Starbucks Mission Analysis

Similarly, companies such as Starbucks was affected by changes in leadership and competing with other companies that also saturated the market. Starbuck was a very successful company because they was able to provide a relaxed atmosphere that allowed people to converse with family and friends, have meeting, read, and use internet access all while drinking a cup of coffee. Starbucks customer flow was beginning to decline because the customer were growing tired of spending $4 for a cup of coffee when they can get similar coffee at the competitor i.e. McDonalds, Dunkin Donuts, or Seattle’s Best. In 2008, Starbucks listened to the customer and began revitalizing and going back to the basics. They removed distracting items from countertops such as books, CDs, breakfast sandwiches and began to focus on the product itself which was coffee. In making these changes, Starbucks was able to slowly start growing again and was able to continue to make strive to internationalize.

A. Many people would assume that Starbucks has reached, or is fairly close to its saturation point. In just about any city, suburb, train station, or college campus, there’s a Starbucks location to meet coffee drinkers needs. With Starbucks expanding, a likely investment would be to continue expansion worldwide. Not only should Starbucks concentrate on expanding its footprint, but also continue to alter its stores. Rather than opening more dine-in restaurants, Starbucks should concentrate on drive-thrus in urban and suburban areas.

Our mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

High pricing from the competitors create a pricing war by driving down the profit margins when increasing the market share.

Starbucks has a great deal of potential by continuing to pursue overseas markets. A prime target of opportunity lies in China, where Starbucks currently operates barely 200 stores, and is already profitable at the store level and presents enormous growth opportunities (www.businessweek.com).

As Mr. Todd Coffee requested, I will state the history of Starbucks logo, the potential risk of logo redesign, and other branding successes and failures in detail through this summary report. To be more acceptable and popular, Starbucks has redesigned its logo five times since original image. To be more beneficial, the branding team of Starbucks plans to explore another logo update soon. Hence, I offer this report to help them to know the detailed information about logo redesign and to make the final decision on whether or not Starbucks should update its logo again.

"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)

As "to inspire and nurture the human spirit one person, one cup, and one neighborhood at a time" is Starbucks mission statement. As one may notice, Starbucks' mission statement has nothing to do with coffee. Their mission goes beyond beverages. It addresses their daily objective, their core value, remarkable brand, reputation and most importantly exceptional customer experience worldwide. Starbucks continues to satisfy their vision "to establish Starbucks as the premier purveyor of the finest coffee in this world, while maintaining our uncompromising promises while we grow". Based on financial and operational status including customer's preference, Starbucks has prevailed and proved to be the top pick for coffee. Their unique brand, sophisticated and modern appearance as well as stellar customer service entices consumers to pay the extra cost for this luxury item at Starbucks over Starbucks competitors. Starbucks mission and vision statement mirror the organization's emphasis on leadership in the coffee industry. Furthermore, to maintain their status as the most recognized and respected brand in the world.

#1) Identify the controllable and uncontrollable elements that Starbucks has encountered in entering global markets:

The Starbucks Corporation is a roaster, marketer, and retailer of specialty coffee throughout the world, currently operating in more than 50 countries today (“Our Starbucks Mission”). Starbucks represents one of the most recognizable logos and companies across the globe today, continually expanding and diversifying their unique operations. The first Starbucks opened in Seattle, Washington in 1971 and since 1987 Starbucks has opened an average of two stores daily (Bonander). Starbucks’ success can directly be attributed to the quality and meaningfulness of their overall mission and vision for the global society. Starbucks aims to provide its customers with the highest quality coffee in the warmest and most welcoming setting; a setting where they feel embraced by their individual community and as if they belong to something or somewhere truly unique and identifiable to themselves individually. They constantly strive to engage with new markets, satisfying each community’s wants and needs with the utmost of respect for their cultures. In order to truly embrace and appreciate the quality behind Starbucks’ global strategy, it’s essential we recognize the foundation of their business and the derived successes of their worldwide contributions, their local efforts and how it applies to the Chicago area community in particular, and the ways in which Starbucks makes even the most foreign places feel local and community-oriented.

When academics Jerry Baldwin, Zev Siegel, and Gordon Bowker established Starbucks Coffee Company in 1971, their vision of Starbucks was that of a local business specialising in “selling fresh roasted whole beans in ...specialty stores.” (Darguste et al., 2006 p.655). Fearing commoditization of the brand, the founders were opposed to the idea of broadening the appeal of Starbucks coffee. Howard Schultz, a marketer who eventually acquired Starbucks in 1987, made selling brewed coffee to a wider market the bedrock of Starbucks (Darguste et al., 2006 p.655). The concept, “inspired by the Italian espresso bars,” transformed coffee from an ordinary beverage to a lifestyle product for the aspirational and discerning consumer. Starbucks operates in Asia Pacific, Latin America, North America and Western Europe and according to Helliker and Ziobro (2010, p.25), “ of the roughly 16,700 Starbucks stores around the world, about 11,200 operate in the U.S”. This report summarizes how Starbucks dealt with challenges such as cultural adaption, market entry strategies and brand identity as it expands internationally.

The 1971 founded company Starbucks has undergone an impressive expansion throughout the last years and as a result now is the leading coffee house retailer in the world. Due to several joint ventures, partners, and an enormous amount of directly operated stores, it is present in more than 34 countries and serves around 33 millions of customers per week.1 Moreover, the company significantly increased its global publicity within subscribing to strategic alliances with various hotels, air carriers, schools, and stadiums.

1- I think the most important management skills for Schultz to have are the conceptual skills. Since Schultz is the chairman of Starbucks, which means he is the top manager of the company, the conceptual skills are the most important for him to have. Mostly because conceptual skills help him see the organization as a whole. It helps the manager understand the relationship among the various subunits, and visualize how the organization fits into its broader environment. In fact the conceptual skills are defined as the ability to think and to conceptualize about abstract and complex situations. But as we can see in the case Schultz proved he had good conceptual skills when he decided to open his own espresso chain after

Starbucks is an organization I am familiar with because I worked for them. Starbucks started as a small coffee company in the United States selling bulk coffee. They have grown to an international coffee house that serves one custom cup of coffee at a time in an atmosphere that provides spaces for collaboration or alone time. It has become an entertainment designation between customer’s home and work. The company inspires to have a successful globalization impact. Starbucks works to incorporate technology into the heart of its company, resulting in increased cash flow. It strives to be a leader in its industry; it is economic strong, it continues to break barriers to bring products to market, and it continues to diversify its

Starbucks was established in Seattle’s Pike Place Market, in 1971, founded by Gordon Bowker, Jerry Baldwin and Zev Siegel as a retailer of specialty