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Starbucks Analysis

II. Starbucks 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. Provide a great work environment and
treat each other with respect and dignity. Embrace diversity as an
essential component in the way we do business. Apply the highest
standards of excellence to the purchasing, roasting, and fresh delivery
of our coffee. Develop enthusiastically satisfied customers all of the
time. Contribute positively to our communities and our environment.
Recognize that profitability is essential to our future success.
III. Company’s goals and objectives
Starbucks had some very good and professional goals for their company
in the future. Not all goals were about dominating the market, but some
were to earn the respect of customers and stockholders. Shultz wanted
the company to become the most respected brand name in coffee and for
the company to be admired for its corporate responsibility. He spoke of
having a keystone value in the effort “to build a company with soul”.
That keystone value was that the company would never stop pursuing the
perfect cup of coffee. Shultz wanted Starbucks to be known as the best
place to buy specialty coffee that did not add any artificial flavoring
polluting their product. Along with earning the respect of customers,
Shultz also wanted to keep the respect and treat his employees with
care. He wanted to offer Health benefits and stock options to all
employees who worked 20 or more hours per week. Starbucks wanted to
become a national company with values and guiding principles that
employees could be proud of.
Earning the respect of customers and employees were not the only goals
of Starbucks, but like any other company, growth was also on the mind.
One of the first goals and dreams of Shultz was to setup...