TUI University
Strategic Management Process/Vision, Goals, Objectives
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Module 1, Case Assignment
December 09, 2008
Starbucks is a large multinational chain of coffee shops with corporate headquarters in Seattle, Washington. Besides coffee it also serves other drinks, both hot and cold, and pastries. The company has 130,000 employees worldwide at 11,377 stores in 37 countries and plans to grow to 30,000 stores globally. It has about 80 corporate stores in Michigan. Starbucks is opening stores at a rate of five a day and saw its sales rise 20% last year to $6.4 billion. Profits rose nearly 8% to $494 million last year (2005) (www.en.wikipedia.org)
According to the website of Star Bucks the mission of the organization
“Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.”
• Analyze Starbucks' mission statement as well as their goals and objectives
As per the web site: The following six guiding principles will help us measure the appropriateness of our decisions:
• 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.
• Starbucks is committed to a role of environmental leadership in all facets of our business.
We fulfill this mission by a commitment to:
• Understanding of environmental issues and sharing informa ...