Starbucks Mission Statement

Starbucks (SBUX) first started in 1971 as a roaster and retailer of whole bean and ground coffee, tea and spices in a single store in Seattle’s Pike Place Market. Today, they have expanded to more than 23,000 retail stores in 68 countries. Starbucks is named after the First Mate in Herman Melville’s “Moby Dick.” The sea featuring a twin-tailed siren from Greek mythology also inspires the company’s logo. Their mission statement is: “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time”. The company’s goal is for all of their coffee to be grown under the highest standards of quality, using ethical sourcing practices. Their coffee buyers personally travel to coffee farms in Latin America, Africa and Asia …show more content…
According to “An Industry and Company Analysis,” Starbucks represents the following product categories. It is in the fast food industry because it is fast and convenient for consumers who need a quick drink or small snack on the go. Many competitors such as McDonalds in this industry control much of the market share. According to “An Industry and Company Analysis” of Starbucks, it only has a six percent market share compared with other industries. With the segments and products of the fast food industry, Starbucks in the snack and non-alcoholic beverage category and commands 13% of this market. Starbucks is secondly in the coffee and snack industry because of its nonalcoholic beverages and specialty snack. According to “An Industry and Company Analysis” Starbucks has control over 32% of this industry. Starbucks is represented in the specialty coffee industry. This specific industry can be broken into three sections; global, regional and local. Globally includes Starbucks, Nestle, Dunkin Donuts and McCafe. Regionally includes Green Mountain Coffee, Peet’s Coffee & Tea and Caribou Coffee. Locally includes the Oak House, Acorn and Irazu