Starbucks Coffee Company

Introduction

Starbucks Coffee Company established in 1971when it was a roaster and retailer of whole bean and ground coffee, tea and spices with a single store in Seattle's Pike Place Market.

currently, Starbucks Coffee Company is the world's No1 specialty coffee retailer had over 11000 stores in 36 countries of the world and employed over 10000 people , every week over 40 million customer visited Starbucks coffeehouses. The company had over 7600 retail location in the united State, which was its home country and its biggest market .after phenomenal success in the United States, Starbucks entered one country after another and popularized its specialty coffee worldwide.

Vision

As stated on the website(starbuck.com), the company's vision is to 'establish Starbucks as the most recognized and respected brand in the world.' to approach this goal Starbucks only uses the finest coffee beans when brewing its variety of blends and therefore wants to be looked at with the respect of a company that uses and provides the best. So, the company desires a top of the mind recognition. Starbucks not only wants consumers to remember who it is, but think about Starbucks first, having a shining image.

Mission

"To inspire and nurture the human spirit - One person, One cup, and One Neighborhood at a time." None of this success would have been possible without a set of goals that the company aimed to achieve and a set of principles, which governed the decision making process.

Starbucks has a clear set of guidelines which has to be followed and uses these as a direction tool for the future of the business. Traditionally, the guidelines would more appropriately be connected to the vision; however the company has set them with the mission statement.

The six principles of Starbucks are stated as (starbucks.com):

* Provide a great work environment and treat each other with respect and dignity.

* Embrace diversity as an essential component in the way we do business.

* Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee.

* Develop enthusiastically satisfied customers all of the time.

* Contribute positively to our communities and our environment.

* Recognize that profitability is essential to our future success.

Application of these principles can be used as a guideline for all employees from managers to workers to aim to achieve the company's goals, while maintaining a certain type of standard. This mission statement along with the set of guidelines provides a focus for employees as