In 1971 the story began, three Seattle entrepreneurs started the Starbucks Corporation. They sold whole bean coffee in one store. After 11 years, their business had grown tremendously and they hired Schultz in 1982 to be the manager of retail and marketing. He had some ideas, he 'advised that the company should sell coffee and espresso drinks as well as beans' but he was turned down. He decided to open his own coffee bar in 1986 and a year later because of his great success he bought Starbucks from the original owners. Starbucks is the largest coffeehouse company in the world with 16,120 stores in 49 countries, including around 11,000 in the United States, followed by nearly 1,000 in Canada and more than 800 in Japan. A company needs to have a mission statement that has to be followed by all the employees and goals to achieve, to challenge itself every day. The CEO and the board of directors wanted a mission statement to give a strong sense of organizational purpose. How does Starbucks ensure that its decision allows them to achieve their organizational outcome? This mission statement is a tool set up by Starbuck's senior executives to guide and direct business partners. It was designed to help partners to estimate the appropriateness of their decisions regarding Starbucks corporate culture.
[...] Stockholders and the donors Social: customers, behavior, culture, expectations Technology: computer, science Legal: Word and local laws and regulations Environment: the communities and associations, local issues and pressures The internal environment - The management team Starbucks CEO Howard Schultz and his Board of directors are at the center of the internal environment. They decide the strategy and take all the decisions. For example they decide where and in which way Starbucks has to grow. - The organizational structure Starbucks organizational structure is flat which means that the structure is not hierarchical. [...]
[...] marketing practice, how does Starbucks create greater percentage of market share? Starbucks put in the place, the cheapest way to communicate. Its purpose was to create a buzz and also use the word-of-mouth to communicate. Starbucks needed has something better and a main competitive advantage so people could talk and share about this company. Starbucks used few techniques: - To have the best coffee Starbucks focused on the quality, always keep the customer happy - Slow growth Starbucks was focus rather than the profits and the extension. [...]
[...] That is why Starbucks met the success, you can have a coffee and sit down and talk to your friends. In France socialization is important. People all around the word have the same needs see the “Maslow's hierarchy of needs”[20] Starbucks fulfills every 5 needs, so people who buy Starbucks can reach self-actualization. Moreover, Starbucks offers the wireless for free, and is in total adequacy with people's modern lifestyle. You can use internet to work or keep in touch with your friends. [...]
[...] Starbucks created a serene atmosphere where people feel good and want to stay having some fun. - Educated the employees For me it is one of the best marketing processes. Starbucks trained and shared its passion for the coffee to their employees. The employees are represented the brand and they have a huge impact on the customers. - Details oriented Everything matters. The decoration of the stores. Starbucks is successful all around the word. But what greater differences do you notice between the US approach to the European Approach? [...]
[...] They take care about the employees and the customers How does Starbucks ensure that its decision allow them to achieve their organizational outcome? This mission statement is a tool set up by the Starbuck's senior executives to guide and direct business partners. It was designed to help partners to estimate the appropriateness of their decisions regarding to Starbucks corporate culture. In this document, all Starbucks collaborators and partners took some engagement and responsibilities toward the interests of the customers, communities, employees, shareholders and the earth (ecological considerations in all the aspects of the operations) Moreover Starbucks had set some standards and organize regularly audits controls internal and external. [...]
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