STARBUCKS

Starbucks' Mission (Vision, Goals, Objectives) Aligned With Its Strategies

Executive Summary

This study describes the Starbucks' Mission (vision, goals, and objectives) that are aligned with its strategies. Starbucks' Mission not only support work environment and treat each other with respect and dignity but it continue the business in every country where it enters. Study also highlight that Starbucks can grow to a 23 Billion Dollar Corporation, yet maintain its entrepreneurial character.

Introduction

One of the guiding principles of the Starbucks mission is "to contribute positively to our communities and our environment." The company says "giving back to our communities is the way we do business." As a socially responsible business concerned with social influence, Starbucks must continue to stay focused on a humane workplace, environmentally sound business practices, respecting human rights and community involvement. (Helm, 2007) Starbucks core business is more than just coffee. We are in the people business. And we know our success depends on the people we hire, retain and develop. The philosophy behind Starbucks' mission and success is its positive contributions towards socio-economic development.

Main Body

Mission Statement

Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow. The following six guiding principles will help us measure the appropriateness of our decisions:

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, roasting and fresh delivery of our coffee.

4. Develop enthusiastically satisfied customers all the time.

5. Contribute positively to our communities and our environment.

6. Recognize that profitability is essential to our future success.

As you can see, Starbucks is a very social company, committed to its people, environment, and partners. (Helm, 2007) In 2000, the Business Ethics Magazine counted Starbucks as one of the 100 Best Corporate Citizens. Besides proving healthcare for its employees and also part-time employees they give financial support to non-profit organizations like Jumpstart, who stand by at-risk preschoolers with one-on-one tutoring. Moreover, their commitment to Origins is a critical guiding principle of Starbucks, addressing social and environmental issues to help people and places that produce Starbucks coffees. For instance, they guarantee long-term price contracts for coffee or make long-term investments, such as building schools, health clinics, and coffee processing facilities to improve the well being of families in coffee farming communities.

Customers all around the world demand global brands to make use of their influence and power to positively influence society's well-being. Social responsibility is expected to be part of the company's policy and actions. Beneficial achievements by a company can lead to increased revenues as customers appreciate the effort taken by this specific company. As Starbucks is also well-aware of this fact it has an extensive program linked to social responsibility and made it part of the company's mission statement. (Helm, 2007)

Values

Starbucks creates an experience around the consumption of coffee. However, research showed that the brand image had some rough ...