Starbucks Mission Statement - What is it and what does it mean?
What is Starbucks mission statement? First of all a mission statement is a short written statement of the purpose of a company or organisation. The statement should guide the actions of the organisation, provide a sense of direction, and guide
"To inspire and nurture the human spirit - One person, One cup, and One Neighborhood at a time."
Starbucks hit some trouble a few years ago with falling revenues from the recession and increased competition...McDonald's and Dunkin' Donuts have entered the quality coffee market. It has been repositioning itself as you can see from the change it it's mission statement.
It's old mission statement was "To establish Starbucks as the premier purveyor of the finest coffees in the world while maintaining our uncompromising principles as we grow." but now Starbucks has changed their mission statement to this broader and deeper statement of purpose:
Let's expand Starbucks mission statement by looking at how this statement influences their stance and decision-making.
First and foremost they are passionate about the quality of their products. They source the finest coffee beans, roasting them with great care. They have recently innovated with the best coffee making equipment - the Clover (R) brewing system.
The People, and the Third Place
From the very beginning, the Starbucks marketing strategy has focused on creating the “third place” for everyone to go to between home and work. Creating this unique and relaxing “experience” and “atmosphere” for people...particularly among students and young urban professionals. Starbucks shops have become a centre for socialising and intellectual discussion.
You can see this 'third place' is central to the mission statement. Simply Starbucks is a convenient and nice place to go have a great cup of coffee.
It has created a retail store experience that is attractive, comfortable, and even entertaining, designed to attract customers and keep them coming back to the stores. In its stores, you will find comfortable chairs, wireless Internet connection, even a selection of music, besides great muffins to eat with your coffee.
Another example of the third place concept was in 1993, the company partnered with Barnes and Noble bookstore in the United States to make its coffee available to bookstore customers.
The Ethics and the Environment
Like all successful companies, they are subject to scrutiny to ensure their success has not been gained at the expense of others. For example, they are also passionate about ethically sourcing their coffee beans and caring for and improving the lives of people who grow them.
The opening of a Starbucks has often met with objections from local stores and Starbucks has been a bit ruthless at times in establishing themselves in certain neighbourhoods. They now want to redress this by being 'good neighbours'.
They are keen also to share their mission and values with their partners. They have many partners including a partnership with Pepsi-Cola Company in 1996 to start the business venture to sell a bottled version of Starbucks Frappuccino® blended beverage.
During that same year, the company also partnered with Dreyer's Grand Ice Cream, Inc. and introduced Starbucks® Ice Cream and Starbucks Ice Cream bars, which quickly became the best selling coffee ice cream in the United States. In 2001, the company entered into a partnership with Hyatt Hotels Corp.
For more information on you can look at a
Starbucks SWOT analysis.
From the above information hopefully you can see how Starbucks mission statement encapsulates their thinking, and
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