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Environmental Mission, Vision And Values Of The Starbucks Corporation

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Introduction

Based in Seattle, Washington, Starbucks Corporation is the largest retail coffee company in the world. As the largest coffee company in the world, the environment is an important and ongoing concern of the organization. Starbucks understands this social responsibility and the organization's impact on the environment and continuously takes steps to minimize any and all impact on the environment. An environmental mission statement was adopted by the organization in 1992. After Starbucks Corporation became a publicly traded company an environmental committee as well as a Green Team was instituted at the corporate level. "Starbucks had an Environmental Committee that looked for ways to reduce, reuse, and recycle waste, as well as contribute to local community environmental efforts. There was also a Green Team, consisting of store managers from all regions." (Thompson and Gamble, 1999)
Starbucks Corporation Background

Starbucks Corporation is a retail organization that purchases and serves coffee and espresso beverages, coffee beans, desserts and coffee related products. Packages of whole bean and ground coffee can also be found at specialty stores and supermarkets nationwide. Starbucks also has another venture, a subsidiary called the Tazo Tea Company, where a line of teas are made and sold at their retail locations as well as supermarkets and specialty stores.
Essential Components of the Strategic Management Process

Five essential components of the Strategic Management Process and they include: Developing a strategic mission and vision, setting objectives, creating strategies to achieve objectives, implementing and executing the strategy, and evaluating and correcting any errors. In light of the Starbuck Corporation's strategy of social awareness and responsibility to the environment, the following components of the strategic management process should be analyzed in light of their new strategies: Starbucks Corporation should include a statement about environmental responsibility within the vision statement, adding to the existing statement. The vision statement is clear and concise, although vague, as it does not name the principles that the organization adheres to, even in brief. (As a rule, vision statements can be up to two pages, maximum).
Starbucks Mission Statement does not need any revising at this time.
Although working with the environment may be one of the principles that are followed, and such an important attribute of the organization that it warrants mentioning.
Objectives should evolve with the changing needs of the environment and the public's perception of how the environment should be treated. As the organization evolves other components within the strategic management process that would need to be reviewed include any and all objectives (short and long-term), the strategies that would be used to achieve said objectives. For example, Charles Schultz, Founder and CEO of the organization, believes that Starbucks is getting away from its main objective of being all about the coffee and losing focus. "In a memo to his management team, he questioned why the stores are selling books and magazines and CDs. He complained that when you walk into a Starbucks, it doesn't even smell like coffee anymore. Schulz wants the company to slow down, concentrate on its core business and serve its core customers. It's all about the coffee." (Daniels, 2007). Starbucks Corporation may want to instill new and fresh objectives to the organization, and focus on what they do best: coffee. After considering new objectives, the management team must then strategize to reach any new goals and implement the new strategies. New objectives of the organization could be to scale back the retail areas of the stores and gain a new focus on environmental issues.
The effects of Starbucks relatively new strategy of being "Green" will ultimately have positive implications on the leadership and culture of the organization. Leadership will have a strategic mindset that any and all strategies must work with the environment, not against it. Strategic mindset relies on a constant information flow that allows for changes in attitude through making informed decisions based on updated information. Strategic mindset not only involves short-term thinking, but long-term thinking as well. Executives need to "…maintain a strategic perspective to effectively challenge and correct the path of their organizations based on new events." (Oser, n.d.).
The organizational culture will strive to keep true to its mission and vision statements and employees will thrive within the culture because the mission and vision statements are the truth, not some words put together to make people happy. The organization strives to meet the mission and vision objectives.
The outcome of the "Green" strategy on stakeholders will be phenomenal. Stakeholders will reap the rewards of having a partnership (which also includes employees), which is successful, and profitable.
Mission Statement

Starbucks Corporation instituted an Environmental Mission Statement in 1992 that states what the organization is committed to in respect to the environment. Starbucks Environmental Mission Statement is as follows: " Starbucks is committed to a role of environmental leadership in all facets of our business. We will fulfill this mission by a commitment to:

