Starbucks is a huge chain of coffee shops that roasts high-quality whole bean coffees and sells them along with fresh, rich-brewed, Italian style espresso beverages, a variety of pastries and confections, and coffee-related accessories and equipment.
Core Identity:
Product Thrust: Fresh brewed coffee and drinks.
Mission: Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow.
The following six guiding principles will help us measure the appropriateness of our decisions:
- Provide a great work environment and treat each other with respect and dignity.
- Embrace diversity as an essential component in the way we do business.
- Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee.
- Develop enthusiastically satisfied customers all of the time.
- Contribute positively to our communities and our environment.
- Recognize that profitability is essential to our future success.
User Profile: Really any ages from 18+ Men or women.
Enhancing lives/catering to: All ages in affordable great tasting coffee
Extended Identity:
Brand Personality: Creating a friendly inviting environment, where you can enjoy great Starbucks coffee.
