Starbucks Coffee’s Vision Statement &

Mission Statement
UPDATED JAN 31, 2017 LAWRENCE GREGORY

Starbucks Coffee’s mission statement and vision statement reflect the company’s emphasis on
leadership in the coffeehouse industry. The firm’s mission statement serves as an indicator of
what the company wants to do at the core of its business. On the other hand, Starbucks Coffee’s
vision statement shows what the company wants to achieve in the future. In this regard,
through the mission statement and vision statement, the firm guides the activities of employees,
and shows customers what the business is capable of doing. In particular, the Starbucks Coffee
mission statement shows customers the benefit that they can get from the company.

Established in 1971 in Seattle, Washington, Starbucks Coffee continues to follow its mission
statement and vision statement to influence organizational performance and strategic direction.
The current success and global industry leadership of Starbucks is a direct manifestation of its
vision and mission statements.

Starbucks Coffee’s Vision Statement

Starbucks Coffee does not readily present its vision statement. However, a careful reading of
the company’s website reveals that its vision statement is “to establish Starbucks as the
premier purveyor of the finest coffee in the world while maintaining our uncompromising
principles while we grow.” This vision statement has the following components relevant to
Starbucks:

1. Premier purveyance
2. Finest coffee in the world
3. Uncompromising principles
4. Growth

Being a premier purveyor means that Starbucks Coffee wants to achieve leadership in providing
its products, especially coffee of the best quality. Starbucks has already achieved the premier
purveyance component of its vision statement because it is now the largest coffee and
coffeehouse company in the world. However, it is not yet clear if Starbucks effectively addresses
the finest coffee in the world component of its vision statement. Analysts and critics point out
that coffee from McDonald’s or Dunkin Donuts may be better than Starbucks coffee in some
aspects. Nonetheless, Starbucks Coffee addresses the uncompromising principles component of
its vision statement. These principles include ethical conduct and a warm culture. Starbucks
maintains these principles, especially after Howard Schultz resumed his role as CEO in 2008.
Also, the firm satisfies the growth component of its vision statement, as manifested in the
continuing global expansion of the business through new Starbucks cafés. Starbucks Coffee now
has more than 22,500 locations around the world. Thus, the firm effectively addresses its vision
statement.
Starbucks Coffee’s Mission Statement
Starbucks Coffee’s website states that the company’s mission statement is “To inspire and
nurture the human spirit – one person, one cup and one neighborhood at a time.” This
mission statement reflects what Starbucks does to keep its business running. Such mission
statement has the following key components relevant to Starbucks:
1. Inspire and nurture the human spirit
2. One person, one cup and one neighbor at a time
Starbucks Coffee inspires and nurtures the human spirit starting with its employees. To address
this component of its mission statement, the company maintains a small company culture,
where rapport and warmth are important. This component of Starbucks Coffee’s mission
statement also pertains to customers’ experience. The company extends its warm and small
company culture to its customers. At Starbucks, employees’ and customers’ first names are
used. Also, the design of Starbucks cafés has a warm and cozy feel. These approaches inspire
and nurture meaningful and warm relationships. Starbucks Coffee’s mission statement also
indicates a personal and gradual approach. The one person, one cup and one neighbor at a
time component of the mission statement shows that the firm ensures meaningful impact on
every employee and customer. This part of the mission statement also means that Starbucks
Coffee plans to continually and gradually grow the business, one place or neighborhood at a
time.

Recommendations for Starbucks Coffee’s Mission & Vision

Statements
Starbucks Coffee’s vision statement is effectively addressed in terms of its different
components. However, there is concern about satisfying the finest coffee in the worldcomponent
of this vision statement. While Starbucks has one of the finest coffees in the world, the company
must continue evolving to improve its products. The main aim in addressing this component of
the vision statement is to keep Starbucks Coffee ahead of the competition in terms of coffee
quality. Moreover, the company should change its vision statement to reflect the growing array
of products it now offers, such as Starbucks merchandise sold at grocery stores.
Starbucks Coffee’s mission statement is also properly addressed. The company manages to
keep its warm and small company culture and ambiance. Also, Starbucks Coffee now has a loyal
following, which represents the firm’s effectiveness in the inspire and nurture the human
spirit aspect of its mission statement. However, the company’s mission statement is simplistic.
It does not present approaches that Starbucks Coffee uses in its business. Theoretically, a
mission statement should provide information about approaches, strategies or plans. Thus,
Starbucks Coffee can improve its mission statement by adding more details to show how the
company inspires and nurtures the human spirit.

References
TAGS: CASE STUDY & CASE ANALYSIS, STARBUCKS COFFEE, VISION AND MISSION STATEMENTS
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