Brewing Excellence-The Case Of Starbucks Corporation

How does Starbucks deliver good experience to customers?

The company objective is to establish Starbucks as the most recognized and respected brand in the world. Their goal is to deliver the best service to their customers and also to deliver the best taste of the coffee. They are purchasing and roasting high quality whole bean coffee. They have variety of brand names which are widely known throughout the world and they are not only sold in their retail shops but also in the supermarkets. In their retail stores you can taste more than 30 types of different coffees, but you can also find “Tazo” tea, Starbucks ice cream, food, sweets, and many other things which make their stores a pleasant environment. Furthermore they are trying to introduce new products and develop new distribution channels in order to achieve their objectives. There are many interesting services offered by Starbucks to thei

Starbucks mission statement is “Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow”. According to our opinion this mission statement should be considered as narrow because does not include all the areas of business in which Starbucks is involved. They omit very important issue in their mission statement which is their customers and services they offer. According to many books and bibliographies the most important thing when you are making a strategy is customers’ satisfaction or the companies nowadays should be customer oriented. For instance they does not include services they give as retail store operator and also their area of business is not only coffee but also ice cream, tea, food, and etc. According to our opinion they should include the service they provide for their customers like wireless internet connection in their stores, their office beverage service, their Starbucks card, and many other area of interest which they involve in their business. On the other hand, after searching their web site we found one more mission statement which concerns environmental issues. Their environmental mission statement as they called it is: “Starbucks is committed to a role of environmental leadership in all facets of our business”. Likewise, this statement should be considered as broad one, because it includes the word environment which is a broad area. After reading this statement we do not know on what kind of environment they meant. So they can say for instance that they are trying to sell environmental friendly product or so.

r customers but we would like to mention only few which make them different from other retail stores. For instance the Starbucks Corporation has introduced “The Starbucks Card” which gives the ability to their customers to use the card as a form of a currency. With the introduction of this card they are improving their customer service; they shorten the lines in stores, and make a person’s d

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