Case 2: Starbucks
The coffee Goes Cold
STATE OF THE ART
STARBUCKS MISSION, VISION AND VALUES. EVOLUTION
ANALYSIS OF THE EXTERNAL ENVIRONMENT: PESTEL AND PORTER’S 5 FORCES MODEL. KSF’S
CONCRETE STRATEGIC DECISIONS AFTER SCHULTZ COMES BACK
STATE OF THE ART
The Starbucks company born from the idea of Alfred Peet, after that, Jerry Baldwin, Zev Siegel and the writer Gordon Bowker ran out this project and they founded the company. Based in Seattle, Washington, since 1971 (year of foundation) today Starbucks is the world's biggest coffee company retail and has a presence in over 55 countries with approximately 18,000 establishments.
Part of the merit of the company was thanks to Schultz, a businessman who had a number of cafes, he decided to purchase Starbucks and maintain in all cafes the trade name Starbucks. He also created the philosophy that to go out for coffee would be more than that, he wanted to create a harmonic place, that would make the customer will feel at home.
The basis of success, in addition to those mentioned may be the following ones: having a quality coffee, have competent and involved workers, have a design in the establishments comfortable and modern and have a presence in urban centres and try to unseat the competition.
Dates that have marked the history of Starbucks also are 1992 when he entered in the stock market, and 2006 after a disproportionate growth since 2000, was the first time that the company had a small recession and so was forced to make strategic changes.
The establishment of Starbucks today it’s not just a coffee shop, you can find some books, CD's and some other things.
2. STARBUCKS MISSION, VISION AND VALUES. EVOLUTION
First the Starbucks mission was to become the first provider of the finest, premier world’s coffee, maintaining the corporation principles while growing.
But now the Starbucks mission is to inspire and nurture the human spirit –one person, one cup and one neighborhood at a time. Also, Starbucks has added an environmental mission statement, fulfilled by: striving to buy, sell and use environmentally friendly products, instilling environmental responsibility as a corporate value, understanding of environmental issues and sharing information with our partners… After all, we can affirm that Starbucks’ mission has upgraded to an ethical, sentimentalist level, in order to attract consumers. Starbucks’ main goal is to serve people and communities, not to enlarge main profits. Moreover, the company is concerned about the environment and the local producers of coffee, so the company pursues the economic viability of the growers while 1,5% of the beverages are served in reusable serve ware or tumblers.
First the VISION was to establish Starbucks as the most recognized and respected brand in the world, or use the best coffee beans, or be first choice in the mind of consumers. But now to become a different type of global company, one that makes a profit but at the same time demonstrates a social conscience but now they think the same.
Before the values was: entrepreneurial spirit, passion, diversity, quality, client focus, trust, innovation, teamwork, inviting Atmosphere. The new ones are: Environment, recycling, ethical sourcing, wellness, community service & involvement. Starbucks’ values include community service, eco-friendliness and Third World aid. Starbucks has fulfilled its promises in those areas by becoming one of the world’s most ethical companies. For many years, Starbucks has devoted to only purchasing coffee beans in countries that practice fair trade. Starbucks has also been an outspoken campaigner for clean water in Third World countries, giving away millions of dollars. Moreover, Starbucks contributed in the reconstruction of New Orleans, following the Hurricane Katrina...
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