Starbucks is a private company and the vision of its leaders is for it to become a national company with guidelines and values which could please the employees, enlarge its stores, and have more investors coming in to support the company’s processes. Therefore, leaders found out that for them to succeed in their visions there was a need for the company to come up with strategies that would help it to boost its standards. To deal with this they drafted a mission statement that could help them in arranging their events to come up with something which could act as a guideline to help the company to fulfill its missions. The mission basically benefited employees and boosted the company’s projects. Chairman Howard is on the mission of ensuring that the company is back to its roots he also wants to triple the sales in five years (Helm, 2007 pg 56).
Starbuck created its mission statement when one of its senior executive officers went to an off-site retreat to outline the company’s values and believes so that they can be able to draft a mission statement for the company. The mission statement that was drafted and reviewed by the employee incorporating some of the issues that they felt were necessary and was reviewed in the 1990s. This statement read as follows:-
- Provision of a great working environment for the employees and treating each other with due respect. Through this employees could work well for the benefit of the company since the atmosphere/environment was conducive and the relationship with co-workers was good.
- The statement also stated that diversity should be embraced as being an essential component of the way business is done. Diversity could help the company to have a wide range of products to offer to its customers which would encourage them to continue visiting the company.
- They also emphasized applying the highest standards of excellence during purchasing roosting and in the delivery of fresh coffee to customers. These high standards could help them in boosting their marketability since quality products will be attained if this is considered seriously.
- In drafting the statement they ensured that it was customer centered since they stated that they wanted to develop enthusiastically satisfied customers at all times. This should be incorporated in any business-oriented mission statement because by satisfying the customers the standards of the company are raised since more customers will be attracted to the business (Spellman, 2007).
- The company also wanted to play part in contributing positively to the community and the surrounding environment by contributing positively to the community they can be motivated to contributing positively to the company by purchasing their products.
- The statement also was formatted in such a way that it could help to recognize that profitability is essential to the future success of the company. The only way that a company can grow is by ensuring that profit is maximized and losses should be minimized so that the business can be run well in the future.
The company’s main objective was for it to be established as the most recognized and respected brand in the whole world. To attain this the company intends to expand its retail operations have good growth in specialty sales and other operations, it also wanted to pursue its opportunities by introducing new products and developing new claims of distribution.
In its mission statement, the leaders wanted to establish Starbucks as a primer supplier of the finest coffee in the world. By providing a fine grade of coffee, the company can be able to capture a wide range of markets due to its quality brand of coffee. This in turn boosts the profitability of the company and therefore they end up reaching tier required standards.
Diversity of product is an essential way of attracting more customers since they will have a wide selection of the goods needed and therefore they have the option of choosing what pleases them most. This has really helped them since their goals are to see the company moving to a greater height of success through a small period of time which shows the progress of the company.
There are three main stakeholders in Starbuck Company each of them plays a different role in ensuring that the company is achieving its set goals of being the best producer of fine coffee in the future. The company also ensures that it meets the goal of each of the stakeholders so that they can be motivated to work for a better company outcome. One of the stakeholders of the Starbuck Company is the shareholders who contribute towards profit-making in the company. Shareholders get their pay at every end of the year and it’s the obligation of the company to ensure that good returns are given to shareholders at the end of the year so that they can be motivated more to invest in the company (David, William, 2006). By investing in Starbuck Company, shareholders increase the profitability of the company by buying shares from which end up earning more profit.
Another group of stakeholders is the employees. For any company to run well employees should be handled with a lot of integrity which ensures that they work in a good working environment so that they can serve their customers better. Interrelation within the employees also matters within a company since the way they relate to each other greatly portrays the way they relate in order to serve the customers (Rae, 2006, pg 32).
According to Starbuck Company, the employees’ needs and working conditions are met accordingly in order to motivate them to continue serving the company. Through the good relationship between employers of the company and the employees, the services offered to customers are of good quality and this motivates them to visit the company regularly since they admire the way they are served. Therefore the company has enabled this relationship which has made it to retail the good employee relations.
In Starbuck Company farmers or suppliers are also active stakeholders of the company. The farmers supply coffee to the company which is the raw material used in the Starbuck Company. The company wants to gain a good relationship with the farmers so that they can provide quality coffee to the company which can consequently boost the quality and the quantity of the coffee produced. The company has devised ways of obtaining coffee from the farmers directly so that they can access the quality of coffee and advice them accordingly. The company also advises the farmers on ways of preventing pests without necessarily interfering with the quality of coffee. They also ensure that they buy coffee at good prices which consequently motivates farmers to produce more.
The main mission of Starbuck Company is to be the best coffee producing firm in the world. By following the strategies that it has analyzed in the mission plan the company can achieve this since it ensures that there is a good relationship between its employees and also by dealing with farmers directly they can obtain good quality coffee which is processed by the employees who are motivated to produce fine coffee and therefore with this they can end up being the best coffee producing firms in the world (Starbuck Corporation 2008).
Their vision being obtaining profit, as evidenced in their mission statement, whereby they value profitability as a key to the success of the company. Therefore they have enabled this through the production of good quality and quantity coffee which attracts more customers and shareholders to the company hence making a considerable amount of profit.
The company’s objective is to produce the most respected and recognized brand in the whole world is being facilitated by their efforts to motivate employees so that they can produce quality coffee and also through their efforts to educate farmers on the best production method so that they can produce quality coffee grains for processing using good standards of the company.
Therefore, by drafting good mission statement all the mission of the Starbuck Company can be accomplished so that it can be able to achieve its objectives of being the best firm in the whole world which produces coffee. By analyzing its mission statement, the company can land into greater heights if everything drafted is considered and followed accordingly.
Reference
Rae, J. (2006), The Importance of Great Customer Experiences. Business Week. New York. Issue 4011, page 32.
Helm, B. (2007), Saving Starbucks Soul, Business Week, New York. Issue 4029, pg 56.
Spellman J. (2007) Starbuck. Web.
David C, William B. W. (2006), Strategic Corporate Social responsibility, SAGE: London.
Starbuck Corporation, (2008). Web.