Internal analyses
Mission statement1
Starbucks tries to maintain their position as the distributor of the finest coffee in the whole world. In order to achieve that they try to work according to the following 6 guidelines that may help them to remain in that superior position and also to find ways to expand. The Corporation follows six basic principles to guide the decisions made within the company:
1.Provide a great work environment and treat each other with respect and dignity.
2.Embrace diversity as an essential component in the way we do business.
3.Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee.
4.Develop enthusiastically satisfied customers all of the time.
5.Contribute positively to our communities and our environment.
6.Recognize that profitability is essential to our future success.
Environmental mission statement
Starbucks is also committed to a role of environmental leadership in all facets of the business. They fulfil this mission by a commitment to:
1.Understanding of environmental issues and sharing information with our partners.
2.Developing innovative and flexible solutions to bring about change.
3.Striving to buy, sell and use environmentally friendly products.
4.Recognizing that fiscal responsibility is essential to our environmental future.
5.Instilling environmental responsibility as a corporate value.
6.Measuring and monitoring our progress for each project.
7.Encouraging all partners to share in our mission.
Value creating activities
The difference between a normal coffee-house and Starbucks is that Starbucks present their stores as a “Third living room” not just a place to buy coffee and leave as soon as possible. The whole design ...