Starbucks is an American corporation that serves coffee and deals with coffeehouse chain. The company was founded in 1971 in Seattle, Washington. The company has expanded over the years and now operates in about 27,339 locations all over the world (Starbucks 2018). Starbucks has distinguished itself from other coffee companies with its focus on taste, quality and good customer experience. Starbucks has a superb customer experience and relationship. This has helped the organization in building a strong brand name and creating a brand equity that has brought it its competitive advantage in the coffee industry.
Starbucks serves cold and hot drinks that include whole-bean coffee, microground instant coffee known as VIA, …show more content…
Starbucks is doing this by providing a serene environment for its customer to meet, chat and relax (Plog, 2005). This will help them foster a great relationships and avenue to create unity in the neighborhood.
Our coffee: ‘Has always been, and will always be, about quality.’
Our partners: ‘We believe in treating our partners with respect and dignity. We are proud to offer two landmark programs for our partners: comprehensive health coverage for eligible full- and part-time partners and equity in the company through Bean Stock.’ (Starbucks, 2018).
Our customers: ‘We work far beyond fine coffee. ‘It is really about human connection.’
Our Stores: ‘Our store provides a neighborhood gathering place for meeting friends and family, providing quality service in an inviting environment and exceptional …show more content…
We are always looking for innovative ways to surprise and delight our customers.’ This vision depict that the company is not just concerned about providing the best cup of coffee to the customers but to provide a serene environment for connection and discovery (Starbucks, 2018). This is why the company is called the third place. The customers want a place out of their homes and offices that will provide an avenue to discover, meet, and enjoy themselves over a cup of coffee. This is an indication that the company is customer-centric in its strategic formulation and operations.
Goals of Starbucks Starbucks desire to stay ahead of competition and maintain its leadership position in the coffee industry has achieved through the goals that has been set by the management. All strategic plans align with the goals of the company so that the overall interest of the company is protected. The following are the goals that Starbucks has set aside to base its strategic formulation