Individual Case Study 1 - Starbuck Corporation - BUSI 690-D02.docx

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Running head: STARBUCKS CORPORATION 1Individual Case Study 1 – Starbucks CorporationGroup 3 - BUSI 690-D02Lee E. Troope, Jr.Liberty UniversityDr. Robert D. WaldoNovember 24, 2019
STARBUCKS CORPORATION 2Individual Case Study 1 – Starbucks CorporationExisting Mission, Objectives, and StrategiesAs stated on Starbuck’s company website: “Our mission: to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time”[ CITATION Com19 \l 1033]. Management and employees live by core values that ensure achievement of the company’s mission statement. These core values derive from the company’s ability to offer product differentiation through premium quality coffee using the finest coffee beans from all over the world. The company maintains an excellent supply chain that nurtures a relationship with its supply chain partners providing quality raw materials. The company’s objective allows management and employees to establish a human connection with its customers that allows the customers to when visiting a Starbucks location to feel as if they belong. This sense of belongingexperienced by the customers characterizes the mission statement as it allows the customers to bea part of a neighborhood away from home and work. The mission statement presents itself as a strategic management process to grow the company’s business. Therefore, the company’s strategy is a basis of four pillars: 1) the ability to make the customers feel like being in a Starbucks location is a third-place experience. As mentioned in the previous paragraph, Starbucks wants customers to feel as if they are at home or work with the ability to be comfortable and be in a relaxed atmosphere to be with friends or alone, 2) product differentiation through by offering the highest quality of coffee beans and customer service to its customers, 3) the company seeks long-term investment and profits through International market expansion while focusing on developing and emerging economies,
STARBUCKS CORPORATION 3and 4) the company seeks to integrate technology throughout various segments of its business processes. New Mission StatementThe Starbucks Corporation provides handcrafted beverages made from the finest coffee beans for men/women who desire a superb customer experience within a fine-looking atmosphere. Through global expansion, quality coffee, and unmatched customer experience fromthe best employees shareholder enjoy profitability. Starbucks fosters a culture of neighborhood connection.1) Customers: Who are the firm’s customers? The primary customers are men and women aged 25-49 with an appeal for contemporary hip design atmosphere. 2) Products or services: What are the firm’s major products or services? The company primary product offering is handcrafted beverages.

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