Starbucks - Company Analysis

1605 Words7 Pages
Mission Statement Thousands of consumers make a stop at the air-conditioned, eco-friendly, welcoming counters of the Starbucks stores every day all over the world. Operating in more than 50 countries (Annual Report 2010), this paper highlights the world renowned roaster and retailer of coffee, Starbucks. Starbucks Corporation, which is enlisted on NYSE with a ticker symbol of SBUX, was established in the year 1985 and had been under the management of CEO, president and chairperson, Howard Schultz who had witnessed the growth of Starbucks into one of the largest and recognized brand in the world today. With an objective to strive in the market, the company states on its website that Starbuck’s mission is “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time” (Our Starbucks Mission Statement). Simply stated, Starbucks intends to provide and/or brew the best quality of coffee beans to maintain the same quality of products and services to its loyal base of everyday customers. With eco-friendly, homely stores opening at every hub of the town, Starbucks intends to capture the market share one step at a time, pegging their presence in the hearts of people, its customers and its competitors. Strategic Objectives For Starbucks to remain one of the respected and popular brands of this era, strategic objectives are put in plan in order to generate revenue and increase earnings for their shareholders, while directing some objectives towards the customers and welfare of the society. With almost 17,000 stores worldwide, (Annual Report 2010) including 11,000 within U.S., Starbucks further intends to generate growth and increase market share by building more stores and benefit from opportunities arising within the U.S.as well as outside with “major emphasis on expansion in key emerging markets such as China and Brazil (Starbucks 10-K).

More about Starbucks - Company Analysis

Open Document