Starbucks Mission Statement

Do you think that Starbucks has grown rapidly because of its ethical and socially responsible activities or because it provides products and an environment that customers want?

1. What factors accounted for Starbucks’ extraordinary success in the early 1990’s? What was so compelling about the Starbucks’ value proposition? What brand image did Starbucks develop during this period? Is the value proposition still valid in 2002?

Starbucks advertises two essential mission statements. First and foremost, it strives to “establish [ourselves] as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while [we] grow(s).” (Starbucks) Reflective of its mission, Starbucks bases its strategic campaign and communications on six indispensable philosophies; structuring a pleasant work environment in which employees are treated with “respect and dignity,” incorporating diversity in all business aspects, purchasing, roasting and delivering fresh coffee, retaining satisfied customers, giving back to the community and environment, and developing

2) Garthwiate, Craig; Busse, Meghan; Brown, Jennifer; Merkley, Greg “Starbucks: A Story of Growth” Harvard Business Publishing, July 2012.

When Howard Schultz launched Starbucks, its main targets were the competitors and the customers. Schultz’s brand aimed at gaining dominance in the coffee industry in addition creating a Italian coffee shop feel in the United States (Buchanan & Simmons, 2009). The strategy of Starbucks was based on new products, listening to customers wants and ensure future expansion (Buchanan & Simmons, 2009). In creating convenience for customers, Starbucks created stores almost on top of eachother. They hinged on the idea that, they did not want to lose out on a sale if a line was too long. This action, of placing stores in heavy populated areas, basing need on projected growth of an area caused some decline in sales during economic trouble with the economy. The 2007 recession, failure of subprime mortgages, increased competition from McDonald 's McCafe brand, and Dunkin Doughnuts all led to a decline in sales for Starbucks in the fourth quarter of 2007 (Buchanan & Simmons, 2009). To attempt to regain market share and recover after the

The Starbucks mission statement (“Our Starbucks Mission Statement,” 2011) comprises two important elements (a) an overarching statement of purpose, and (b) a set of “guiding principles” that interpret the meaning of the mission statement relative to six important aspects of the company’s business model (See Appendix for a complete description of the Starbucks mission statement). The overarching mission statement – “To inspire and nurture the human spirit one person, one cup, and one neighborhood at a time” – explicitly conveys the firm’s intent to extend its global presence

The CEO (Chief Executive Officer), Howard Schultz pointed that the main reason from the decline of “Starbucks Experience” was that the number of Starbucks shops increased sharply from only 1,000 to 13,000 within ten years. Other people considered their brand has been commercialized, and the customers hadn’t had enough enthusiasms to appreciate every moment of their coffee any longer. He suggested that Starbucks should re-find its origin. Nevertheless, his advice apparently was opposite to the

Starbucks is the company that will be discussed in this assignment. The impact that the company’s mission has had will also be discussed, as well as the success of the primary stakeholders. A SWOT analysis will be used so that their strengths and weaknesses can be analyzed as well as their threats and weaknesses. The five forces of competition will be In this capstone assignment, I will discuss Starbuck’s. I will determine the impact of the company’s mission, vision, and primary stakeholders’ overall success. An analyzation will be performed to identify the five forces of competition and their impact on the company. I will perform a SWOT analysis to determine the strengths, weaknesses, opportunities, and threats. Based upon the SWOT analysis a strategy of the strengths and opportunities will be capitalized while the weaknesses and threats will be minimized. Various levels and types of strategies will be discussed to maximize the competitiveness and profitability. I will outline a communication plan to make strategies known to all stakeholders. Two corporate governance mechanisms will be selected to evaluate the effectiveness of the controlling managers. I will evaluate the effectiveness of leadership within the corporation and make recommendations for improvement. An assessment of the efforts by Starbuck’s corporation to be a responsible and ethical corporation and the impact of these efforts on the corporation is bottom-line.

Corporate Strategy fundamentally is concerned with the selection of businesses in which the company should compete and with the development and coordination of that portfolio of business.[1] In the case of Starbucks the corporate strategy they have implemented is unique to their industry which has allowed them to differentiate from their competitors and is summarized best by Howard Schultz CEO of Starbucks, “We’re in the people business serving coffee,[2]” high quality specialty coffee and related products in a European café environment. It is clear Starbucks is in a growth strategy utilizing three key techniques that support its Mission, “to inspire and nurture the human spirit – one person, one cup and

In this paper, I will talk about Starbucks Company. I will define the influence of the vision, and mission of the company and primary stakeholders along with their overall success. An examination will be conducted to categorize five forces of struggle and their effect on the corporation. I will carry out a SWOT analysis to determine the opportunities, threats, strengths, and weaknesses. Founded on the SWOT analysis, a technique of opportunities and advantages will be exploited while threats and weaknesses will be diminished. Several types and levels of techniques will be talked over to operate the profitability and competitiveness. I will outline a plan of communication to make approaches known to all investors. Two corporate authorities will be designated to assess the efficiency of the regulating managers. I will also assess the effectiveness of management within the Company and come up with sanctions for upgrading.

McDonalds is the largest fast-food chain, which serves more than 160 countries in the world. The firm grew gradually in the last two decades in terms of market shares, revenues, and its franchise restaurants in the United States and worldwide. Furthermore, the fast-food chain believes that its mission and vision statements will provide and demonstrate the firm?s belief, philosophy, culture for its customers and stakeholders in the long-term. Regarding Starbucks, is the biggest retail coffee enterprise in the United States. The business was established in 1971 in Seattle, Washington. The mission of the company highlights on a welcome atmosphere for customers to come to the coffee shop, experience with the superior customer service, and a great taste of coffee. Unlike its mission statement?s belief, the firm?s vision statement emphasizes that the firm is strongly focusing on its product quality, the principle of the company, and future growth as well.

Today, Starbucks is the largest coffee corporation in the world, with over 20,000 stores worldwide. The need for text is no longer necessary, as the image for Starbucks is now synonymous with coffee.

Seattle based, Starbucks Corporation is the leading coffeehouse chain in the world. The company has its operations in more than 44 countries. The main products offered by Starbucks various kinds of drinks, snacks, coffee beans. The company also operates in the field of marketing of music, books (The Company, 2008).

"Starbucks mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. Starbucks is committed to a role of environmental leadership in all facets of our business." (Starbucks 2014)

Starbucks is a member of the United Nations Global Compact and has complied with the ten principles (UN Global Compact 2014). In the past decade,