In order to conclude we can say that, Starbucks since its start focused on knowledge of coffee making and devoted its efforts in providing the customers with valuable experience of visiting Starbucks. On the other hand Starbucks focused on expansion of coffee stores throughout the country and their core competence was providing customers with a home experience away from home.

Core Competence

Core competence of Starbucks Corporation is in depth knowledge of coffee making in particular and coffee industry in general. The company made it different from other coffee stores by providing customers coffee without any addition of chemicals.

Mission statement/Key Stakeholders

In 1990 the management of Starbucks realized the importance of mission statement and realized that it can serve as a tool for communication with stakeholders (employees, customers, investors). The mission review system was introduced to make it sure that Starbucks is aligned with the mission statement.

Our mission: “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time”. The mission of Starbucks revolves around six principles; establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow (Starbucks, 2011). The following six principles will help us in developing our understanding of the mission of Starbucks,

Providing an environment of work where there is a trust and respect among the employees

Incorporation of diversity as a core business activity

Applying the highest standards of quality in purchasing, roasting and delivering our coffee

Developing enthusiasism among the customers all the time

Positive contribution to the communities and environment we are working in

Recognizing profitability as an essential component of growth in the future

The industry and the competitors

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