preview

Starbucks Case Analysis

Satisfactory Essays
Starbucks’ Mission Statement

Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while 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.

Corporate Objectives

1. Establish Starbucks as the most recognized and respected brand in the world

2. Achieve rapid growth through national and global retail store expansion opportunities – target 25,000 to 30,000 stores worldwide by 2013

3. Increase revenue through innovation of new products, and consistent delivery of the Starbucks experience

4. Increase U.S. and global market share – Target >7 percent U.S. and >1 percent worldwide

5. Secure a reliable supply of high-quality coffee beans, at stable prices, through environmentally and socially responsible means

6. Leverage the Starbucks’ brand through diversified product offerings

Corporate Strategies

1. Market penetration of retail stores

2. Global market development

3. Backward vertical integration through direct purchase agreements with coffee growers, established company owned and operated coffee bean roasting plants, warehousing and distribution facilities

4. Forward vertical integration through Starbuck’s retail stores

5. Forward vertical integration through joint ventures, and licensing agreements to market and distribute Starbucks’ products in new channels

6. Horizontal integration through acquisition of Ethos Water to expand and diversify Starbucks’ line of beverages in their retail stores

7. Diversify Starbucks’ product offerings to include music CDs, coffee making equipment, mugs, and accessories, as well as develop new coffee related products through partnership agreements with other food and beverage manufacturers

Starbucks’ Mission Statement

Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while 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.

Corporate Objectives

1. Establish Starbucks as the most recognized and respected brand in the world

2. Achieve rapid growth through national and global retail store expansion opportunities – target 25,000 to 30,000 stores worldwide by 2013
Get Access