Starbucks Mission and Vision Statement Analysis

Examine the mission and vision statements of Starbucks to get a good grasp of how the company's strategies in maintaining leadership in the industry.
Starbucks Mission and Vision Statement Analysis


Every individual has their role models where they take inspiration from. This is similar to some companies and organizations that take inspiration from successful firms in formulating mission and vision statements. Your company has distinct objectives and goals; hence, mission and vision statements might vary among organizations, but it will not hurt if your company explores an established company's mission and vision. This can give an idea of how they treat and approach each essential element in a business.

Starbucks' vision, mission, and core values present the firm's emphasis on its leadership in the coffeehouse market and the coffee industry as a whole.

An organization's mission statement indicates how the company does for its target customers. Starbucks' mission statement emphasizes the philosophical purposes of the business. Meanwhile, a company's vision statement focuses on the company's strategic direction in terms of what the firm wants to achieve in the future. Starbucks' vision statement emphasizes leadership in the coffee industry. The way a company implements these corporate statements will determine the company's success in responding to the competitive environment. Strategic and accurate objectives allow a company to streamline its operations by following its mission statement and satisfying its vision statement.

Read along as this article will take you through the analysis of Starbucks' mission and vision statements, including the company's core values.

1. Starbucks Mission and Vision Statement Analysis Mind Map

As you map out Starbucks' mission, vision statements, and core values, it can be handy to summarize them instead of providing lengthy sentences and paragraphs. The following points can be used as references to create a mind map out these three categories.


  • Improving life
  • Exceeding customer expectations
  • Simplifying beverage services
  • Social responsibility


  • Premier purveyance
  • Finest coffee provider in the world
  • Uncompromising principles
  • Growth

Core Values

  • Teamwork
  • Integrity
  • Respect for culture
  • Perseverance

2. Mission Statement

From its website, Starbucks' mission is "to inspire and nurture the human spirit - one person, one cup, and one neighborhood at a time." This statement shows what the company does to keep running the business. Based on the statement, it is very evident that the brand gives utmost emphasis to its customers.

The firm knows that it must always start internally to inspire and nurture the human spirit. To enlighten this component of its mission statement, Starbucks promotes a small company culture, where warmth and rapport are essential among employees and other company members. As a result, the warmth and small company culture extend to its customers. An example of this is when employees and customers use first names to address each other inside Starbucks coffeehouses. Also, the stores are strategically designed to bring warmth and a cozy atmosphere. These strategies inspire and nurture valuable and warm relationships among customers and employees.

Another thing to consider on Starbucks' mission statement is it reflects a gradual and personal approach. The "one person, one cup, and one neighborhood at a time" aspect show that Starbucks ensures a valuable impact on all its employees and customers. It also aims to continuously grow its business, one neighborhood or place at a time.

Starbucks also promotes social responsibility by ensuring ethical sourcing, providing opportunities for people in various social and ethnic groups, nurturing a green supply chain, and strengthening community ties through civic engagements. With this, Starbucks aims to be socially responsible while maintaining its leading status in the coffee industry. It is essential to note that this company strives to serve its customers the best coffee while focusing on having a solid and optimistic impact on the community.

3. Vision Statement

Starbucks' vision statement says, "to establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow." Aiming to be the leading purveyor means achieving leadership in ensuring its coffee and other products are of the best qualities. To accomplish this aspect of its vision statement, Starbucks continues to expand and is one of the largest coffeehouses and coffee chains globally.

To address its "uncompromising principles" aspect, Starbucks aims at nurturing its principles, including the warm culture and ethical conduct. The company keeps this principle, especially during the leadership of former CEO Howard Schultz.

Starbucks nurtures its 'growth' element in the vision statement through the continuous global expansion of its chain by opening coffeehouses at new locations. The business effectively addresses its vision statement evident in its more than 30,000 international stores.

Looking at Starbucks' vision statement, one might notice that it is clear, concise, and inspiring, especially in achieving and maintaining the company's premier status in the industry. The company's focus on leadership serves as motivation to challenge the management and other members of Starbucks' human resources.

4. Core Values

The core values that Starbucks upholds include teamwork, integrity, respect for culture, and perseverance. These company's core values represent the codes of conduct that ensure the firm remains honest to the expectations of Starbucks' missions and vision statements.

The first element of its core values emphasizes Starbucks' values coordination with its stakeholders and clients in achieving the firm's growth. The importance of teamwork must also radiate not only to the higher-ups but also to its employees. After all, a company cannot function without employees having harmonious relationships.

Teamwork is closely related to the second element, which is integrity. This means that all business processes must be done in the right and ethical way, promoting the expectations of the third element, which is respect for culture. With its global presence catering to diverse cultures, it is proper that the firm recognizes the different cultural aspects in all its locations across the globe. The final element must be considered to realize the three core values fully. Starbucks believes that there must be perseverance to maintain its commands and remain stable in the competitive industry.

5. Key Takeaways

The company's journey from being a small service chain in Seattle to being the leading and favorite destination for customers worldwide accounts for the effective and smart mission and vision statements. Probably, the overall status and performance of Starbucks today reflect its mission statement emphasizing nurturing a reputation of being a coffee purveyor while being loyal to its growth principles.

Suppose you are a startup coffee chain; it can be intimidating to get inspiration from this global brand. However, seeing the outline above shows the straightforward and specific approaches of Starbucks, making it relatable even for startups. As you plan out your chart for your brand's mission, vision, and core values, you need to remember that you might take inspiration from Starbucks, but it is essential to consider what your goals are for your company primarily. After all, every company is different.

Also, you can adopt a modern process of mapping out your chart through a mind mapping tool. EdrawMind allows its users to navigate through a straightforward interface with complete tools for mind mapping. If this is new to you, there are various pre-built templates on Mission, Vision Statement Analysis that you can use. EdrawMind promotes convenience to its users as it allows you to edit your mind maps either through the browser or launch it through your desktop. The software also fosters collaboration among teams, so you can invite team members to help you in mind mapping.

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6. References

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