The Starbucks shared values variabl

The Starbucks shared values variable has the following components.
1- Leverage the Starbucks experience: Throughout all marketing communications
(everything from press releases, websites, to annual reports), Starbucks consistently
refers to the Starbucks Experience. However, the Starbucks experience itself is never
defined. The website states that an objective is to deliver an “inspiring, inviting, and
reliable” product9, but that hardly defines an experience. The Starbucks experience
appears to be more than simply selling coffee, it is the conscious decision to position the
brand as a lifestyle entity, capturing an attitude, and therefore is a re-invention of coffee
itself. Any retailer can sell coffee; Starbucks sells an experience. This experience
includes coffee, friendly staff, interesting music, and a comfortable meeting place.
2- The Starbucks Mission Statement: As posted at Starbucks.com, the mission statement
for the firm is: “Establish Starbucks as the premier purveyor of the finest coffee in the
world while maintaining our uncompromising principles while we grow. The following
six guiding principles will help us measure the appropriateness of our decisions: