Starbucks Mission Statement Paper

"A good mission statement portrays an organization's unique and lasting reason for being, and energizes stakeholders to follow common goals. It likewise enables a focused allocation of

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).

The Prudential Douglas Elliman Real Estate mission statement follows the KISS rule: Keep it short and simple. The statement is striking in its simplicity, as if there is nothing more to say than ‘1. We intend to be the best, and 2. It’s important that we exceed your expectations’. That strength of resolve for the mission was what I took away from the statement, reading it as if I were a potential customer. Too many service industries weigh down their mission statements with superfluous words and promises so that the eyes glaze over before reaching the end, or they sound unrealistic. This mission statement is one that I can get behind. On the ‘About Us’ page, they manage to unabashedly explain how they’re at the top of the field in many different

Do you think that Starbucks has grown rapidly because of its ethical and socially responsible activities or because it provides products and an environment that customers want?

As an employee I would be satisfied with the mission statement. I would foresee excellent benefits if I was employed there as well as know that I will be properly trained in my workplace. I would compare them to other competitors in the same market and compare numbers of growth and stability. I would also like to talk to a current employee and find out their work environment is and where they could improve. The mission statement would be very influential for me because

1. In the beginning, how was Starbucks different from other coffee options for coffee drinkers in the United States? What activities and assets did Starbucks leverage to differentiate itself from competitors?

Weaknesses of the GE mission statement/letter I couldn’t find one. Unless you observe the fact that it is so detailed that one might get a little side track or just skim for the highlights of the details that pertain to a specific managers, employees, or stakeholders.

1. What factors accounted for Starbucks’ extraordinary success in the early 1990’s? What was so compelling about the Starbucks’ value proposition? What brand image did Starbucks develop during this period? Is the value proposition still valid in 2002?

Former Starbucks Executive Scott Bedbury once said “Brands need to communicate that they are along for the ride. They are made of flesh and emotion. That they are made possible by people” (10 Quotes from Starbucks Executives, 2010, para. 6). Starbucks’ beliefs in customer service, community solitude, and a strong business core stretch far behind just a belief in a quality caffeinated product. “We make sure everything we do honors that connection – from our commitment to the highest quality coffee in the world, to the way we engage with our customers and communities to do business responsibly” (About Us, 2011, para. 4). Thus, this commitment is the motivation behind Marketing Team A’s proposed

Starbucks is really well known and also believed to be the leading coffee company in the universe. Starbucks is the one of the successful examples to build a good reputation through social media. Starbucks heavily promotes ethical practices throughout the media to create a halo effect. So, Starbucks gains customer’s trust. Starbucks has put different types of Sales Promotion across the country and other nations with hopes of motivating more customer to purchase, especially in times of economic hardships where people are less likely to buy. The coffee company uses all forms of different sales promotion. For instance, Starbucks offered 50% off Frappuccino from 3pm until 5pm on 6 May 2015 in Malaysia. This promotion is

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

“GE’s commitment to implementing innovative, cost-effective technologies that enhance the customers’ environmental and operating performance.”

Starbucks is undoubtedly an international brand. The history of coffee traces back to Ethiopia, Africa, India, Arabia, and Europe, and has been traded abroad since the 11th century. Understanding the demand and widespread market for coffee, Starbucks has triumphantly capitalized both the domestic market, and the varied international markets as well. Possessing about 6,500 retail sites worldwide, Starbucks’ net is spread across thirty countries and has been found as one of the most recognized brands all over the globe in equality to McDonalds and Toyota. This organization’s ability to build an international brand has been unprecedented- particularly since it represents a specialty

According to Gulati, Huffman, and Neilson (2002), Starbucks proves relationships is an important asset for growth. Starbucks is a relationship-centric organization which relationship is act as a core asset of the firm. This asset is called “relational capital”, which indicates the value of a firm’s network of relationship with stakeholders such as customers, suppliers, alliance partners, and employees. Alliances Starbucks had made with its partners are one of the main cause Starbucks has become well-known brand and coffee leading company in the world.

Coming up with development goals to, facilitate growth. Growth is an important aspect that determines the progress of an organization and how completive it should be.