Is Starbucks Mission Aligned with its Strategies? Strategic Management Process/Vision, Goals, Objectives

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Executive Summary

Starbucks ' mission is to inspire and nurture the human spirit - one person , one cup , and one neighborhood at a time . In the implementation of this mission , it tried to reach out to a broader clientele by opening new stores and introducing new products . In the process , the Starbucks brand value decreased and it lost its appeal to its customers . The reason for this is that Starbucks deviated from its mission statement

Introduction

The father of modern corporate management

, Peter Drucker , once said that a business is not defined by its name , statutes , or articles of incorporation . It is defined by the business mission . Only a clear definition of the mission and purpose of the organization makes possible clear and realistic business objectives (Ireland Hitt , 1992 ,

.1 In very simple language , Drucker emphasized the importance of mission statement which is not simply a proclamation of the corporate goals and objectives . The mission statement serves also to motivate , inspire lead and give direction to the company . In simple sense , it is the soul of every business organization . Similar to a living being who cannot exist without his soul , no business organization may exist without a mission statement . Strategies , on the other hand , must be aligned to the company 's mission statement . Every company must strive so that they are able to position themselves differently from their competitors without going against its mission statement (James Surowiecki , 1999 br

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This essay seeks to analyze...