Understanding A Business Assignment : Starbucks Corp

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).

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

Whether one is a regular or ordering their very first latte, a connection is made with that person, even if it’s only for a few moments (Starbucks, 1). Starbucks stores are what give the customers a sense of belonging. It has become a place where one can meet your friends, and escape. Whether you live a slow or fast pace life, Starbucks accommodates that (Starbucks, 1). Our neighborhood is where everything described above comes together. It becomes where a customer is comfortable. Taking the same route to and from work or school to stop by their Starbucks neighborhood is something the company takes pride in. Building relationships is what Starbucks strives to do every day (Starbucks, 1). The immense growth of the company shows just how successful Starbucks has become. There are over 20 thousand stores worldwide and still growing. Starbucks has also very involved in community service. In 1977 the Starbucks Foundation was created. It inspires youth to be extraordinary leaders in their own community. The Starbucks Foundation also encourages employees to get involved (Starbucks, 1). Other community service projects include Surfers for Autism, food banks, and cleaning shelters

Starbucks Corporation, generally known, as Starbucks Coffee is the leading retailer and a brand of world’s forte coffee in the world, with more than 15,000 retail locations in North America, Latin America, Europe, the Middle East and the Pacific Rim, wherever in this world where premium quality coffee is in demand. Starbucks is the largest coffeehouse company in the world ahead of UK rival Costa Coffee, with 20737 stores in 63 countries and territories, including 11910 in the United States, 1496 in China, 1442 in Canada, 1052 in Japan and 772 in the United Kingdom. The first Starbucks was open in 1970. The name was inspired from Herman Melville’s Moby Dick, a definitive American novel regarding the 19th century whaling industry. The nautical name matches seamlessly for a store that imports the world’s finest coffees to the cold thirsty people of Seattle. In May 1998, Starbucks have finally successfully entered the European market through its acquirement of 65 Coffee Company stores initially originated from Seattle in the UK. Both companies shared a common culture, focusing on a great commitment to customized coffee, similar company values and a mutual respect.

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

According to CBC news Starbucks responded, saying "Our core values as a company is to create a culture of belonging, inclusion and diversity..." and "...we will continue to embrace and welcome customers from all backgrounds and religions in our stores around the world."

Almost all of them left their cell phones on the table. The fourteen year olds had cellphones, the seven year olds, and even sixty-five year olds. Some worked on their personal laptops while some were listening to their ipods when reading. I saw people with books and some with nooks. I noticed that the cashiers were always busy working hard to get the customer what they needed. This is how an inclusive multicultural environment. Even though the cashiers had to repeat themselves or deal with complaints they still had a smile on their face the entire time. The mission of Starbucks is to always get their customers’ needs satisfied their employees as well. The environment is set up so anyone can come here and feel warm and cozy and like they’re at home. Starbucks workers don’t care about you’re race, ethnicity, age, etc. They want you to come in and feel like you’re part of a community. And I really saw a sense of inclusiveness and fairness in the general area. I didn’t see that people of color were only sitting with one another and white men only together. I saw a lot of diversity and collaboration.

In the most recent years, racially based incidents occurred all across America. As the tragic events unfolded, Starbucks saw the opportunity to expand our services to humanity. Starbucks cares about race issues so we are willingly taking the leading role to have the unprecedented conversation about race in America. Starbucks recognizes the differences and difficulty of the topic, however we feel it is our responsibility to our communities, employees, and partners. Starbucks is passionate and empathetic to the current state of racial inequality in America.

?á     Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee.

One of his desires was to create diversity among the Starbucks restaurants. He didn’t want Starbucks to be just an American restaurant, but an international coffeehouse inviting everyone. Over the years, Starbucks multiplied and appeared in other countries besides the United States. Today there are over 5,000 company outlets all over the world (“Starbucks” 1-3). On its website, the Starbucks corporation details a few principles that are included in their mission statement concerning diversity, which is “Embrace diversity as an essential component in the way we do business” (“Diversity” 1). Diversity is apparent in the work staff of Starbucks too.

Starbucks Corporation purchases and roasts high-quality coffees, along with beverages and fresh food items, throughout all company-operated stores. The consolidated financial statements reflect the financial position and operating results of Starbucks Corporation. Ratio Analysis was used to analyze the performance of Starbucks using the financial ratios of liquidity, solvency, and profitability. Calculations and amounts were provided in the excel spreadsheet labeled (Financial Ratios). All data provided were conducted for the balance sheet and income statement accounts over the fiscal years 2015 and 2014. Starbucks Corporations ' fiscal years’ end on the Sunday closest to September 30 (sec.gov).

This is why, Starbucks places a great deal of effort into seeking the thoughts and opinions of its employees, and they value what the Baristas have to say, because they are the ones in direct contact with the company's customers. By regarding employees as communicators of its brand, Starbucks is manifestly taking a different path toward brand management than those normally followed by other marketers. Employees at Starbucks share a common goals and have common belief in the product they sell.

First of all, I want to tell you how I found out about the initiative you and your partners came up with. As I made my usual morning stop at the local Starbucks café and was given my cup of coffee, I noticed the barista write #RaceTogether beneath my name. I was eager to ask her the meaning of this phrase, but she was already busy serving other customers. Later on that day, however, I decided to do my own research. As I googled the phrase, I immediately saw a massive explosion of negativity directed towards you and your company. Words such as hubristic, clueless, insensitive, and exploitative were being thrown at you. Twitter was fired up with a barrage of scornful tweets filled with visceral hate and disgust for Starbucks.

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

1.Analyze the business-level strategies for the corporation you chose to determine the business-level strategy you think is most important to the long-term success of the firm and whether or not you judge this to be a good choice. Justify your opinion.