Evaluating the Mission and Vision of Starbucks Coffee Company

No matter the business or the organization, they all have two things in common; people that work inside the organization and customers to provide a service for. One of the most important things an organization can and must do is have an effective mission statement. The purpose of this paper is to evaluate the mission statements of Home Depot, Inc. and Nike, Inc. The first step is to give a brief history of each company and the clients they serve. Next, review each company’s mission statement and evaluate them based on a few criterions. For example, the relevance of the mission statement to the organization’s customers, their needs, is it realistic, is it clear and easily understood, etc. Before the examination of organizational mission statements can begin, a history of Home Depot, then Nike, is required.

Most successful companies have a mission statement. But, why is it important for a company to develop a mission statement? The purpose of the mission statement is to describe what a business provides and to whom they are providing for. A company’s mission statement is usually developed by those in upper management positions, the top leaders of the company. The mission statement is concise and it is used to communicate to the company’s customers, employees, and to anyone else what their business is all about; why they exist. However, there are good and bad examples of mission statements lurking about in the business world. The purpose of this paper will be to examine the mission statements of two companies, Home Depot and Nike, and to evaluate the effectiveness of each based on the criteria set by Erica Olsen’s article, “Mission Statements.” Hopefully, after reading this paper, you will be able to identify the differences between an effective and non-effective mission statement.

Mission statements for any organization are today a foundation stone for defining its activities, attitudes and culture. Thus the mission statement influences the organization to a very great extent. Thus the mission statement shows the degree of internalization and the general principles of governance adopted by the institution, and its core values and responsibilities and the area of interest. (Yopp, 2008)

Everybody that is in business is there to make a profit (some firms are just tax shelters) and there are only so many products and services available. What sets the competition apart is how they execute their business practices. This is where a mission statement becomes the “blueprint” for doing business. “The mission statement needs to be longer than a phrase or sentence, but not a 2-page document” (David, 2003). This document not only points the managers in the right direction, it also gives the employee a sense of why they are working for this company. In addition, the mission statement not only gives purpose and direction, it should also give motivation and pride not only to the employees of the company but also

Ginter, Duncan, & Swayne (2013) explain that there are four pivotal characteristics to a mission statement: (1) the purpose is defined in terms that are loose enough to allow for new ideas, and narrow enough to chart the course; (2) it needs to be long-lasting; (3) identifies the organizations distinctive characteristics; (4) establish the operational functions in terms of its competition (pp.172-173). Additionally, Ginter et al., identify the essential components to be included in a mission statement: the intended recipient, the primary services to be delivered or products to be sold, the geographic area covered, the

The Mission, Vision and Values of a company play a Fundamental role in Strategy Formulation and Strategic planning. We will discuss throughout this assignment, how developing effective mission, vision and values can help shape, develop and guide a firms Strategic choices. They reflect the firm's fundamental core ideology. At the most basic level a mission statement can describe the firms overall purpose for being. It provides an inside to the present business scope and purpose of the firm that is "who we are, what we do, and why we are here". It explains the firm's very reason for existing. It will

David, F. (2013). The Business Vision and Mission.  Strategic Management. Pearson Education Retrieved from http://faculty.unlv.edu/amiller/BUS496/david%20_sm14_inppt02.ppt

Our mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. Starbucks has lived up to that motto each and every year and with such great numbers and great feedback the company keeps on growing in the right direction. Starbucks is well known around the world for delivering fast, efficient coffee in all forms. From their frappachino’s, to their brew coffee and ice tea they are definitely the set example that other company’s in their area follow. They live by six principles that they practice each and every day they represent there coffee which has always been there passion to deliver

Starbucks mission is a visionary statement that outlines the company’s objectives as follows: “to inspire and nurture the human spirit – one

Starbucks' mission is a reason for the company's existence. With the unique style of combining both, our vision and mission statement is "to inspire and nurture the human spirit - one person, one cup and one neighborhood at a time." (Starbucks.com) To align with this mission statement, our new division's mission statement is to " bring the best quality coffee and convenience to our customers on the go, one machine at the time" This mission statement reflected the company value and beliefs to show our costumers that we care, it will also guide our employees on understand and establish what the company truly does. A good mission statement inspires employees and provides a focus and direction for strategic planning. While mission statements vary from organization to organization and represent the distinctness of each one, they all share similar components. (Mission and Vision Statements, 2010) The new division's mission statements include descriptions of Starbucks' target market, the geographic domain, and concern for survival, growth, and profitability.

Starbucks celebrates 40 years with 17,000 stores in more than 50 countries (Goals & Progress, 2010). Starbucks thrive on their values as a company to improve the lives of people who grow their coffee, neighborhoods where the company does business, and they care for the environment (Goals & Progress, 2010). Starbucks strives to incorporate good business practices and ethics across the globe not only for the enhancement of the company but also for the enhancement of the stakeholders and the communities the company impacts. Starbuck’s mission statement is “to inspire and nurture the human spirit. As said by Howard Schultz, Chairman, President and Chief Executive Officer, in the 2010

To begin with, Chapter two covers three important aspects of the business world which are competitiveness, strategy, and also productivity. These particular aspects are very important for any company to succeed in the world of business. With that being stated, any type of firm such as a manufacturer or a service provider, they must employ these three aspects because they play an important role in growing revenues. For an organization to even be considered successful, they must have a competitive advantage which leads to a strategy that will meet the company’s goals, while having the knowledge-ability to help produce the goods and services in a cost effective manner. Also, it is known that most organizations have a single state called the Mission Statement. The mission statement basically summarizes these three aspects of a company. One question that the Mission Statement should address is, “What level of business are we in?” This mission statement is categorized as the absolute basis for the organizational goals.

The mission for its customers is to promise. Managers firmly believe that sellers should have a good relationship with their customers, and always put their customers in the first place. The mission for its stores is to have sense of home. Hopefully, stores can help customers get out of their busy world, and relax for a moment with friends. The mission for its neighborhood is to lead with responsibility. Having a good connection with the neighbors benefits the partners, the customers, and the community. The mission for its shareholders is meeting profitable. The success of a company is due to its shareholders. “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time” (Our Starbucks Mission Statement). One person represents people; one cup represents Starbucks; one neighborhood represents friend. Starbucks brings people a feeling of connection.

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

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.