History and mission statement
Starbucks opens its first store in 1971 in Seattle. WA. From the very beginning it offered the coffee on highest standards to please customers. In year 1982 today’s CEO Howard Schultz joined Starbucks as a director of retail operations and marketing. Since that time the company started to grow rapidly. In just few years of operations more stores have been opened expanding a business around the country and around the world. Now, Starbucks has nearly 20,000 stores in 60 countries and it still growing opening more and more stores and moving into new countries. But the corporation is not only selling a coffee. When the company became more powerful and more valuable, Howard Schultz along with other board members and a president, started to get involved in all kinds of programs to make better coffee, but also to make the world better. These days a company recognizes itself as a part of the neighborhood it operates within.
Starbucks mission statement states: “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” The corporation focus on the local communities and takes a proactive strategy to be a part of their lives. According to the Starbucks’ principles, every single store is a part of a community and it is a responsibility to live in a good relations with everyone. Instead of looking for an opportunities to expand in the most profitable places, it would rather be invited to do business in particular areas. Also, the company principle states that the business can take the lead in changing and helping in improving the society around. It is going to be a force pushing everyone ahead.
Diversity and Inclusion
For Starbucks diversity and inclusion is extremely impo...
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"Youth Leadership Grants." Starbucks Coffee Company. N.p., n.d. Web. 11 May 2014. .
"Supporting Farmers and Communities." Starbucks Coffee Company. N.p., n.d. Web. 11 May 2014. .
"Supplier Diversity Program." Starbucks Coffee Company. N.p., n.d. Web. 11 May 2014. .
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I’d like to start by pondering the company mission statement prior to looking at the site in order to determine what putting the mission statement into practice might look like. The first part, “Inspire the human spirit” is somewhat vague. Inspiration often comes from setting an example, so perhaps Starbucks wants to set an example. Pulling from the idea that to nurture the spirit, one must also nurture the body and mind, it’s possible Starbucks wants to incorporate nurturing minds and bodies into their business model. That could look like providing education, food, or means to those two things. The remainder of the statement “one person, one cup, and one neighborhood at a time.” seems to indicate a personal touch is part of the company goal, and perhaps indicates they want their coffee to somehow enrich the human experience, or that they want to be involved in the communities where they have a business presence. Let’s see if the company site confirms any or all of my interpretations.
Starbucks Corporation was founded in 1985 and is based in Seattle, Washington. (Bramhall) Company History The story of Starbucks coffee history begins in Seattle in 1971 when the first Starbucks opened at Pike Place Market, which is Seattle's and the Nation's oldest Farmer's Market. At this time, the company was a local coffee roasting facility. That remained their core business until 1982, when Howard Schulz joined the company. He was the new marketing executive and began right away to convince more and more local cafes, upscale restaurants, and hotels to buy Starbucks coffee.
The company started its activity in 1971 as small coffee shop located in Seattle specialized in selling whole arabica coffee beans. After being taken over by Howard Schultz in 1982, following a rapid and impressive growth, by mid 2002 the company was the dominant specialty-coffee brand in North America, running about 4,500 stores, 400 international stores and 930 licenses.
Eun, E. S., & Resnick, B. G. (2012). International Financial Management 6th Edition. Boston: McGraw - Hill Learning Solutions.
In addition to being best-known supplier of the finest coffee and promising only the highest quality products, Starbucks emphasizes firm values, provides guidelines to enhance employee self-esteem. This is to ensure continued customer satisfaction. Moreover, diversity has become a priority to providing an inviting environment to all consumers. Starbucks continues to abide by a strict, slow growth policy in which they set out to dominate a market before moving on to expand, thus history has shown this strategy to be successful for Starbucks, making them one the fastest growing companies nationwide.
The wildly successful coffee shop that can be seen around the world started from a humble beginning with just one single store in Seattle’s Pike Place market, as a retailer of whole beans and ground coffee. It was because of three academics, Jerry Baldwin, Zev Siegel, and Gordon Bowker, that “Starbucks Coffee, Tea, and Spice” was started. The company went through a couple adjustment periods. In 1882 Howard Schultz was hired to supervise marketing and retail stores. It wasn’t long after that he decided to step down and start his own coffee stores after disagreements with reference to what the Starbucks experience should entail. Starbucks Tea and Spice once again came back into Schultz’s life in 1887 when Jerry Baldwin and Gordon Bowker sold the rights to their company. Howard Schultz took this as on opportunity to combine companies with the name Starbucks Corporation. In 1992 Starbucks Corporation went public. Due to successful leadership and business practices, Starbucks can be found serving its customers in over 50 countries and 17,000 locations.
