Starbucks Corporation: Company Study
Running Head: Starbucks Corporation
Starbucks Corporation: Company Study
April 15, 2014
Siena Heights University
Case Statement:
Starbucks is a globally expanding cooperation with many future opportunities and they will continue to strive to be the world’s greatest coffee company.
Mission Statement:
Starbucks Corporation’s current mission statement inspires the goodness of the communities and people they reach out to on a daily basis. Their mission statement is as follows:
Starbucks’ mission is: “To inspire and nurture the human spirit- one person, one cup, and one neighborhood at a time.”
(Reed & Brunson, 2011).
Their mission statement lacks several of the nine components it takes to be a compelling mission statement. In order to be effective Starbucks’ mission statement must comprise the following nine components: products, markets, technology, concern for survival, philosophy, self-concept, competitive advantage, concern for public image, and concern for employees. Their original statement is too broad and misses important information. Seeing what Starbucks Corporation’s mission statement lacks, a revision could be made as follows:
Our mission is to provide high quality, satisfying foods and beverages (product) to our loyal, and desiring customers (consumers) all over the globe (market). To continue to be successful in the future we need to obtain reliable, friendly employees to help engage and grow within our corporation (concern for employees). Improving on product designs and continually expanding overseas will allow for more opportunities within our corporation (future survival). We will continue to locate our stores in many convenient areas and continue to source the finest coffee beans (competitive advantage). Starbucks Corporation will bring new, ecologically friendly, and healthier products to market (concern for public). Lastly, we will continue to expand on our food development technologies and
Starbucks Corporation: Company Study
April 15, 2014
Siena Heights University
Case Statement:
Starbucks is a globally expanding cooperation with many future opportunities and they will continue to strive to be the world’s greatest coffee company.
Mission Statement:
Starbucks Corporation’s current mission statement inspires the goodness of the communities and people they reach out to on a daily basis. Their mission statement is as follows:
Starbucks’ mission is: “To inspire and nurture the human spirit- one person, one cup, and one neighborhood at a time.”
(Reed & Brunson, 2011).
Their mission statement lacks several of the nine components it takes to be a compelling mission statement. In order to be effective Starbucks’ mission statement must comprise the following nine components: products, markets, technology, concern for survival, philosophy, self-concept, competitive advantage, concern for public image, and concern for employees. Their original statement is too broad and misses important information. Seeing what Starbucks Corporation’s mission statement lacks, a revision could be made as follows:
Our mission is to provide high quality, satisfying foods and beverages (product) to our loyal, and desiring customers (consumers) all over the globe (market). To continue to be successful in the future we need to obtain reliable, friendly employees to help engage and grow within our corporation (concern for employees). Improving on product designs and continually expanding overseas will allow for more opportunities within our corporation (future survival). We will continue to locate our stores in many convenient areas and continue to source the finest coffee beans (competitive advantage). Starbucks Corporation will bring new, ecologically friendly, and healthier products to market (concern for public). Lastly, we will continue to expand on our food development technologies and
Cited: Reed & Brunson (2011). Starbucks Corporation - 2011. In David, Fred R. Strategic Management Concepts: A Competitive Advantage Approach. Boston: Pearson, 2013. 125-131. Print. David, F. R. (2013). Strategic Management Concepts: A Competitive Advantage Approach. Boston: Pearson, 2013. 34+. Print.