current situation starbucks

Topics: Starbucks, Marketing, Coffee Pages: 7 (2034 words) Published: April 9, 2014
2.2 Strategic posture
1- mission
“To inspire and nurture the human spirit— one person, one cup, and one neighborhood at a time”“The primary mission of Starbucks is to establish itself as the leading supplier of the finest coffee in the world along with keeping its principle and promises.This success would not have been possible without a set of principles and goals that the company aimed to achieve.Main six principles of Starbucks are :1- Providing a great work environment and build an atmosphere of respect and dignity.2- Embracing diversity as an important component in the way we do business.3- Apply the highest standards of excellence to the purchasing.4- Roasting and fresh delivery of our coffee.5- Develop enthusiastically satisfied customers all of the time.6- Contribute positively to our communities and our environment, and recognize that profitability is essential to our future success.Employees are guided based on these principles for all employees from managers to workers in ordere to achieve the company’s goals, while maintaining a certain type of standard.Employees get guidelines as well as a focus from the mission statement to make strategic decisions. Mssion statement supports customers alongwith employees taking the concern that customers should be satisfied all of the time.Vision statement sets the goals for the company and the mission statement alligns wih the vision statement to achieve these goals. According to the mission statement the company will work hard in the purchasing, roasting and fresh delvery of its coffee and highest standards of excellence will be applied to achieve this. This statement supports the idea that Starbucks uses the best available resources to give it a recognized and respected name.2- Objectives & Strategies:Objectives of Starbucks are as: Their Coffee

It has always been, and will always be, about quality. They are passionate about ethically sourcing the finest coffee beans, roasting them with great care, and improving the lives of people who grow them. They care deeply about all of this; their work is never done. Their Partners

They are called partners, because it’s not just a job, it’s their passion.Together, they embrace diversity to create a place where each of them and can be themselves. Respect and dignity is awarded to everybody. And hold each other to that standard. Their Customers

When they are fully engaged, STARBUCKS connect with, laugh with, and uplift the lives of customers— even if just for a few moments. Sure, it starts with the promise of a perfectly made beverage, but their work goes far beyond that. It’s really about human connection. Their Stores

When their customers feel this sense of belonging, their stores become a haven, a break from the worries outside, a place where one can meet with friends. It’s about enjoyment at the speed of life—sometimes slow and savored, sometimes faster.Always full of humanity. Their Neighborhood

Every store is part of a community, and they take the responsibility to be good neighbors seriously. They want to be invited in wherever we do business. They can be a force for positive action— bringing together our partners, customers, and the community to contribute every day. They see that their responsibility—and potential for good—is even larger. The world is looking to Starbucks to set the new standard, yet again. Their Shareholders

From all what mentioned above that Starbucks is aiming to success through quality of product, diversify in business and place, to satisfy customers and shareholders, through pleasant and nice existence nearly to everyone. 3.1 Michael Porter’s five forces

Michael Porter defines five forces impacting a firm's competitiveness—threat of substitutes, threat of new entrants in the industry, bargaining power of suppliers, bargaining power of customers, and the intensityof competition within the industry. A firm's strategic decisions to respond to these five forces are a source of risk also. The company...
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