Ethics, Ethics And Strengths Of The Starbucks Company

* It is a global coffee brand built upon a reputation for fine products and services. It has almost 16,000 cafes in almost 40 countries.

Mission Statements is a foundation of how you want your business to be successful. You have to find the right words, expressions and drive to for your mission statement to be addressed and meaningful. There are certain characteristics of a mission statement it’s a declaration of attitude and outlook. A good mission statement allows for alternative objectives. It also has to have organization’s diverse stakeholders. Stakeholders include employees and managers, board of directors, customers and suppliers. Most businesses mission statements provide motivation and general direction. It needs to be inspiring and identify the firm’s products and that it’s environmentally responsible.

A mission statement provides the purpose of an organization. A mission statement should be clear and concise. It should capture the heart of organizations today’s work and future work. A mission statement should be crisp and clear and should help organization differentiate from other organizations in the community. This helps them to promote their differentiation advantage over their competitors within the community.

A mission statement should focus on goals, clarify issues and outline visions and objectives. It should communicate the essence of the company to the employees, shareholders and to the public (Hassan, M 1988). Similar to this, Doyle (1998) points out, that a mission statement describes the purpose of the business and its essential characters.

As the authors Dess, McNamara, and Eisner pointed out in the text book, the mission statements is " a set of organizational goals that includes the purpose of the organization, its scope of operations, and the basis of its competitive advantage". (p.26) In other words, a mission statement communicates why the firm exists and how they are going to respond to their stakeholders. In order for a mission statement be successful it has to have the following: a clear and specific knowledge of the purpose of the business, it has to inspires and motivates the business 's stakeholders, reflect what differentiates them from the competitors, and it has to be easy to understand and easy to

Fred & David’s success is achieved through a few factors which are internally and externally improved. These factors not only have increased the sales but also the reputation among the coffee lovers. Fred & David encounter aggressive competition in all area of its business activity. The market for each of their business segments are characterized by vigorous competition among major corporations with long established positions and a large number of new and rapidly growing firms. Fred & David have enough financial capacity with good strategy; it can overcome all the competitors to shine high as the first class coffee purveyor. Fred & David needs to remain themselves to be ethical company which bring 3 major

A company is only as good as the promise it keeps. The mission statement is what the founders envisioned for their company including their goals, aspiration,

Both companies list many of the same risk factors which are inherent in the specialty coffee market as well as many other industries, such as the inability to import coffee beans at a reasonable price, economic conditions in the US as well as in the countries in which they do business, or the loss of key personnel to name a few.

One of the risks that they faced in USA-the risks of market saturation can be overcome in focusing on international or global marketing. They may focus on the fact of reducing employee disruption to increase the quality of service and coffee for which they are well known.

Strengths • • • • • Efficient and trained staff Customer loyalty Brand recognition High quality coffee Friendly and relaxing atmosphere for our customers. Weaknesses • • • • • • Limited number of outlets Low levels of advertisement Interior design needs updating More range of the types of coffee available. Continual change in consumer taste Can be seen as an unhealthy product

gourmet coffee quality. They have less than six months to launch the product, and very limited

The mission statement communicates to stakeholders the main activities that the company focuses on in order for it to achieve its vision. The mission statement communicates to employees’ information on how to conduct their day to day activities. The mission statements also describe the organizations, policies, culture as well as ethics (Alesia 2013).

Starbucks is renowned for its morality due to their innovative sustainability and environmental policies and operations. They strive to go beyond mandated regulations by implementing ethics as part of their core practices. However, no matter how flawless their code of ethics is; they, too, face ethical issues and commit unethical acts. First, they are responsible for putting small, local coffee shops out of business which creates a uniform retail culture throughout cities. Second, they advertise to provide 100% fair trade coffee when it is not truly 100% fairly traded. Third, they use hormone added milk that is detrimental to the human body as well as the environment. Fourth, they set unrealistic, unattainable recycling goals, so they were unachievable; in turn, their trustworthiness is hindered and their reputation is tarnished. Lastly, it was revealed that Starbucks discovered ways to avoid paying taxes in the UK. To this day, Starbucks continues to be recognized as an ethical company. Although sometimes controversial, they are innovatively striving to positively change the ways of society and business operations.

The company has a focus on innovation through an emphasis of introducing new products and coffees such as “instant coffee” Via which generated a large sales growth of over 200 million. These new products consistently help Starbucks evolve as a

Starbucks is one of the top leading coffee sellers in the world. With more than 17,000 stores in more than 55 countries, Starbucks has created the ultimate brand and coffee shop (Ferrell, Fraedrich, & Ferrell, 2015). Building Starbuck’s name was a process performed by the founder Howard Shultz that focused on quality ethics and good coffee. One of the main aspects of Starbuck’s culture is its mission. Starbucks brand has been ranked number 16 in the Fortune’s one hundred companies to work for because of its honorable, ethical back-round (Lemus, von Feigenblatt, Orta, & Rivero, 2015). However, like all businesses, Starbucks has encountered some ethical issues along the way of their success.