Starbucks' Mission (vision, goals, objectives) aligned with its Essay

Starbucks' Mission (vision, goals, objectives) aligned with its strategies - Essay Example Manifestation of Starbucks’ mission is through its six (6) major principles. According to the Starbucks Coffee Official Website, these principles are the: equality of work environment, business diversity, application of high-standard excellence, focus on consumers’ satisfaction, environmental and communal contributions, and profitability recognition. In addition, through these ways of measuring appropriateness of decisions, Starbucks envisions itself as the â€Å"most recognized and respected brand in the world,† (Starbucks Coffee Website). As in every corporation, especially those who are present globally like Starbucks Coffee, marketing strategies are developed and implemented. Specifically, it developed marketing opportunities and applied efficient marketing strategies to gain profit and be recognized. All marketing strategies should be related to the company’s mission and vision; and this study aims to analyze whether Starbucks strategies are aligned with its goals. First manifestation of Starbucks’ mission is its equality of work environment (Starbucks Coffee Website). That means that every human resource should be treated with respect and dignity. Indeed, human resources, especially in a coffee corporation like Starbucks are very important. Starbucks, having recognized this and embraced it into their mission, highly prioritizes their people, their baristas. They value their employees because they know that they contribute and play a major role in company growth. The employees are the ones who serve the customers (Catching the Starbucks†¦, 2002). It is the employees who the customers see, not the CEO or president of the company. In relation to this, Starbucks train their employees both in product expertise and customer service. And thus, more competent hired employees are more knowledgeable of the product, and they can serve customers well for the success of the company.