This paper examines how Starbucks, under the leadership of chairman Howard Schultz, has pursued a comprehensive growth strategy aligned with its core mission statement. The paper discusses the company's commitment to delivering an authentic customer experience, expanding its global store presence, and fostering a healthy internal work environment. It also explores Starbucks' employee development initiatives, such as the Coffee Master program, and its embrace of diversity as a central business value. The analysis demonstrates how the company's planned activities correspond to its stated mission of being the premier purveyor of the finest coffee while upholding uncompromising principles.
Starbucks chairman Howard Schultz has undertaken a mission to accomplish the planned and expected endeavors of the company, pursuing a comprehensive strategy aimed at developing all aspects of the business. The company has worked to increase its sales targets, exploring and improving its marketing and customer service practices in the process. Starbucks has sought to serve customers in the best possible way, introducing different items — including confections — to broaden its offerings. The quality of the brand and its services has improved, and the company has worked to present its products in a sophisticated manner designed to attract customer interest. One notation associated with a particular product captures this approach well: "topped with whipped cream and a dusting of toffee sprinkles, Starbucks' version of this traditional delicacy is a luxurious tasty treat" (Burt, 2007).
Starbucks has been successful in offering a convincing experience that has enthralled and delighted its customers. Rather than simply meeting customer expectations, the company has further elevated their tastes through magnificent offerings. Schultz has emphasized the importance of authenticity in this approach: "the one common thread to the success of these stories and the company is that they have to be true and they have to be authentic" (Burt, 2007). Based on current sales records and projections derived from existing trends, the company's outlook was encouraging — by the end of 2012, sales were expected to reach approximately twenty-three billion U.S. dollars, roughly three times the level at the time. The company also revealed a comprehensive expansion plan, with more than forty thousand stores expected to be launched within a few years.
The Starbucks mission statement aims at establishing Starbucks as "the premier purveyor of the finest coffee in the world while maintaining uncompromising principles during growth" (Official Website). This mission is consistent with the company's planned and present activities, and within a five-year horizon the company was expected to achieve the aspirations articulated in that statement. Starbucks has also committed to creating a healthy work environment, which in turn was expected to yield positive consequences for overall performance. The importance of a healthy workplace cannot be underestimated; accordingly, the company has endeavored to offer satisfaction to its employees, with the expectation that this satisfaction would be transmitted to customers.
Employee contentment is grounded in financial results, profitability, and the conducive environment the company offers. Starbucks has sought to comply with these aims so that the transmission of satisfaction, comfort, and pleasure to customers is smooth, and so that positive results are reflected in customer feedback. The administration has called on its employees to redouble their efforts while simultaneously working to maintain the spirit of a small entrepreneurial company. Considerable focus has been placed on team members, with every employee encouraged to contribute in the most suitable way. To that end, the company launched an employee-centered program called Coffee Master, the objective of which was to communicate "the subtleties of regional flavor" (Burt, 2007) — consistent with the company's diversity theme.
"Quality standards and diversity as core business values"
The differences among people and the notion of pluralism are reflected and appreciated within the company's culture. As a result, "Starbucks has made a business out of human connections, community involvement, and the celebration of cultures" (Official Website). This interpretation of diversity has been promoted and followed in its true spirit, reinforcing the brand's identity as an inclusive and community-oriented company.
The company has been successful in portraying the brand as "a personal and enjoyable experience in an environment where the customers can relax with a good cup of coffee, share a treat with friends, find a gift for a family member, or discover new music" (Official Website). Every pleasure and feeling of happiness has been exhibited through available techniques. These developments are consistent with the objectives originally formulated by the company.
Starbucks has not relied on the support of any particular age group; rather, every member of society is encouraged and welcomed to enjoy the Starbucks experience. This inclusive approach has resulted in the expansion of the company's customer base. At the same time, the company has worked to ensure that cultural and traditional aspirations are respected and that the values of the communities it serves are preserved. In this way, Starbucks has sought to inspire genuine emotional connections with its customers to achieve lasting positive results.
Burt Helm. "Saving Starbucks' Soul." Business Week. April 9, 2007.
Official Website of Starbucks: www.starbucks.com.
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