The company: Starbucks
The company selected for the analysis is Starbucks (SBUX:Nasdaq), the 37 year old
Seattle based coffee retailer. Starbucks has been very successful in delivering an experience; an ambiance present in both retail locations and co-branded delivery outlets.
Shared Values and Starbucks
The Starbucks shared values variable has the following components.
1- Leverage the Starbucks experience:
The Starbucks experience appears to be more than simply selling coffee, it is the conscious decision to position the brand as a lifestyle entity, capturing an attitude, and therefore is a re-invention of coffee itself. Any retailer can sell coffee; Starbucks sells an experience. This experience includes coffee, friendly staff, interesting music, and a comfortable meeting place.
2- The Starbucks Mission Statement:
The mission statement for the firm is: “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 the time.
Contribute positively to our communities and our environment.
Recognize that profitability is essential to our future success”
3- Environmental mission statement:
Starbucks also circulates an environmental mission statement: “Starbucks is committed to a role of environmental leadership in all facets of our business. We fulfill this mission by a commitment to:
Understanding of environmental issues and sharing information with our partners.
Developing innovative and flexible solutions to bring about change.
Striving to buy, sell,...