Chairman of Starbucks Howard Schultz

¶ … Chairman of Starbucks Howard Schultz has undertaken a mission to accomplish the planned and expected endeavors of the company, and has intended to undertake comprehensive strategy aimed at the development of the all features relevant to the company. The company has tried to increase its target of sales level, and for this purpose the areas of marketing and customer services have been explored and improved. The company has tried to facilitate the customers in the best possible option, and for that purpose different items including confections have been introduced. The quality of the brand and services offered by the company have improved, but the company has tried to personify the introduced products in such sophisticated manner, so as to attract the focus and interest of the customers; 'topped with whipped cream and a dusting of toffee sprinkles, Starbucks' version of this traditional delicacy is a luxurious tasty treat' (Burt, 2007) is one of the notations associated with the particular product.

Discussion: Mission Statements and Implementations

The Starbucks has been successful in offering convincing experience which has enthralled and delighted the customers, the company instead of coming up to the expectations of the customers, has further enhanced the level of their taste through magnificent offerings. The chairman of the Starbucks has agreed and stressed upon the effectiveness of such strategy, 'the one common thread to the success of these stories and the company is that they have to be true and they have to be authentic' (Burt, 2007). As per the current record of the sales, and future prediction of the sales on the basis of current trend are encouraging, by the end of 2012 the sales of the Schultz will be three times higher and will reach the mark of twenty three billion U.S. dollars. The company has revealed a comprehensive plan aimed at the expansion of units, more than forty thousand stores are expected to be launched in the coming few years.

Keeping in view the mission statement of the company, which aims at the establishment of the 'Starbucks as the premier purveyor of the finest coffee in the world while maintaining the uncompromising principles during growth' (Official Website), the mission statement is in lieu with the planned and present activities of the company, and by the end of next five years, the company is expected to achieve the glory highlighted in the statement. The company has decided to create a healthy work environment, which is expected to develop positive consequences on the performance of the company. The importance of the healthy environment in the company can never be underestimated, therefore the company endeavor to offer satisfaction to its employees which will subsequently be transmitted to the customers. The content of the employees is based upon financial results and profitability of the company, and the conducive environment it offers, the company has tried to ensure that it complies by these agenda so that the transmission of satisfaction, comfort and pleasure is smooth, and the positive results through customer feedback is achieved. The administration of the company has requested its employees to redouble their efforts, and at parallel has tried to achieve the status of the small entrepreneurial company. The company has given considerable focus towards its team members, and every employee has been encouraged to contribute and invest their efforts in best suitable manner, for that purpose the company launched employee-concentrated program titled Coffee Master, the objective of which was to communicate 'the subtleties of regional flavor' (Burt, 2007), which is in agreement with the diversity theme of the company. The company has established their stature as diversified group, and 'embrace diversity as an essential component in the way business is conducted, and provides a great work environment and treat each other with respect and dignity' (Burt, 2007).

The company has also focused upon the application of the 'highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee', and all such statements are not merely objective, but are authentic and their sources have been revealed and verified to the customers through different techniques including posters and advertisement. The differences and the notion of the pluralism has been reflected and appreciated, therefore 'Starbucks has made a business out of human connections, community involvement and the celebration of cultures' (Official Website), the interpretation of diversity has been promoted and followed in true spirit.