This component of the PESTEL/PESTLE analysis model identifies the effects of ecological or environmental conditions and changes on business. Starbucks faces the following ecological/environmental external factors in its remote or macro-environment:
Business sustainability trend (opportunity)
Growing popular support for responsible sourcing (opportunity)
Growing popular support for environmentally friendly products (opportunity)
The business sustainability trend focuses on business processes that ensure minimal environmental impact. In relation, responsible sourcing emphasizes corporate social responsibility in the supply chain. Starbucks has opportunities to enhance its performance in these areas. Note that the company already has responsible sourcing policies. Starbucks also has the opportunity to offer more of its products in recyclable packaging. Thus, in this part of the PESTEL/PESTLE analysis model, Starbucks Coffee has major opportunities.