Strategic Analysis of
Starbucks Mission Statements
University of Redlands
Murad A. Zikri
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 ...view middle of the document...
After the economic down turn the Mission Statement became “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time and their principles of how we live that every day:
Our Coffee: It has always been, and will always be, about quality. We’re passionate about ethically sourcing the finest coffee beans, roasting them with great care, and improving the lives of people who grow them. We care deeply about all of this; our work is never done.
Our Partners: We’re called partners, because it’s not just a job, it’s our passion. Together, we embrace diversity to create a place where each of us can be ourselves. 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. Sure, it starts with the promise of a perfectly made beverage, but our work goes far beyond that. It’s really about human connection.
Our Stores: When our customers feel this sense of belonging, our stores become a haven, a break from the worries outside, a place where you can meet with friends. It’s about enjoyment at the speed of life – sometimes slow and savored, sometimes faster. Always full of humanity.
Our Neighborhood: Every store is part of a community, and we take our responsibility to be good neighbors seriously. We want to be invited in wherever we do business. We can be a force for positive action – bringing together our partners, customers, and the community to contribute every day. Now we see that our responsibility – and our potential for good – is even larger. The world is looking to Starbucks to set the new standard, yet again. We will lead.
Our Shareholders: We know that as we deliver in each of these areas, we enjoy the kind of success that rewards our shareholders. We are fully accountable to get each of these elements right so that Starbucks – and everyone it touches – can endure and thrive (www.starbucks.com).
Why the Change
The enhancement to Starbucks Mission Statement was reflection of the economic down turn and the reappointment of its founder Howard Schultz as CEO to aid in Starbucks’ refocus on the customer and the core product coffee. Before Schultz’s appointment, he had sent a memo to the current CEO Jim Donald about his concern of ‘The Commoditization of the Starbucks Experience’ (www.starbucksgossip.com). In this memo Schultz describes how the atmosphere of the stores no longer have the soul of the past and reflect a chain of stores versus the warm feeling of a neighborhood store and that some people even call our store sterile, cookie cutter, no longer reflecting the passion our partners feel about our coffee. Starbucks vision as stated in its website is to become the most recognized and respected brand in the world, but at what cost? The commoditization of Starbucks began when the coffee company lost its appeal to its...