Starbucks Coffee’s Vision Statement & Mission Statement

Starbucks Coffee vision statement and mission statement case study and analysis
A Starbucks café in Tokyo. Starbucks Coffee’s vision statement and mission statement reflect the company’s culture and expansion plans for Starbucks cafés and merchandise. (Photo: Public Domain)

Starbucks Coffee’s mission statement and vision statement reflect the company’s emphasis on leadership in the coffeehouse industry. The firm’s mission statement serves as an indicator of what the company wants to do at the core of its business. On the other hand, Starbucks Coffee’s vision statement shows what the company wants to achieve in the future. In this regard, through the mission statement and vision statement, the firm guides the activities of employees, and shows customers what the business is capable of doing. In particular, the Starbucks Coffee mission statement shows customers the benefit that they can get from the company.

Established in 1971 in Seattle, Washington, Starbucks Coffee continues to follow its mission statement and vision statement to influence organizational performance and strategic direction. The current success and global industry leadership of Starbucks is a direct manifestation of its vision and mission statements.

Starbucks Coffee’s Vision Statement

Starbucks Coffee does not readily present its vision statement. However, a careful reading of the company’s website reveals that its vision statement is “to establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.” This vision statement has the following components relevant to Starbucks:

  1. Premier purveyance
  2. Finest coffee in the world
  3. Uncompromising principles
  4. Growth

Being a premier purveyor means that Starbucks Coffee wants to achieve leadership in providing its products, especially coffee of the best quality. Starbucks has already achieved the premier purveyance component of its vision statement because it is now the largest coffee and coffeehouse company in the world. However, it is not yet clear if Starbucks effectively addresses the finest coffee in the world component of its vision statement. Analysts and critics point out that coffee from McDonald’s or Dunkin Donuts may be better than Starbucks coffee in some aspects. Nonetheless, Starbucks Coffee addresses the uncompromising principles component of its vision statement. These principles include ethical conduct and a warm culture. Starbucks maintains these principles, especially after Howard Schultz resumed his role as CEO in 2008. Also, the firm satisfies the growth component of its vision statement, as manifested in the continuing global expansion of the business through new Starbucks cafés. Starbucks Coffee now has more than 22,500 locations around the world. Thus, the firm effectively addresses its vision statement.

Starbucks Coffee’s Mission Statement

Starbucks Coffee’s website states that the company’s mission statement is “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” This mission statement reflects what Starbucks does to keep its business running. Such mission statement has the following key components relevant to Starbucks:

  1. Inspire and nurture the human spirit
  2. One person, one cup and one neighbor at a time

Starbucks Coffee inspires and nurtures the human spirit starting with its employees. To address this component of its mission statement, the company maintains a small company culture, where rapport and warmth are important. This component of Starbucks Coffee’s mission statement also pertains to customers’ experience. The company extends its warm and small company culture to its customers. At Starbucks, employees’ and customers’ first names are used. Also, the design of Starbucks cafés has a warm and cozy feel. These approaches inspire and nurture meaningful and warm relationships. Starbucks Coffee’s mission statement also indicates a personal and gradual approach. The one person, one cup and one neighbor at a time component of the mission statement shows that the firm ensures meaningful impact on every employee and customer. This part of the mission statement also means that Starbucks Coffee plans to continually and gradually grow the business, one place or neighborhood at a time.

Recommendations for Starbucks Coffee’s Mission & Vision Statements

Starbucks Coffee’s vision statement is effectively addressed in terms of its different components. However, there is concern about satisfying the finest coffee in the world component of this vision statement. While Starbucks has one of the finest coffees in the world, the company must continue evolving to improve its products. The main aim in addressing this component of the vision statement is to keep Starbucks Coffee ahead of the competition in terms of coffee quality. Moreover, the company should change its vision statement to reflect the growing array of products it now offers, such as Starbucks merchandise sold at grocery stores.

Starbucks Coffee’s mission statement is also properly addressed. The company manages to keep its warm and small company culture and ambiance. Also, Starbucks Coffee now has a loyal following, which represents the firm’s effectiveness in the inspire and nurture the human spirit aspect of its mission statement. However, the company’s mission statement is simplistic. It does not present approaches that Starbucks Coffee uses in its business. Theoretically, a mission statement should provide information about approaches, strategies or plans. Thus, Starbucks Coffee can improve its mission statement by adding more details to show how the company inspires and nurtures the human spirit.

  • Bartkus, B., Glassman, M., & McAfee, B. (2006). Mission statement quality and financial performance. European Management Journal,24(1), 86-94.
  • Kirkpatrick, S. A., Wofford, J. C., & Baum, J. R. (2002). Measuring motive imagery contained in the vision statement. The Leadership Quarterly13(2), 139-150.
  • Koehn, N. F. (2002). Howard Schultz and Starbucks Coffee Company. Harvard Business School.
  • Long, C., & Vickers-Koch, M. (1994). Creating a vision statement that is shared and works. The Journal for Quality and Participation17(3), 74.
  • Lucas, J. R. (1998). Anatomy of a vision statement. Management Review, 87(2), 22.
  • McGinn, D., & Crowley, S. (2010). Vision Statement: Tired of PowerPoint? Try This Instead. Harvard Business Review, 09.
  • Payne, J. S., Blackbourn, J. M., Hamilton, L. E., & Cox, D. W. (1994). Make a vision statement work for you. The Journal for Quality and Participation17(7), 52.
  • Rion-Gaboury, J. (2005). From Words to Action: A Vision Statement Can Do More than Light a Path. Leadership34(5), 14.
  • Starbucks Coffee Company (2015). Company Information – Starbucks Coffee Company.
  • Starbucks Coffee Company (2015). Mission Statement – Starbucks Coffee Company.
  • Swales, J. M., & Rogers, P. S. (1995). Discourse and the projection of corporate culture: The mission statement. Discourse & Society6(2), 223-242.
  • Williams, L. S. (2008). The mission statement A corporate reporting tool with a past, present, and future. Journal of Business Communication45(2), 94-119.

This article may not be reproduced, distributed, or mirrored without written permission from Panmore Institute and its author/s. Copyright by Panmore Institute - All rights reserved. Small parts of this article may be quoted or paraphrased for research purposes, as long as the article is properly cited and referenced together with its URL/link.