chose to analyze the mission statement and “About Us” page of Starbucks. The mission statement is:
To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
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.
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There are three subpages under the “About Us” section which are “Our Company”; “Investor Relations”; and “Newsroom”.
I’ll be looking into the “Our Company” section. The first thing that the eye is drawn to is a bold box to the right that lists further subcategories for this page beginning “Business Ethics and Compliance”, followed by “Inclusion at Starbucks”; “Corporate Governance”; “Online Policies”; and “Annual Meeting of
Shareholders”. The first subpage, “Business Ethics and Compliance”, explains the company program that provides what they call “awareness materials”, ethics training, and HR investigations. There’s also on the left a sidebar that shows Starbucks is listed as the 2016 World’s Most Ethical Company by the Ethisphere Institute. The indicators on this page are that Starbucks is setting an example. The second subpage, “Inclusion at Starbucks” speaks to appreciation of individuals as well as embracing diversity. The mission statement is referenced in part repeatedly. Most eye catching of all is the sidebar, again. With the heading “Community”, this is where I found the greatest evidence that the company is living its mission statement. Starbucks is enriching minds and bodies by providing a variety of opportunities including grants and internship programs for youth as well as partnerships with non-profits. They also have what they call “Community Stores”, each of which works with a local non-profit, providing advertising for the non-profit and funding from the sales at the store. There’s a Starbucks Foundation which gave over $13 million to nonprofits and grants in 2014, as well as a matching program whereby when their employees donate time to an organization, Starbucks donates money. A fund was put in place in 2005 for providing clean water that is supported by sales of the company water, Ethos. The site indicates $12.3 million has been granted to help finance water programs in developing countries. Starbucks works with NGOs in communities where the coffee, tea, and cocoa they sell are grown to increase access to education, clean water, training, and financial services. Starbucks has seed funded Community Development Financial Institutions (CDFI) with $5 million dollars to help promote job growth in the US. CDFI finances small businesses among other things. Links are available to donate and to learn more on the site. Showing more dedication to enriching spirits by enriching minds, employees eligible for benefits at Starbucks are offered tuition into Arizona State University, and Starbucks will pay for them to earn a bachelor’s degree. Military service members and veterans have the additional option of giving the same tuition opportunity to their domestic partner, spouse, or child. The company has pledged to hire 10,000 veterans and their spouses by 2018, and links to non-profits specific to veterans, apparently to encourage volunteering for them. In Seattle, where the company originated, they’ll be hosting live music performed by new talent on Thursday nights in support of the arts. They also support a concert series called “Little Big Show”. All ticket sales support local nonprofits and the arts. The website absolutely reflects Starbuck’s mission statement. Starbucks is taking immense action “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”
sat there reading a book. Later in the observation, the man’s phone rings and he steps outside to answer it. As he comes back inside to sit down, he apologizes to his wife and continues to work on his laptop.
I chose to complete the social brand inventory on the Starbucks Corporation. Starbucks’s logo and only symbol is an image of a siren, a two-tailed mermaid. Starbucks does not have one positioning statement, but varying slogans by product or marketing campaign. Six popular slogans include “It’s not just coffee. It’s Starbucks”, “Life happens over coffee”; “Coffee is Culinary”, “Let’s Merry”, “Starbucks DoubleShot. Bring on the day”, and “Starbucks Frappuccino. Work can wait.”
In 2002, unexpected findings of a market research showed problems regarding customer satisfaction and brand meaning for Starbucks customers. The situation was unacceptable for a company whose overall objective is to build the most recognized and respected brand in the world. Starbucks was supposed to represent a new and different place where any man would relax and enjoy quality time, alone or with others. But the market research showed that in the mind of the consumers, Starbucks brand is viewed as corporative, trying to expand endlessly and looking to make lots of money. This huge gap between customers' perception and Starbucks' values and goals called for immediate action.
