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Essay / Research Paper Abstract
A 5 page paper discussing Starbucks' new (2009) mission statement and assessing how it aligns with strategic choices. Even though Starbucks' mission statement appears on first glance to be rather vague, it lends itself well to company goals for the future. Starbucks' mission statement is meaningful and valuable. It avoids grandiosity, and it is not restrictive aside from keeping the company on the path it has set for itself. Bibliography lists 7 sources.
Page Count:
5 pages (~225 words per page)
File: CC6_KSstarMiss.rtf
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Unformatted sample text from the term paper:
statements read along the lines of, "To be the best in our industry..." and "To lead our industry..." Some may as well read, "To be the best company ever"
for as much guidance as they give the company in conducting its business. This is not the form that the mission statements of either AOL or Chevron take, and
it is not the form that Starbucks Corporation has adopted for itself. Rather, Starbucks mission and strategic choices align quite well. Introduction
Based in Seattle, Starbucks Coffee is the leading specialty coffee retailer in America. Its presence is nearly ubiquitous in any area in which there is sufficient traffic to support
the location. It operates caf?s in malls, airports, office buildings, university libraries and hotels; customers can expect to find Starbucks kiosks at hospitals, smaller office buildings and other places
lacking enough traffic to support a full caf?. Shoppers can find Starbucks coffee in grocery stores, and an alliance with Dreyers has placed coffee ice cream there as well.
An alliance with Pepsi resulted in placing a cold bottled Frappuccino(r) into grocery and convenience stores. Starbucks has been having much difficulty within the US, but only within
the US. It retains its strong growth in international markets, and recently the company and Kraft Foods announced they would be expanding distribution of Starbucks packaged coffee in France
and Germany (Starbucks and Kraft Foods Expand European Distribution of Packaged Starbucks Coffee to Consumers in France and Germany, 2009). Starbucks Mission Starbucks
recently changed its mission statement and the list of guiding principles. Rather than presenting its former mission statement calling for Starbucks to be the worlds premier provider of fine
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