23 Jun Is Starbucks Mission (vision, goals, object
Is Starbucks Mission (vision, goals, objectives) aligned with its strategies? In other words, can Starbucks continue its growth as a multi-billion dollar company, and yet maintain its entrepreneurial character?
Case Instructions:
Visit the Starbucks website, identify Starbucks mission statement, and analyze it.
Then read the following two articles about Starbucks, as well as conduct additional research. When you visit the Starbucks website, be sure to review the most recent Annual Reports under the “About Us/Investor Relations” sections of the site (these reports are important – they are essentially a companys self-analyses).
Analyze Starbucks mission statement, as well as the companys goals and objectives.
Identify and analyze Starbucks main stakeholders, and whether the company mission meets stakeholders goals.
Analyze how Starbucks strategies meet its mission, vision, and objectives.
Write a five page paper, answering the question above!
Required Articles:
Helm, B. (2007). Saving Starbucks Soul: Chairman Howard Schultz is on a mission to take the company back to its roots! Oh, yeah– he also wants to triple sales in five years. Business Week. New York: April 09, 2007, Issue 4029, p. 56
Rae, J. (2006), The Importance of Great Customer Experiences. Business Week. New York: November 27, 2006. Issue 4011, page 32
Helpful Hints
Business school case assignments are meant to offer practice opportunities for future business people, such as you, who are earning their MBA degrees. Therefore, case assignments should not be descriptive. Consider yourself a consultant hired to make these assessments.
There are no right or wrong answer to the Case question, as long as it is well-supported and argued.
Study in-depth Background Materials and identify main strategy concepts.
Recognize the concepts of mission/vision/goals, stakeholders, as well as the strategic process.
Apply strategy concepts to facts in the Case and your own research (such as the companys website, etc.). Be sure you have the most current information!
Analyze the mission statement. Be very critical and do not let yourself be influenced by a companys statements. Analyze the mission against the organizations actual strategies.
Analyze how the company meets its major stakeholders goals.
Identify and appraise some of the strategic choices Starbucks has made (e.g., product differentiation, R&D, operations)
Compare their strategic choices to the mission
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