This is Starbucks Corporation mission statement overview in 2013. For more information on how to write a mission statement, please refer to our article.
|Industries served||Restaurants, Coffeehouses|
|Geographic areas served||Worldwide|
|Current CEO||Howard Schultz|
|Revenue||$ 13.29 billion (2012)|
|Profit||$ 1.38 billion (2012)|
|Main Competitors||McDonald’s Corp., Dunkin’ Brands Group, Inc., Nestlé S.A., Green Mountain Coffee Roasters, Costa Coffee, Caribou Coffee Company and many other companies.|
Starbucks is the premier roaster, marketer and retailer of specialty coffee in the world, operating 20,000 coffeehouses in more than 60 countries. It is the no.1 brand coffeehouse chain in the world.
Starbucks mission statement 2013
|“Our mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”|
|Does it include…?|
|Technology||Concern for survival||Philosophy|
|Self-concept||Concern for public image||Employees|
|Does it mention values like…?||Customer or product-oriented?|
(This evaluation framework is composed of the guidelines listed in our article: Mission Statement for Success)
Starbucks mission has received the lowest score from all the missions in our evaluations. Even though, Nissan received the same 0.6 points, Starbucks statement can be titled as the poorest mission because it doesn’t provide any relevant information about its business to the world. The goal of a mission statement is to communicate the primary business information such as: what does Starbucks do, what its values, competitive advantage and social responsibilities are, how company treats its employees, etc., which Starbucks provides none of. In other words, Starbucks mission should have included all 9 components of the mission but didn’t include any. The company also doesn’t mention any of the values and it’s not clear as to what guides company’s actions and decisions. The only remedy that company’s stakeholders receive is Starbuck’s principles that support its mission and provide more information about the business. These six principles are:
- Our Coffee
- Our Partners
- Our Customers
- Our Stores
- Our Neighborhoods
- Our Shareholders
Starbucks should improve its mission by adding these 6 principles to it and should try to fully answer what is company’s core purpose.
- Starbucks (2013). Company information. Available at: http://www.starbucks.co.uk/about-us/company-information/mission-statement