Starbucks website lists some of the principles it values:
“Our Coffee – It always been, and will always be, about quality.”
“Our Customers – When we are fully engaged, we connect with, laugh with, and uplift the lives of our customers”
Starbucks has a simple and to the point mission statement. As stated by Keller & Kotler, “good mission statements should have five major characteristics” (2012, pg.39)
“5. They are short, memorable, and meaningful as possible.” (2012, pg.39)
I think Starbucks has done this in their mission statement. Starbucks has become a well known global entity. This has been achieved by a well recognized product that relies on its quality and unique marketing strategies. Customers can always be expected to be met with enthusiastic employees, happy to serve, and focused on the needs presented by their customers. Employees are well trained and have a vast amount of knowledge about all the products offered by their company. They strive to provide an excellent product and, as proven by their tremendous success, few customers leave the store with any dissatisfaction. It is apparent that the values and mission statement projected by the company are having great success in creating a strong cultural behavior.
“A mission statement doesn’t have to be strenuous and complicated to read and understand it’s meaning, and doesn’t have to be direct and or completely specific to what the company does.“ (http://princesimon.wordpress.com, 2008) This statement clearly describes Starbucks mission statement. Starbucks mission statement has no mention of its number one product – Coffee. A good mission statement focuses on the goals, policies and values of the company.
I think Starbucks has done a good job with its mission statement setting a clear idea of what the business is doing at the moment and plans to do in the future. Obviously Starbucks is doing something right with over 20,000 locations in the world.
References : www.starbucks.com/about-us/company -information/mission-statement
It seems that the Iridium phone failed due to the time period that the product was introduced to the world. After reading the press release, which was released in 1990, a product that offers cellular service in any part of the world. “Callers could access anyone, at any time, and those with Iridium phones could also be accessed at any time.”