Starbucks: Project Case Study

Coffeehouse chain Starbucks’ mission, vision, values, competition, products and services, USP to customers.

About Starbucks

Established in 1971, Starbucks today is one of the most well known coffeehouse brands in the world. The first store used to sell roasted coffee beans, teas and spices. In 1980’s the brown aprons of the employees was changed to the trademark green that is in use even today. Starbucks grew successfully and opened more stores in many states in America and in various other countries.

Mission, Vision, Values

Vision is the method in which an organization is focused on the future and shows where the business would like to be in future. It is the target goal in which employees work to satisfy the long term aspirations of where the business wants to stand amongst its competitors. The corporate vision of Starbucks is to “establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow”.

The components in the vision statement established by Starbucks are: Premier purveyor status, Finest coffee in the world, Uncompromising principles, Growth.

Mission of Starbucks

Mission is an organization’s distinctive capabilities in comparison to its rivals. It also highlights the values and customer satisfaction of an organization. The corporate mission of Starbucks is “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”

This saying shows that Starbucks need to showcase warmth and ambience to all customers and employees and to make sure that each customer and employee will be casted with a positive light during their coffee journey.

Values of Starbucks

• To create an ambience of belonging to customers with all backgrounds.
• To be present and engage in all matters with dignity and respect.
• To show bravery and create new trending methods to improve the organization as well ourselves.
• Holding ourselves responsible for all results (Culture and Values: Starbucks Coffee Company, 2022).

Target Market of Starbucks

Target Market is the group of people in which your business objective is aimed at and all products and services established will cater to them.

Starbucks is an organization which mainly sells coffee and baked goods which everybody regardless of age and gender is bound to enjoy. The main customers of Starbucks tend to be consumers in the age group 20–60 years who are office employees, students and individuals with high socioeconomic status.

Since, most Starbucks outlets are located at premium locations, the target market attracts luxury shoppers as well as employees who work in the vicinity.

Competitors of Starbucks

Competition is the rivalry among two or more businesses that sell the same products and services. The main competitors of all Starbucks located in Dubai are: Mc Donald’s, Dunkin Donuts, Costa Coffee, Cafe Coffee Day.

Range of Products

Starbucks sells a wide range of coffees – Cafe Latte, Iced Cafe Latte, Cold Brew, Strawberry Açaí Lemonade. It also sells snacks such as Sandwiches, Croissants, Cookies, Cake, Doughnuts.

Customers’ Needs

Starbucks offer a wide range of products and services taking into account the needs of its target customers.

• They create new flavors and introduce new meal menus as suggested by its loyal customers.
• They invest in hygiene and branded merchandise such as cold cups, mugs, and printed shopping bags.
• They provide incentives such as Starbucks loyalty program in which rewards can be enjoyed by loyal and regular customers. They also offer Starbucks Rewards Visa Card. They provide Birthday and Anniversary gift cards to all Starbucks rewards program customers. They provide Birthday and Anniversary gift cards to all Starbucks rewards program customers.

Some Starbucks outlets however are located in busy areas attracting large crowds including shoppers and office employees. During peak hours, Starbucks must ensure its service and product standards are maintained else it could lead to customer dissatisfaction of the Starbucks experience.

So Starbucks employees must ensure:

• Food and drinks are served on time.
• The food and beverages must taste good, as usual.
• Hygiene standards must be maintained in the outlet.

Conclusions and Recommendations

Starbucks is one of the biggest coffeehouse chains in the world and caters to consumers of all ages, mainly office workers and affluent youngsters. Over the years competition from other strong brands such as Mc Donald’s, Dunkin Donuts has increased; these competitors directly compete with Starbucks.

While doing research, it was observed that some Starbucks locations have received bad reviews. Starbucks must fix these issues to retain customers, to strengthen its brand name and to achieve their vision and mission.

Starbucks must maintain its high quality standards in products and service. It must continue to add more meals, including options for health conscious consumers. Starbucks must employ more part time workers in busy locations during peak times to maintain service standards.