* End of Marketing Audit-
2.0 Marketing Objective
Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining
uncompromising principles while market developing.
The following six guiding principles will help to measure the appropriateness of marketing decisions: A) Provide a great work environment and treat each other with respect and dignity. B) Embrace diversity as an essential component in the way do business. C) Apply the highest standards of excellence to the purchasing, roasting, and delivery of fresh coffee. D) Develop enthusiastically satisfied customers all of the time. E) Contribute positively to communities and environment.
F) Recognize that profitability is essential to future success.” Environmental Mission Statement
Starbucks is committed to a role of environmental leadership in all facets of business.
Starbucks fulfill this mission by a commitment to:
A) Understanding of environmental issues and sharing information with business partners. B) Developing innovative and flexible solutions to bring about change. C) Striving to buy, sell, and use environmentally friendly products. D) Recognizing that fiscal responsibility is essential to our environmental future. E) Instilling environmental responsibility as a corporate value. F) Measuring and monitoring our progress for each project. G) Encouraging all partners to share in Starbucks mission.”
Other points of importance to Starbucks:
A) Building customer loyalty around cappuccinos, lattes, and other fancy beverages,” (Overholt). B) Want to create a sense of community
C) Want to create a memorable experience for a customer that inspires the customer to return often, as well as to tell a friend. D) Striving to become the most recognized and respected brand in the world. E) Putting people before products
F) What a Starbucks store should be: “An authentic coffee experience that conveyed the artistry of espresso...