Starbucks Mission Statement Essay

Starbucks was bought out by current CEO Howard Schultz in 1987. Since then, Andrew Harrer (2012) reports the company has grown to operate over “17,244 stores worldwide” (para. 1). Fortune (n.d.) reports in its yearly 100 Best Companies to Work for that Starbucks employs “some 95,000 employees”. From only a handful of stores in 1987 to a billion dollar franchise today, the success of Starbucks is due in great deal to their corporate culture, specifically how employees, or as Starbucks calls them, partners are treated. Joseph Michelli (2007) echoes this sentiment, “A great cup of coffee is only part of the Starbucks success equation” (p. 767).

Looking over my original mission statement, I knew I needed to find some other way to possibly word it. Although it is a good starting point stating that I will bring my all to the table and that I want nothing but the best for my clients and want to see them accomplish in their goals and objectives. Which is all true, I really do. I care about the people I come to meet and those I have not yet. I am also stating that I want to bring forth creativity, knowledge to power, loyalty and respect for all; All while having absolutely 100 percent a professional appearance. Therefore I ask myself this, how do I adjust my original mission statement to sound more professional, and to be taken more seriously? I want to be taken more seriously about my work and what I'm trying to achieve. I don't want my audience and future to just see me as the quiet and soft spoken girl who doesn't know anything, when in fact I know quite a lot because I'm a great observer. I see what's around me and know what I know from my experience out there, that I want to share it all with the world. I know I need to step up and speak up more because there is a time to be an observer, but more so to speak up and get what I know I deserve.

Starbucks mission is to "inspire and nurture the human spirit-- one person, one cup, and one neighbourhood at a time.”

Starbucks Corporation is one of the world’s largest coffee roaster, marketer, and retailer of coffee. Some people call Starbucks as one the most success stories in the American history. In 1971, three entrepreneurs, Jordan Bowker, Zev Siegel, and Jerry Baldwin came together with $8000 and opened first Starbucks store in Seattle, WA. They were inspired by the style of roasting beans of Alfred Peet, founder of the Peet’s Coffee & Tea. They started the company with a dream of selling high-quality coffee beans and coffee machines. During their first year of operation, Starbucks used to buy the green coffee beans from Peet’s Coffee but later they started buying the coffee from coffee planters.

1. Starbucks Corporation's rise seems to be out of a storybook for Howard Schultz. Starbucks began selling whole bean coffee in 1971 under Jerry Baldwin, Zev Siegl, and Gordon Bowker. Business grew at a slow and steady pace until Schulz joined the company as manager of retail sales and marketing. After a visit to Milan, Italy, Schultz was inspired by a vision. He saw how important coffee was to the romantic culture of Italy. He believed that if Americans had such places to socialize over a cup of coffee, espresso, cappuccino, etc., that they would pay good money for his quality product. The owners of the Starbucks Corporation were not as excited and did not want to operate in the restaurant business. Schultz filmed these coffee bars and

Starbucks is the one of the fastest growing companies in the US and in the world that started its business in 1971 as a small shop located in Seattle, Washington, by Jerry Baldwin, Gordon Bowker and Zev Siegl. The shop was selling mostly roasted Arabica coffee beans until they sold the company to employee Haward Schlutz in 1987. Since that day, Starbucks is able to stablish its own name and reputation in the market. Starbucks has now become a good place for the customers to relax and enjoy quality time beside home and work.

Starbucks was initially opened at 2000 Western Avenue, Seattle, Washington on 30th March 1971 (Wach, 2011). Starbucks continued to stay located here until 1976, it was then moved to 1912 Pike Place Market (Brewer, Brissenden and Carmin, 2003). Starbucks was a product of the merger of Jerry Baldwin, Zev Siegel and Gordon Bowker (Pendergrast, 1999). Starbucks originally started off to sell whole roasted coffee beans to the public, initially no brewed coffee was sold it was used as samples for the buyers (Dono Reeves, 1992). Howard Schultz the Chairman and CEO of Starbucks experienced Starbucks in 1981 with his first cup of Sumatra and joined the company a year later. Howard then traveled to Italy in 1983 and was completely mesmerized by the Italian coffee bars, he then brought the coffeehouse vision back with him (Starbucks Coffee Company, 2014). In 1998 Starbucks entered the European market (Starbucks Coffee Company, 2014), Starbucks paid a whopping $83 million to start the chain in Britain with 56 coffee shops (McDonald's Corp., 1999). Starbucks

