Starbucks has a very clear and concise mission statement, which is “to inspire and nurture the human spirit–one person, one cup and one neighborhood at a time.” This mission statement has been able to help the company grow from just a coffee shop to an international coffee empire.
Starbucks’ Mission Statement is simple, yet powerful. It is easy for both customers and employees to understand what the company stands for. The company also states that they have four core values: quality leadership, social responsibility, environmental awareness, and economic impact.
What is the problem with Starbucks’ mission statement?
Starbucks’ mission statement of “to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time” is problematic because it only focuses on the customer.
The mission statement places the customer as a privileged party. It makes Starbucks seem like they are catering to the needs of their customers without any mention of how they should act as a company to make sure their employees’ human spirit is also nurtured.
The Solution to the Problem with Starbucks’ Mission Statement
In the face of an uncertain future, many business have been trying to do more to help their communities. Starbucks is one such company. They have announced that they will be hiring 10,000 refugees in the next five years and closing all of their stores on the afternoon of May 29th for training on how to work with people from diverse backgrounds.
In order for Starbucks’ mission statement to be successful, it needs to be clear and concise, similarly to the statement of one of its main competitors Costa Coffee. This way all employees know what is expected from them and what they can expect in return.ù
Starbucks Vision Statement Analysis
Starbucks is looking to the future and investing in technologies that they think will make a difference. The company is aiming to use AI and machine learning to improve customer experience-related tasks such as forecasting customer demand, optimizing stores’ layouts, and personalized offers.
Starbucks Company History
In 1971, Starbucks was founded in Seattle, Washington by three partners: Jerry Baldwin, Zev Siegl and Gordon Bowker. The first location was on Pike Street near the waterfront. They wanted to create a great place for people to gather and enjoy coffee.
In 1981, Howard Schultz joined the company as Director of Marketing and Sales and he became president of the company in 1987. He set up a new strategy that they wanted to be able to offer their customers an exceptional person experience in each store.
Starbucks With Schultz as CEO
Howard Schultz is a former CEO and current chairman of Starbucks. Kevin Johnson took over the role of CEO of the company in 2017. He has been in the business for a long time and has a deep understanding of the company’s operations. He was appointed as the CEO in 1987, which was about four years after opening its first store. In April 2000, he stepped down from the CEO position to concentrate on other projects.
He returned to his previous position as chairman of the board in 2008, following his election to president and chief global strategist for Starbucks. Since then he has focused on running the company’s global coffee business while overseeing new growth initiatives such as Teavana and Via Ready Brew tea line.