This Module 1 SLP will be the first part of an in-depth market analysis. The company I have chosen is Starbucks Coffee Company. The first Starbucks opened in 1971 at Pike Place market in Seattle, WA. Eleven years later, Howard Schultz was hired by the company to be the director of retail operations and marketing. The first Starbucks with the current coffee house look and feel was opened in 1984 in downtown Seattle. The Starbucks headquarters is still located in Seattle, WA. Currently, Starbucks is relying on retail expansion, product innovation, and service innovation to achieve this long-term goal once set by current chairman Howard Schultz: “The idea was to create a chain of coffeehouses that would become America’s “third place.” At the time, most Americans had two places in their lives – home and work. But I believed that people needed another place, a place where they could go to relax and enjoy others, or just be by themselves. I envisioned a place that would be separate from home or work, a place that would mean different things to different people.”
Starbucks Coffee Mission Statement:
"Our mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time." To accomplish its mission, Starbucks has principles that guide all of its employees as they go about their daily business: (Website, 2011)
• Our Coffee – It has always been, and will always be, about quality.
• Our Partners – We always treat each other with respect and dignity. And we hold each other to that standard.
• Our Customers – When we are fully engaged, we connect with, laugh with, and uplift the lives of our customers – even if just for a few moments.
• Our Stores – It’s about enjoyment at the speed of life – sometimes slow and savored, sometimes faster. Always full of humanity.
• Our Neighborhood – We can be a force for positive action – bringing together our partners, customers,
References: Company Profile, (2011). Retrieved from: http://assets.starbucks.com/assets/aboutuscompanyprofileq12011final13111.pdf Farfan, Barbara, (2010). Retrieved from: http://retailindustry.about.com/od/retailbestpractices/ig/Company-Mission-Statements/Starbucks-Coffee-Mission-Statement.htm Gibson, Charles (2008). "Starbucks Shut Down 3.5 Hours for Training". ABC News. Moon, Youngme, and John Quelch, (2003). Starbucks: Delivering Customer Service. Harvard College. Boston: Harvard Business School,. 1-20. Official Website. http://www.starbucks.com/. Retrieved on May 24, 2011. Tartakoff, Joseph (2007). "Logo look-alikes. Saving souls in Starbucks’ image". Seattle Post-Intelligencer. Vote For Us Website, (2011). Retrieved from: http://www.voteforus.com/reputationguide.html