Corporate Communication - Starbucks

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Corporate Communication - Starbucks

Corporate Communication - Starbucks


Starbucks was opened in 1971 in Seattle. Starbucks started the business by selling roasted coffee beans, and various accessories for brewing and roasting the coffee. In 1971, the company was owned by Jerry Baldwin, Zev Siegel, and Gordon Bowker. However, in 1982, an entrepreneur Howard Shultz joined the firm. Inspired by the Italian coffee culture, Shultz decided to replicate the culture in the United States.

Starbucks have a privilege to be connected with millions of customers around the globe who came to Starbucks for its premium quality coffee. Its product range includes; coffee, handcrafted beverages, merchandise (including equipments for coffee and tea brewing), freshly baked food (sandwiches, pastries, fruit cups, etc.). Products other than these are available only in Starbucks selected countries. Its brand portfolio includes, Starbucks Coffee, Tazo Tea, Seattle's Best Coffee and Torrefazione Italia Coffee. Starbucks mission is:

“To inspire and nurture the human spirit - one person, one cup and one neighbourhood at a time.”

Starbucks Coffee Vision Statement

Howard Schultz had a strategy and a vision for the company that established it's as one of the major corporate success stories of the late 20th century. The vision of founder Howard Schultz was inspired by Italian coffee bars/beverage retailer. The vision statement of Starbucks is as follows:

“Share great coffee with our friends and help make the world a little better”.

Starbucks Coffee Mission Statement

The mission statement of Starbucks is as follows:

"To inspire and nurture the human spirit - one person, one cup, and one neighborhood at a time."

In order to accomplish its mission, Starbucks has made different principles that direct all the activities of its employees.

Social Responsibility

Corporate social responsibility is a concept in which the firms amalgamate its social, economic, environmental, and economic activities. In the corporate social responsibility, the firms interact with their stakeholder on a voluntary basis. In CSR, the companies involve in different activities for solving the social problems existed in the local environment. Few companies around the world have understood well the concept of CSR as Starbucks. This might be because it has been practiced for years before he had his boom a decade ago. At Starbucks you can not teach the value chain, ecology, much less community involvement, it is in their DNA. Your CSR was not imposed, it was not a result of seeing what worked and then had to be done. No, is the modus operandi of the coffee chain because it has found its value proposition. Starbucks is one of the best examples of CSR across social media, through its My Starbucks Idea spectacular initiative which have given the brand power of the community and through which, the consumers have sent more than 6.000 ideas for further improvement of CSR in the chain. This is true co-creation of value, as he called the newly ido Prahalad .

Starbucks always remain one hand forward in adopting plans which will benefit the communities and environment of not only its country of origin, but, also in those countries where its stores are located. Starbucks ™ Shared Planet ™ is their commitment ...
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