The main stakeholders of Starbucks include the employees, customers, suppliers, investors, environment and the government (Thompson, 2015). Starbucks gives priority to their staff and ensures that they are happy with the provision of better working conditions, job security, and higher wages. Thus, the company builds the community, facilitating the growth of the employees. The company listens to their customers to improve the quality of service and products. For instance, Starbucks creates a warm and friendly relation with customers to satisfy their social responsibility with this stakeholder. By ensuring their suppliers are properly paid through their Coffee and Farmer Equity (CAFÉ) program, Starbucks fulfills their commitment to the suppliers through awareness. The company creates eco-conscious stores (Starbucks Corporation, 2016) and ensures to follow environmentally sound business practices using their foresight. Starbucks supports the emergency relief services. In 2005, they helped rebuild the Hurricane Katrina struck areas (Adams, 2007). Through their high financial performance in the industry, the company meets the interests of the investors proving the ability to conceptualize. Being an international company, Starbucks remains respectful of the people’s perspectives from the respective governments. Thus, they satisfy their commitment and
Starbucks mission statement was clearly designed as an inspirational writing for both current and prospect employees and managers. The statement “one person, one cup, and one neighborhood at a time” (Starbucks Coffee) delineates the importance for the company to serve, to focus and pay all their attention on one customer, one cup of coffee at a time.
Bittersweet? why can’t we just call it coffee drink I’m grumpy and smug on a coffee table not only when breakfast, but when at Starbucks. I’m skeptic about glorifying the expensive drink. Understanding its commercial rebuttal to my angst, I was cultured that it was the coffee shop experience aside from the good coffee.
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.
Going as far back in history as Mesopotamia, espionage has existed. For example, the hieroglyphs of Ancient Egypt “reveal the presence of court spies” (Espionage in the Ancient World). However, not everyone can be spy in the CIA or M1-6. As a result of that, “people watching” was born. People watching is the act of observing people, usually without their knowledge. For my assignment, I chose to observe (people watch) inside Starbucks. I chose Starbucks for a couple of reasons. The first reason being that since there is only one Starbucks in town, it is going to be heavily populated. Furthermore, with the temperature dropping at night (which was the time of my observation), Starbucks is packed to the walls with everyone wanting a hot
The structure of Starbucks business communication is exceptional. Rather you are in their store buying a Caramel Frappuccino®, visiting their website or watching one of their advertisements on television; as the consumer, the message is loud and clear. Pick up any newspaper and you are likely to find an article about the coffee giant. Starbucks pledges a commitment to their over 172,000 partners (employees) and the community. “We realize our people are the cornerstone of our success, and we know that their ideas, commitment and connection to our customers are truly the essential elements in the Starbucks Experience” (Starbucks, 2008).
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.
The principle objectives of Starbucks likewise resemble any organization on the planet is increment benefit also. With a specific end goal to finish this, Starbucks accentuation an assortment methodologies that allow the organization to keep up an upper hand and ceaselessly reevaluate its methodologies.
"Rewarding everyday moments". The Starbucks Mantra clearly implies that they are not selling just coffee. They claim to be selling the coffee experience. Their coffee bars that sell specialty coffee also gives customers an ambience where they can be themselves. Starbucks advertises themselves as the third place between home and office, where you can escape, reflect, read, chat or listen. They have become the largest player in the coffee industry and is still looking for avenues to expand themselves.
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
Throughout sixth grade, I was told that drinking coffee would stunt my growth. Being that I was only 4’11, I was not taking any chances and would only order a hot chocolate when going to any coffee chains. Then my best friend introduced me to a glorious cup of mocha frappuccino and I was hooked. I started off with one sip and that one sip turned into two, and two turned into a cup, needless to say, I was addicted. At first, I would only go to Starbucks for a drink, and then I found out there was free wifi and that changed everything. Ten minutes in Starbucks turned into four hours. I soon started to meet up for study sessions and wrote many of my high school essays there. With the combination of the strong coffee aroma and smooth
As I drive to Starbucks, small strikes of lightning strobe the sky, and rain pours down from overhead. Scattered showers had been occurring throughout the hour, and dark clouds covered the sky. The rain brought a mugginess to the already hot air, which was contrast to the previous week’s cold temperatures. It is a Monday night, around 7:30 pm, and the parking-lot is crowded with minimal parking available. The Starbucks is situated in a strip of stores, which includes a Great Clips, AT&T, and Penn Station.