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Review of Mission Statement and Vision Entry-level baristas at Starbucks get a full 24 hours training, which better prepares

them to stay calm and courteous in high-traffic situations. To keepimproving service, managers incentives are tied to the ratings they receive fromdisguised Starbucks quality assurance agents, who visit at least three times aquarter. In a 2009 Study by Business Weekly Starbucks ranked tenth in customer service, top in both the food and coffee industries. The study was based uponaggregated scores for each individual brand across the complete studies in J.D.Power's 2008 database. To supplement the brands in J.D. Power's database,3,000 BusinessWeek readers were surveyed and asked to nominate threecompanies they felt were best and three they felt were worst at providingcustomer service. More than 1,000 readers responded with 2,423 "votes" and1,850 "complaints." Finally, Both sets of date were combined, the people andprocess scores to establish the "Service Score. Starbucks received a B+ in boththe peoples grade and the process grade and 62% of respondents said theywould definitely recommend the brand to a friend. Judging by this information,Starbucks is meeting its customer service goals set forth in the missionstatement and the company vision.A highly emphasized goal of Starbucks is to maintain good relations withemployees and make it a pleasant place to work.Since Starbucks began with asingle store in 1971, its overriding philosophy has been this: "Leave no onebehind." With that in mind, new employees get 24 hours of in-store training,steeping them in information about coffee and how to meet, greet and servecustomers. Full health-care benefits (medical, dental, vision and alternativeservices) are offered to all employees, including part-timers who work at least240 hours per calendar quarter. As a result of such measures, Starbucksemployees have an 82 percent job-satisfaction rate, according to a HewittAssociates Starbucks Partner View Survey. This compares to a 50 percentsatisfaction rate for all employers and 74 percent for Hewitts "Best Place toWork" employers.The company also encourages community involvement by donating $10for each hour that an employee volunteers to a nonprofit or charitableorganization. Profits from sales of the companys logo-emblazoned "coffee gear"are channeled into clubs and services for employees, which include everythingfrom running groups and bowling leagues to quilting and book clubs. Employeescan donate an amount of their choice to a voluntary "CUP (Caring UnitesPartners) fund," which is used to provide grants to fellow employees who fall onhard times. And every year, as part of its Earthwatch program, the companyselects a few employees to travel to coffee-producing parts of the world, wherethey learn firsthand about environmental and conservation issues from thegrowers. Last year two were selected; this year five are going.In review, Starbucks is meeting all goals set forth in both the vision andmission statement, however, this brings forth the question of whether or not thattranslates into success/profit.

Starbucks Vision and Mission Statement Mission Statement : The mission of Starbucks is to establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow 1)Provide a great work environment and treat each other with respectand dignity.2)Embrace diversity as an essential component in the way we dobusiness.3)Apply the highest standards of excellence to the purchasing, roastingand fresh delivery of our coffee.4)Develop enthusiastically satisfied customers all of the time5)Contribute positively to our communities and our environment6)Recognize that profitability is essential to our future success. Vision: To inspire and nurture the human spirit one person, one cup and one neighborhood at a time.

Objectives: Our Coffee -It has always been, and will always be, about quality. Were passionate about ethically sourcing the finest coffee beans, roasting themwith great care, and improving the lives of people who grow them. Wecare deeply about all of this; our work is never done.

Our Partners -Were called partners, because its not just a job, its our passion. Together, we embrace diversity to create a place where each of us can be ourselves. We always treat each other with respect and dignity.And we hold each other to that standard. Our Customers When we are fully engaged, we connect with, laughwith, and uplift the lives of our customers even if just for a few moments.Sure, it starts with the promise of a perfectly made beverage, but our workgoes far beyond that. Its really about human connection. Our Stores When our customers feel this sense of belonging, our storesbecome a haven, a break from the worries outside, a place where you canmeet with friends. Its about enjoyment at the speed of life sometimesslow and savored, sometimes faster. Always full of humanity. Our Neighborhood

-Every store is part of a community, and we take our responsibility to be good neighbors seriously. We want to be invited inwherever we do business. We can be a force for positive action bringingtogether our partners, customers, and the community to contribute everyday. Now we see that our responsibility and our potential for good iseven larger. The world is looking to Starbucks to set the new standard, yetagain. We will lead. Our Shareholders -We know that as we deliver in each of these areas,we enjoy the kind of success that rewards our shareholders. We are fullyaccountable to get each of these elements right so that Starbucks andeveryone it touches can endure and thrive.

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