This paper discussed about the Starbucks Corporation, the Mission and Vision statement of the Starbucks Corporation and the strategies formulated and implemented by Starbucks in maintaining competitive edge over its competitors. It also discussed about problems recently faced by Starbucks and recommendations to solve the problems and strategies for potential development of Starbucks in near future.

The enhancement to Starbucks Mission Statement was reflection of the economic down turn and the reappointment of its founder Howard Schultz as CEO to aid in Starbucks’ refocus on the customer and the core product coffee. Before Schultz’s appointment, he had sent a memo to the current CEO Jim Donald about his concern of ‘The Commoditization of the Starbucks Experience’ (www.starbucksgossip.com). In this memo Schultz describes how the atmosphere of the stores no longer have the soul of the past and reflect a chain of stores versus the warm feeling of a neighborhood store and that some people even call our store sterile, cookie cutter, no longer reflecting the passion our partners feel about our coffee. Starbucks vision as stated in its website is to become the most recognized and respected brand in the world, but at what cost? The commoditization of Starbucks began when the coffee company lost its appeal to its customers “the early adopters who valued the club-like atmosphere of relaxing over a quality cup of coffee found themselves in a minority. To grow, Starbucks increasingly appealed to grab and go customers for whom service meant speed of order delivery rather than recognition by and conversation with a barista. Starbucks introduced new store formats like Express to try to cater to this second segment without undermining the first. But many Starbucks veterans have now switched to Peets, Caribou, and other more exclusive brands”

Its mission statement, “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time” (www.starbucks.com), not only embodies their approach to customers but to employees as well. The company “exemplifies a

Strategic approach: They took after the "Customer Focused Business" system and "Brands" were situated to fit the specialties and conditions in Europe – this approach was likewise connected in the US.

Its primary objective was, simply put, to become the “most recognized and respected brand in the world.” This objective required most of the

As the article mentioned Louise Vuitton (LV) is one of the most famous and recognizable brands in the world. Louis Vuitton opened up his first store in 1854 in Paris and sold handmade excellent value trunks and luggage (Kotler & Keller, 2012). However, the label is more famous for its LV monogram, which is presented on all the recognizable leather items, purses, shoes, watches, jewelries, sunglasses and accessories. Louis Vuitton is one of the highest ranked luxury brands in the world. Today Louis Vuitton “holds a brand value of $26 billion according to Forbes and is ranked the 17th most powerful brand according to Interbrand” (Kotler & Keller, 2012). However, the question is “How does an exclusive brand such as LV grow and stay fresh while retaining its cachet?” In order to answer to this question we need to understand the marketing strategies of Louis Vuitton that makes it an outstanding brand among top luxury brands.

Starbucks is the largest coffeehouse company in the world. Starbucks first started its operation in Seattle, Washington on 30th March 1971, by three partners who were students at the University of San Francisco. English teacher Jerry Baldwin, history teacher Zev Siegl and writer Gordon Bowker. Starbucks Corporation has been one of the most successful coffee franchises in the past decade. Boosting the revenues through its marketing strategy and contributing towards the environment (CSR).

In an attempt to unify a common brand definition, many theoretical frameworks have been provided in order to conceptualize the definition and understand the brand value (Maurya and Mishra, 2012; De Chernatony et al., 1998; Ambler and Style, 1996). These structures help both scholars and practitioner to comprehend the different angles the brand has been seen from deeply (Brodie and De Chernatony, 2009). As a result, different philosophies are presented to provide brand new concepts (Brodie and De Chernatony, 2009). Nevertheless, the most foremost hypothetical outlines are related to De Chernatony and Riley, Maurya and Mishra, and Ambler (Avis, 2009; 2008, Wood, 2000).