Starbucks Research Paper

More so than ever in an age of rapidly evolving technologies and global expansion, sustainable competitive advantage depends foremost on a clear sense of organizational purpose (mission) and a compelling vision for success (Campbell & Alexander, 1997). Together, these two key elements define the guiding framework for the insightful creation of value (Campbell & Alexander, 1997) that differentiates an organization from its competitors (Porter, 1996). Thus, knowledge of the critical elements that comprise meaningful mission and vision statements (Aguinis, 2009) becomes essential for achieving sustainable competitive advantage. As testimony, this paper assesses the strategic guidance provided by the mission and vision statements of the

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).

The Starbucks Corporation is an international coffee company that was founded in Seattle, Washington (Starbucks.com). With 19,435 stores in 58 countries, it is the largest coffeehouse chain company in the world; Starbucks sells a variety of hot and cold drinks. These include espresso

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.

Create constancy of purpose toward improvement of product and service. Always aiming to remain competitive, stay in business and provide jobs. Strive towards being Excellent.

Starbucks Corporation, an American company founded in 1971 in Seattle, WA, is a premier roaster, marketer and retailer of specialty coffee around world. Starbucks has about 182,000 employees across 19,767 company operated & licensed stores in 62 countries. Their product mix includes roasted and handcrafted highquality/ premium priced coffees, tea, a variety of fresh food items and other beverages. They also sell a variety of coffee and tea products and license their trademarks through other channels such as licensed stores, grocery and national foodservice accounts.1 Starbucks also markets its products mix with other brand names within its portfolio of companies,

Starbucks Corporation (Starbucks) is a specialty coffee retailer of hot and cold beverages, coffee-related accessories, complementary food items, teas, and other non-food related products. Starbucks has retail stores in 39 countries and about 146,000 employees. The company operates primarily in the United States (U.S.) with headquarters in Seattle, Washington (Starbucks, 2007).

"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)

The video clip from chapter 2 focused on the marketing plan and its functions. More importantly, the video clip elaborated on the elements of a marketing plan. One of the elements of a marketing plan is the business mission statement. Mission statement is the fundamental element of the marketing plan that explains what business is the firm in and can further affect future trends of the firm, such as profitability and survival. The statement is also based on the analysis of customers’ benefits and industry’s environment.

Coffee is the third most valuable product that trades internationally which involved the exchange of raw coffee beans across national borders. Coffee bean did give rise to a world economy, affect and are affected by global events. The international trade of coffee bean from the undeveloped countries to developing countries and developed countries is because the modern state does not have resources and capacity to satisfy their own needs and wants. Meanwhile, the countries in Africa are better at producing coffee beans than others.

Starbucks Corporation is one of the most famous coffee retailers in the world. According to Starbucks Corporation (2012), it runs over 55 countries in many regions including North America, Asia Pacific, Latin America and so forth. Starbucks headquarter is located in Seattle, Washington, USA. It has approximately 149,000 employees.

They must create their stores to standards of LEED® certification and make sure that their method to design, build, and maintain stores is generally including all environmental goals ranges. They must try to shrink their environmental path and fulfill the customer’s expectations by growing recycling, endorsing re-usable cups, plus, cutting down the associated waste with cups along with other packaging materials. Also, they must try to conserve their water and energy use. And, buy credits for renewable energy, they are pushing their selves to cut down the environmental operational path and assist to make sure right entry to clean coffee-growing water communities. Since the year 2004, they have been following different methods to deal with the challenge as well as assist farmers alleviate the climate change impact.

The purpose of this report was to examine the four problems that Starbucks is facing and then find out a way to solve these problems. By analyse these issues, the business’ strategies and the processes of the company will be evaluated. Starbucks’ way of operatiing and how its operation produces the desired outcome will be analysed, in order to find out the company’s major problems and looking for ways to solve these problems. Finally, based on the analysis, recommendations about the

3) Pricing – with regards to pricing, Starbucks’ product pricing strategy is price skimming in which it offers a premium product (coffee) for a premium price. It is all due to Starbucks strong commitment to high quality products and a high level of customer service.

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.