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Starbucks’ Vision, Mission, and Strategy

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Starbucks’ Vision, Mission, and Strategy

Vision and mission are two related terms yet so different in their definitions. The first term, vision, refers to future achievement and perception of the company while purpose defines the current activities undertaken by the respective company that drives it towards achieving the long term goals. Starbucks is a renowned United States coffeehouse company whose vision is to establish itself as a premier purveyor of the most excellent coffee in the world while maintaining their uncompromising principles during their growth. Its mission is to nurture and inspire the spirit of human beings through the provision of a single cup of coffee to every single person, one neighborhood at a time.

To aid in achieving its mission and vision, Starbucks has an elaborate strategy for recruiting, empowering, and retaining its employees. The company believes that hiring for purpose is for the global good and its growth. Through purposeful recruitment, Starbucks hopes to make the world a better place, not just by words but by letting its actions to speak. In fact, the company has, for the past six years, been paying college fees for its employees to upgrade their skills and education.

The company launched the “College Achievement Plan” in 2014 as a strategy to help some of its employees to pursue higher education from Arizona State University. Through the approach, every Starbucks employee without a bachelor is encouraged to get the certificate under the management and the facilitation of the company. By enhancing the skills of its employees through training and education, the company significantly impacts the life and wellbeing of human beings. Well-trained employees imply the provision of quality services by the company, which nurtures and inspires the spirit of human beings

 

References

Argenti, P. A. (2004). Collaborating with activists: How Starbucks works with NGOs. California management review47(1), 91-116.

Goss, M. J. S. (2015). Building opportunities for College Completion in the US: The Arizona State University and Starbucks Partnership. Age26, 1.

Lemus, E., von Feigenblatt, O. F., Orta, M., & Rivero, O. (2015). Starbucks Corporation: Leading Innovation in the 21st Century. Journal of Alternative Perspectives in the Social Sciences7(1), 23-38.

Vision, S. C. S. C. Starbucks Coffee’s Mission Statement & Vision Statement (An Analysis).

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