PART 1: Vision and Mission - Tài liệu tham khảo | Đại học Hoa Sen

PART 1: Vision and Mission 1.1. Mission
Mission Starbucks' mission is to "inspire and nurture the human spirit - one person, one coffee, and one
neighborhood at a time". For more than 4 decades, Starbucks has remained true to its mission that
Starbucks is not just a coffee shop but a place to gather friends, a unique experience location, and a
place to relax and work comfortably. It means Starbuck is the second sweet home for all people. That is
the reason why this mission has pushed Starbucks to grow more.
In addition, Starbucks also declares that they carry out its mission by committing to:
- Encourage all employees to participate in the project
- Understand environmental issues and communicate them to associates
- Develop flexible solutions to come up with a change strategy
- Strive to use environmentally friendly products. 1.2. Vision
The vision of Starbuck is ”To establish Starbucks as the premier purveyor of the finest coffee in the world
while maintaining our uncompromising principles while we grow”. In 1980, Starbucks had the vision to
grow into a national company beyond the Seattle area and was able to communicate its products and
services to customers through employees who understood Starbucks’ values. By 2010, Starbucks' vision
had changed to emphasize social responsibility and be the leader in the global coffee market. Starbucks
has always remained true to its values and at the same time, Starbucks has made changes to match the
current market and the results are more than expected with the goal of capturing the global market and the local market.
PART 2: EXTERNAL ANALYSIS 2.1. Opportunities - Quality product
With the current developing economy, the demand for high-quality products of many consumers such as
the absence of artificial flavors and hygiene is of great interest to consumers, which is the main This gives
Starbucks a huge advantage in competing with the rest of the coffee shops. Because Starbucks uses high-
quality materials that are strictly controlled, it will ensure the health and psychology of clean products for consumers. - Globally Expansion
Starbucks has thrived in the US market so this proves that Starbucks has succeeded in establishing its
empire in this country. Many people in other countries want to try this special coffee shop. It is an
opportuntinty for Starbuck to expand their chain coffee shop into the world. Although it may take some
time to build a foundation for Starbucks in these countries, the need for local customers to exchange is
high, so once a solid foundation is established, the expansion of more stores. It's just an overnight thing.
- Building Customer Relationships
For the client, Starbuck is extremely important to the experience of the client when you step foot in
Starbuck. Like the mission of Starbuck, Starbuck will create a great experience with a client that will give
a sense of comfort when entering a Starbucks is not just based on the domestic design which depends
on the sales staff's worth as well as they feel at the way they feel at home. So, this opportunity will make
the corporation grow and have more loyal clients. -The coffee delivery
Food delivery services such as Grab, Baemin, have become increasingly popular in recent years,
especially since the COVID-19 pandemic. Starbucks can capitalize on this growing consumer trend by
partnering with companies like this to distribute its products or launch its own home delivery service to
match these sentiments. customers about their comfort and health. -The new products
Starbucks is already well known for certain products, so it's a great opportunity to explore new
milestones for new products. With the increasing demand from customers for new beverages, Starbucks
may consider other beverage options to further customize the original coffee product or even consider
completely different products such as tea, soft drinks, and ice-blended drinks. 2.2. Threat
-Low price of competitor
With a cup of Starbucks coffee, the price of these products is too high for many other coffee chains. This
is what endangers Starbucks because of the mentality of many customers who want quality coffee at an
affordable price. Because of this, Starbucks will easily lose many consumers. -Pandemic
The outbreak of the COVID-19 epidemic will reduce Starbucks’ operating profit by $2-2.2 billion and
change the behavior of many customers. Many stores have been closed or restricted due to the
outbreak, especially those in China, which has reduced Starbucks’ revenue. According to a survey, nearly
17% of Starbucks stores in the US were forced to close permanently during the COVID-19 pandemic.
-Rise in raw coffee bean prices
The price of unroasted Arabica coffee beans has increased dramatically throughout the pandemic. This
will make a lot of pressure on the Starbuck coffee shop, about the transport cost also the price of raw Arabica beans.
-Change in customer behavior
By selling coffee to customers, Starbucks has become more dependent on some of its products in many
countries. Therefore, Starbucks should expand its product line by changing the tastes and lifestyle
choices of consumers in other countries because the growing consumer behavior means the demand for
more products. So, Their drink is also changed. 2.3. Efe matrix
Overall, Starbucks is doing good in the industry as their EFE is more and above average as their result is
3.4. That means Starbucks is responding very well to the opportunities and threats present in their environment. Financial Ratio Starbuck Balance Sheet
BALANCE SHEET OF STARBUCK 50000 Have a quick glance at 40000 the bar chart of the 30000 balance sheet of Starbuck. Firstly, looking 20000 at the total equity in 10000 2018, it has a positive 0 2018 2019 2020 2021 -10000 -20000 Total Assets Total Liabilities Total Equity
index of about 1 billion 2 according to the formula of total assets minus total liabilities. Proving that in
the period of 2018, Starbucks company is still doing good business. But looking the period of 2020, an
extremely difficult period for Starbucks because the Covid-19 pandemic has occurred globally, making
Starbucks’ equity negative. According to the report, the sales of the goods dropped sharply, along with
the increase in Arabica coffee beans.
Starbuck Income Statement Starbuck Income Statement 35000 In the bar chart, it can 30000 be seen clearly that in 25000 2020, total revenue, gross profit, operating 20000 income, and net income 15000 have been increased 10000 heavily, and it became the smallest data of 5000 these 4 years. It 0 illustrated that in 2020, 2021 2020 2019 2018 the most dangerous Total Revenue Gross Profit Operating Income Net Income pandemic named
COVID 19 affected Starbucks in various way. It affected on a lot of Starbucks shop in China made about
17% of Starbuck shop close rapidly. Moreover, total revenue of the year 2021 is still higher from the year
of 2018 which the pandemic didn’t occur in this time. This means that in four years, Starbuck spread
their brand into a lot of countries like China, India, Vietnam,.. so it had Total revenue after the COVID 19.