Why Is Starbucks Deep Down In The Iceberg

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

Their vision statement recognizes the means of setting a central goal that Starbucks aspire to reach, that ambition has altered the company’s vision over the years. For example, Charles Shultz envisioned the company operating 2000 stores within the United States by the year 2000. Unfortunately, that objective was not possible due to the risk the company undertook. After rethinking the company’s inherent worth, a simplified vision of, “being the most recognized coffee bean house in the world” became Starbucks mental picture; and today, Starbucks Corporation holds the title as such (Starbucks Corporation, 2010).

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

This part of their values was the first to be stated which emphasizes their enthusiasm for the value, they stress listening and replying to customers in a positive way. They also want to put in the extra work when it comes to their customers just to put a smile on their dial.

​Over time, the tradition of taking the highly lucrative cash crop of coffee has become universal to the extent that its production is marred with interference from political, social, economic, and scientific concepts that affect its production. In Central America, the major countries that produce coffee include Costa Rica, El Salvador, Guatemala, Honduras, Mexico and Nicaragua. In these countries, coffee is among the largest traded commodities. Normally, this production takes place through small-scale farmers who are largely dependent on larger corporations to bridge the gap between them and the consumers. Coffee production in Central America is affected by social, economic, globalization and political factors that

starbucks Corp., an international coffee and coffeehouse chain based in Seattle, Washington, has expanded rapidly since its opening in 1971. These outrageous success was due to its well-developed strategy vision which lay out the company's strategic course in developing and strengthening its business. Starbucks is a global corporation that sells authentic coffee in 30 countries, reporting revenues of nearly $5.1 billion in 2006. The main goal of Starbucks is to embrace diversity by applying the highest standards of excellence. Starbucks strives to perfect the relationship with the working class by making the service as fast as possible because they believe that every customer has their own personal rate. 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 is no doubt a phenomenon in the United States, but the brand wants to expand globally. Opening chains in various global locations such as Japan, Vienna, England; Starbucks wants to reach out to the coffee loving fans everywhere. Nevertheless opening chains globally is not that simple. There are many uncontrollable factors Starbucks need to focus on to make sure they are making profit as well has abiding by the country’s laws and regulations. Going global takes a lot of market research to make sure that the brand will be successful even with uncontrollable factors. Controllable factors can be tailored to fit the needs of each country. Starbucks has to find the happy medium so they don’t lose their identity overseas.

Coffee is undisputedly the world’s second most traded commodity after oil, more than fifty nations in the global south produce and export coffee as a primary commodity but tragically farmers have not gained as much as they should have, facing considerable and growing difficulties because of considerable decline in the price of coffee arguably as a result of oversupply of coffee. Coffee production in the developing world varies from diseases, ignorance, weather conditions and other related factors, smallholder’s farmers produce 80% of the world’s coffee but many cannot earn a decent standard of living for themselves and their families at large.

The world in terms of development is divided in two, which is known as the ‘North-South divide’ this shows a separation between developed and developing countries. This separation is caused by economic, social and environmental factors, economy being the clearest and most prominent influence. For many countries in the Global South coffee is their main income, and as a result is highly important to their economy. For instance if coffee decreases in price then farmers will not earn enough surplus to keep their farms and what follows is a life of poverty. The following are the world’s top exporters in coffee (as of July 2016, in thousands 60kg bags):

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

Howard Schultz didn’t just build a company, he built an empire. Starbucks’ Coffee is a benchmark in the coffee trade, for coffee drinkers and, even non-coffee drinkers. He nursed a small company in the big city of Seattle, to a global

“Starbuck’s mission is to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time” (as cited in Our Company, 2014). Starbucks vision is to “Establish Starbucks as a premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow” (Shah, Hawk, & A, 2011) In order to perform our mission and see our vision we must conduct business by the following values:

Starbucks is and will continue to be one of the largest distributers of a cup of coffee today and into the future.  The Starbucks mission to “inspire and nurture the human spirit – one person, one cup and one neighborhood at a time” directly correlates with the experience a customer has in each store. They have many ways to differentiate in comparison to competitors because they provide an experience while shopping for a coffee allowing them to charge a premium price.

Corporate Strategy fundamentally is concerned with the selection of businesses in which the company should compete and with the development and coordination of that portfolio of business.[1] In the case of Starbucks the corporate strategy they have implemented is unique to their industry which has allowed them to differentiate from their competitors and is summarized best by Howard Schultz CEO of Starbucks, “We’re in the people business serving coffee,[2]” high quality specialty coffee and related products in a European café environment. It is clear Starbucks is in a growth strategy utilizing three key techniques that support its Mission, “to inspire and nurture the human spirit – one person, one cup and