Starbucks is a company that has marketed their business with unconventional tactics that
have spread virally to huge success, and it is an example that many companies can learn
and grow from. They use two mission statements, one for their company overall and one
for their environmental role:
Starbucks Coffee Mission: “To inspire and nurture the human spirit – one
person, one cup, and one neighborhood at a time.”
Starbucks Environmental Mission Statement: “Starbucks is committed to a
role of environmental leadership in all facets of our business.”
Starbucks is notorious for the “Perfect Cup of Coffee.” Their attention to the details of
quality in their coffee has set them apart to the extent that people are willing to pay two to
three times as much for a cup of Starbucks coffee than they would at other coffee shops.
They also created an atmosphere that set them worlds apart from other coffee outlets such
as Dunkin’ Donuts. Their atmosphere is one where people can kick back and relax before or
after a hard day of work. It’s also a place where they can meet with clients and prospects.
Customers enjoy the environment and stay longer and buy more because of it.
Starbucks also set themselves apart through their customer service efforts. They are fully
committed to customer satisfaction from entering the store, to the taste and experience of
the coffee, to the cleanliness and warmth of the atmosphere. They have proven that people
will pay more for this type of experience.
They have done an incredible job at brand marketing, allowing them to rely heavily on
word-of-mouth advertising alone. By focusing on the highest quality in their products and
service, they have been able to let that guide people to spread the word for them.
Starbucks is very innovative in their planning and strategies. For example, they are known
for adding creative new coffee flavors and food items to their menu, and they were one of
the first companies to add Wi-Fi capabilities in their stores.
Starbucks also inspires interaction with their customers by encouraging them to write
about their experiences on their website, where they personally join in on the discussions
that are posted.
have spread virally to huge success, and it is an example that many companies can learn
and grow from. They use two mission statements, one for their company overall and one
for their environmental role:
Starbucks Coffee Mission: “To inspire and nurture the human spirit – one
person, one cup, and one neighborhood at a time.”
Starbucks Environmental Mission Statement: “Starbucks is committed to a
role of environmental leadership in all facets of our business.”
Starbucks is notorious for the “Perfect Cup of Coffee.” Their attention to the details of
quality in their coffee has set them apart to the extent that people are willing to pay two to
three times as much for a cup of Starbucks coffee than they would at other coffee shops.
They also created an atmosphere that set them worlds apart from other coffee outlets such
as Dunkin’ Donuts. Their atmosphere is one where people can kick back and relax before or
after a hard day of work. It’s also a place where they can meet with clients and prospects.
Customers enjoy the environment and stay longer and buy more because of it.
Starbucks also set themselves apart through their customer service efforts. They are fully
committed to customer satisfaction from entering the store, to the taste and experience of
the coffee, to the cleanliness and warmth of the atmosphere. They have proven that people
will pay more for this type of experience.
They have done an incredible job at brand marketing, allowing them to rely heavily on
word-of-mouth advertising alone. By focusing on the highest quality in their products and
service, they have been able to let that guide people to spread the word for them.
Starbucks is very innovative in their planning and strategies. For example, they are known
for adding creative new coffee flavors and food items to their menu, and they were one of
the first companies to add Wi-Fi capabilities in their stores.
Starbucks also inspires interaction with their customers by encouraging them to write
about their experiences on their website, where they personally join in on the discussions
that are posted.
Next Page - Mission Statements
