Mission Statement and Organizational ObjectivesII. Environmental Analysisa. market sizeb. potential growthc. sales cyclesd. available substitutese. social and cultural forcesf. economic forcesg. political and legal forcesh. technology forcesIII. Marketing Strategya. Product Strategyb. Distribution Strategyc. Promotional Strategyd. Pricing StrategyIV. Competitor AnalysisV. Customer AnalysisVI. Strategic Direction Recommendation I. Mission Statement and Organizational Objectives Mission StatementOur vision in creating “Starbucks Coffee On the Go” is to offering Starbucks’ quality coffee and service efficiently to the customer from the convenience of their car. Organizational ObjectivesEstablish 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:1. Provide a great work environment and treat each other with respect and dignity.2. Embrace diversity as an essential component in the way we do business.3. Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee.4. Develop enthusiastically satisfied customers all of the time.5. Contribute positively to our communities and our environment.6. Recognize that profitability is essential to our future success. Environmental Mission StatementStarbucks is committed to a role of environmental leadership in all facets of our business.We fulfill this mission by a commitment to:1. Understanding of environmental issues and sharing information with our partners.2. Developing innovative and flexible solutions to bring about change. 3. Striving to buy, sell and use environmentally friendly products. 4. Recognizing that fiscal responsibility is essential to our environmental future.5. Instilling environmental responsibility as a corporate value.6. Measuring and monit...
