this is without doing any wrong is unacceptable. But since the police or the black men can negotiate and end it. The main part of the action taken by Starbucks was the apology face to face to the men who were arrested with misleading information.

Impact of the CEOs action on all the stakeholders

The incident of two black guys getting arrested in a Starbucks outlet for no apparent reason reeked of racism and discrimination. The United States of America has been battling racism against black people for a long time, and ever since the mid-seventies and the eighties, efforts have been made to eradicate this discrimination. In response to the incident of two innocent black men getting arrested for no apparent reason, the CEO of Starbucks saved Starbucks from accumulating a lot of negative PR, and it also kept its stakeholders. The CEO of Starbucks said that he wanted to apologize to the two black men arrested on trespassing charges when they were waiting for a friend of theirs. The CEO expressed that the company does not associate itself with such behavior that has been portrayed by that certain outlet in this state of Philadelphia and that he wanted to apologize to them face to face. This helped Starbucks’ CEO separate the company from the accusations of discrimination on the terms of racism and saved the company from getting a bad reputation. This assured stakeholders of the company that the company itself does not promote this kind of behavior.

Alternative action that the CEO could take

The action that the CEO of Starbucks took in response to two black men getting arrested by saying that he wanted to apologize to those two black men and he wanted to meet them personally so that he could apologize to them helped him to separate the company from the association of racism and discrimination. Not only that, when the CEO of Starbucks added by saying that they do not support this kind of behavior, they managed to save a lot of customers since the statement he gave meant that it happened only in one outlet and what happened in that one outlet does not mean that the company itself promotes racism. These steps that the CEO of Starbucks stock health the company come off clean on this incident. But, if you look at the incident from the point of view of those two black men, it was not enough since those two men were victims of racial discrimination and public humiliation for or doing absolutely nothing but being black (L, 2019). The CEO of Starbucks should have compensated those two black men by providing them free services for a year or two. This would have not only been somewhat just to those two men added with the apology, but it would have given the company a lot of positive PR.


Racism is a severe problem that had prevailed in the United States of America for a long time, and its roots back from the time when black men and women were undergoing slavery. Every day, many protests and debates take place in America regarding the problem of discrimination and racism that the black people of the United States have to go through. America has been trying to curb their older ways of treating black people and eliminate the discrimination that I have to go through give the color of their skin. What happened in the case of Starbucks with the two black men, who were arrested on account of trespassing when they were waiting for a friend to arrive, was a display of that racism. The CEO of the company handled the situation and took a stand against what happened shows that racism in America still exists but so do the people who don’t support that notion. The company’s CEO managed to not get the situation out of their Hands and was successful in retaining the stakeholders. What the CEO of the company did was perfect from a business point of view.




L., 2019. The Analysis of Determinants Affecting Consumers’ Decision to Choose Starbucks. Jurnal Manajemen, 23(3), p.393.

Donner, H. and Loh, T., 2019. Does the Starbucks effect exist? Searching for a relationship between Starbucks and adjacent rents. Property Management, 37(4), pp.562-578.

Haskovo, K., 2015. Starbucks Marketing Analysis. CRIS – Bulletin of the Centre for Research and Interdisciplinary Study, 2015(1), pp.11-29.

Snyder, M., 2006. State of the Profession: The Starbucks Effect. Academe, 92(1), p.70.



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