· Understanding of environmental issues and sharing information with our partners (employees).
· Developing innovative and flexible solutions to bring about change.
· Striving to buy, sell and use environmentally friendly products.
· Recognizing that fiscal responsibility is essential to our environmental future.
· Instilling environmental responsibility as a corporate value.
· Measuring and monitoring our progress for each project.
· Encouraging all partners to share in our mission." (Starbucks Corporation, 2007).
Vision Statement

Starbucks Corporations vision statement works concurrently with its mission statement and is instrumental in touching on today's very important issues. Starbucks Corporation has made sure that within the vision statement as well as their mission statement that the principles behind these statements include discussions of how to treat people including their employees, diversity, customer satisfaction, and community contributions, all the while making and sustaining a profit. (Rogers, Riddle, 2006). Generally, vision statements can also aid in stating new company visions, new product strategies and be a response to new competitive threats in the market. Starbucks Vision Statement is as follows: "To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow." (Starbucks Corporation, 2007). Additionally, the vision statement could also state: Starbucks Corporation fully intends to continue to be an environmentally conscious organization and work collectively with environmental agencies and the public in this important matter.
Desired End State

The mission, vision, and values aid Starbucks Corporation in reaching its desired end state in various ways. Starbucks Corporation strives to be the top coffee company in the world. To achieve this status, Starbucks Corporation has instituted a mission and vision statement that is alignment with its goals in how to obtain the organizations desired end state. Within the organizations mission and vision statements Starbucks Corporation states that listening to its customer needs and wants are a top priority. For example, customers wanted skim milk in their coffee drinks instead of whole milk. While privately owned from 1987-1992, the owner, Howard Schultz, opposed offering skim milk to customers. However, the Head of Retail Store Operations disagreed on the grounds that the company needed to give the customers what they wanted, or the mission and vision statements would mean nothing in the eyes of their employees and consumers.
Starbucks Corporation also believes that its success comes from the successes of their employees. If the employees are happy, the customers will be happy and the company will remain profitable. Offering employee's impressive compensation and benefits packages is another way that the Starbucks Corporation tries to ensure that its employees are happy.
Conclusion

Throughout the years, the Starbucks Corporation has altered its vision of who they are and where they are headed many times. Risks have been taken, and the status quo challenged all the while being innovative and competitive. Starbuck's environmental campaign has proven successful with the public as well as stakeholders. One of the visions that the original founder of Starbucks Corporation, Charles Schmitz had was to have 2000 stores by the year 2000. Another vision was to be the most recognized coffee brand in the world. Currently, Starbucks now has 13,000 stores in 40 countries. (Starbucks Corporation, 2007).

References

Daniles, Cynthia (2007, June 3). President's Address to 2007 ASRT House of Delegates.

Retrieved July 30, 2007, from American Society of Radiologic Technologists

Web site: http://www.asrt.org/media/pdf/PresidentsAddressWebCopy.pdf

Oser, Tom (n.d.). Fresh Perspectives: Strategic Mindsets in the Financial Information

Industry. DSI Quarterly, Retrieved July 26, 2007, from

http://www.thinkdsi.com/leadership/newsletter/1_2/mailingpage2.html

Rogers,, R., & Riddle, S. (2006). Trust in the Workplace. The Catalyst, Summer,

Retrieved July 30, 2007, from

http://findarticles.com/p/articles/mi_qa4011/is_200607/ai_n16779709/pg_3.

Starbucks Corporation, (2007). Starbucks Corporation. Retrieved July 30, 2007, from

Starbucks Web site: http://www.starbucks.com/default.asp

Thompson, A., & Gamble, J. (1999). Strategic Management. New York: McGraw

Hill. Retrieved July 30, 2007 from

http://www.mhhe.com/business/management/thompson/11e/case/starbucks-2.html

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