Gordon Bowker, Jerry Baldwin and Ziv Siegl founded Starbucks in 1971. Their goal was to sell the finest quality whole beans and ground coffees (Starbucks timeline and history, 2004). In 1982, Starbucks had grown to five stores and started serving coffee to restaurants and espresso bars. Harold Schultz was employed as the director of retail operations and marketing. Harold Schultz convinced the founders of Starbucks to open a downtown Seattle coffee bar, which opened in 1984. With the success of Seattle coffee bar, Schultz left Starbucks to start his own company named Il Giornale. In 1987, Il Giornale acquired Starbucks retail operations for 4 million dollars. In addition, Il Giornale changed its name to Starbucks Corporation and opened locations in Chicago and Vancouver, B.C. (Starbucks timeline and history, 2004).
Founded in 1971 at Seattle’s Pike Place Market, Starbucks Coffee, Tea and Spices, as it was originally called, has been “brewing-up” its famous blends in over 43 countries, including the United States. Now called Starbucks Coffee Company, business isn’t just about the coffee and tea anymore. Starbucks has its own line of bottled water, handcrafted beverages, fresh food, entertainment, merchandise and a Starbucks Card. The company has received numerous awards for their outstanding business practices. Fortune Magazine has ranked them as one of “The Best 100 Companies to Work For” in 1998, 2000, 2002, and 2008 (Starbucks, 2008). The Starbucks Experience provides consumers and the general public a direct line a of business communication. From friendly baristas to press releases from CEO Howard Schultz, Starbucks keeps its “partners” informed.
Starbucks is an international coffee house and it was created in 1971 when they opened the first store in Seattle, Newcastle. Currently, they own 21,000 stores in 65 different countries of the world, and their passion for the great coffee, excellent service and community interaction exceeds cultures and languages (Starbucks, 2014). This company is the number 1 brand coffeehouse chain in the world due to the best roaster, marketer and seller of speciality coffee. Its main slogan: “Our mission: to inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time” (Jurevicius, 2013).
I will briefly summarize and examine issues facing Starbucks. Starting from there I will pick the most important issue and study it from different positions. In the end of my I will try to suggest what steps should be made to keep the company in continuing its quest to become one of the most recognized and respected brands in the world.
Schultz has had a lot of success with Starbucks, not only in revenue but he has continued to expand the brands in their portfolio, increase store locations and reach all new highs. Starbucks is now an international company with more than 21,000 stores in over 65 countries (Starbucks Coffee International, n.d.). Starbucks believes their global success has a lot to do with their international partners. Schultz explained it nicely when he said, “We remain highly respectful of the culture and traditions of the countries in which we do business. We recognize that our success is not an entitlement, and we must continue to earn the trust and respect of customers every day” (Starbucks Coffee International, n.d.). Schultz continually sees opportunity and the ability for growth, with an increase in locations across the globe every year and the ability to keep up with the latest in technology (websites, online shopping, a Starbucks application with the ability to pay and reload loyalty cards on your smart phone), etc.
Most obviously, community is about people. Starbucks not only connects consumers with their company, but addresses the lifecycle of community from start to finish, starting with the farmers that grow their coffee, to the customers that drink it in their stores. In my opinion, one reason for their immense success has been their ability to communicate their mission to their customers, and allow their customers to feel like they are part of the mission. For example, for every bottle of Ethos water purchased, Starbucks will donate $0.05. According to Starbucks’ website, “$12.3 million has been granted to help support water, sanitation and hygiene education programs in water-stressed countries – benefiting more than 500,000 people around the world.” In addition to developing programs to supporting communities around the world, Starbucks also engages in philanthropic community efforts locally. A variety of projects currently exist, and Starbucks encourages their customers and employees to volunteer in these programs, which includes veterans and military support, creating jobs, diversity & inclusion, and opportunity for
Starbucks is a worldwide company, known for is delicious brews of coffee and seasonal varieties of tasty drinks for any occasion. Starbucks opened with two main goals, sharing great coffee with friends and to help make the world a little better. It originated in the historic Pike Place Market of Seattle, Washington in 1971 by Jerry Baldwin, Zev Siegl and Gordon Bowker. The creation of Starbucks’ name came from the seafaring tradition of early coffee traders and the romance evoked from Moby Dick. At the time, this individual shop specialized in the towering quality of coffee over competitors and other brewing services enabling its growth to becoming the largest coffee chain in Washington with numerous locations. In the early 1980s, the current CEO Schultz saw an opportunity for growth in the niche market. After a trip to Italy he brought back the idea of a café style environment of leisure and social meetings to the United States we now see in Starbucks locations today. Schultz ultimately left Starbucks to open his own coffee shop, Il Giornale which turned out to be a tremendous success. Fast forward a year later, Schultz got wind that Starbucks was going to sell all their components of Starbucks including their stores and factories, he immediately acquired the funds to buy Starbucks and linked both operations. Within five years he was able to open more than 125 stores starting in New England, Boston, Chicago, and gradually entered California. He wanted Starbucks to be a franchise system based on the mission of telling the truth and emphasize the quality,
The current success and global industry leadership of Starbucks thus making it to the top most position of the market both locally here in New Zealand and internationally is a direct manifestation of its vision and mission statement. (Starbucks,