Analysis of Starbucks Mission Statement
Strategic Analysis of
Starbucks Mission Statements
University of Redlands
Strategy Capstone
MGMT 697
Murad A. Zikri
1/18/2014
Introduction
Starbucks is the worlds largest coffee shop chain company and continues its aggressive growth through international expansion and new product development.
But at the beginning of this century affected by the economic downturn Starbucks financial growth of same-store sales and margins showed a 70% decline in net income and had experienced its first ever decline in quarterly sales (Grant, Robert Contemporary Strategy Analysis 2010). This paper will look at Starbucks’ mission statement and guiding principles to assess if their strategies during this downturn were still aligned with these principles and if these principles aided in its recovery.
Starbucks Mission Statement and Principles Mission statements are always present based, talking about why a company or person exists and what they want to achieve in the here and now. (www.wisegeek.com). Starbucks mission statement from 1990 to October 2008 stated “Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow.” The six principles to help achieve their goals and governed their decision making process were
1. Provide a great work environment and treat each other with respect and dignity.
2. Embrace diversity as an essential 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.
Application of these principles can be used as a guide for all employees from managers to workers to aim to achieve the
Starbucks Mission Statements
University of Redlands
Strategy Capstone
MGMT 697
Murad A. Zikri
1/18/2014
Introduction
Starbucks is the worlds largest coffee shop chain company and continues its aggressive growth through international expansion and new product development.
But at the beginning of this century affected by the economic downturn Starbucks financial growth of same-store sales and margins showed a 70% decline in net income and had experienced its first ever decline in quarterly sales (Grant, Robert Contemporary Strategy Analysis 2010). This paper will look at Starbucks’ mission statement and guiding principles to assess if their strategies during this downturn were still aligned with these principles and if these principles aided in its recovery.
Starbucks Mission Statement and Principles Mission statements are always present based, talking about why a company or person exists and what they want to achieve in the here and now. (www.wisegeek.com). Starbucks mission statement from 1990 to October 2008 stated “Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow.” The six principles to help achieve their goals and governed their decision making process were
1. Provide a great work environment and treat each other with respect and dignity.
2. Embrace diversity as an essential 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.
Application of these principles can be used as a guide for all employees from managers to workers to aim to achieve the
References: Publishers, 2010 barons.com