An 11 page paper providing Starbucks' two mission statements (one for business and one for environmental concerns); history of the company; a SWOT analysis; a cash flow analysis; an industry overview; and a review of Starbucks' strategic plan. Bibliography lists 7 sources.
Name of Research Paper File: CC6_KSstarbucks11k.rtf
Unformatted Sample Text from the Research Paper:
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. The company continues to grow and in
early 2006 had more than 11,000 locations and over 20,000 alliance partners. Starbucks Mission Starbucks mission statement is concise yet provides a "plumb
line" against which to measure decisions. The statement reads, Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we
grow (Starbucks Mission Statement, 2006). Starbucks follows this brief statement with a list of six guiding principles defining the broad issues most important
to the organization. These principles address positive work environment; diversity; excellence; satisfied customers; social responsibility; and profitability (Starbucks Mission Statement, 2006). The
company also claims a second mission focusing on the environment. It is, "Starbucks is committed to a role of environmental leadership in all facets of our business" (Starbucks Mission
Statement, 2006). This mission statement is supported by seven points by which the company intends to carry out its environmental mission. Company History