Starbucks
1. What is the name of the company?
 Starbucks Corporation
2. What exactly do they do?
 Starbucks Corporation is an American multinational chain of coffeehouses and roastery
reserves headquartered in Seattle, Washington. It is the world's largest coffeehouse chain.
3. When did they first start up?
 starts in 1971 along the cobblestone streets of Seattle's historic Pike Place Market. It was
here where Starbucks opened its first store, offering fresh-roasted coffee beans, tea and
spices from around the world for our customers to take home.
4. What is their mission statement?
 “to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a
time.”
5. Who is their CEO (head of the company) and what can you tell me about him or her?
 The current CEO is Kevin Johnson, Kevin R. Johnson is an American businessman and
software engineer who was the president and chief executive officer of Starbucks Coffee
Company from 2017 to 2022. Succeeding Howard Schultz as CEO, Johnson previously served
as the company's president and chief operating officer from 2015 to 2017.
6. What is the value of the yearly income/revenue for the last 5 years? (Find the most recent data
you can). Calculate the percentage changes from year to year.
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Starbucks annual revenue for 2021 was $29.061B, a 23.57% increase from 2020.
Starbucks annual revenue for 2020 was $23.518B, a 11.28% decline from 2019.
Starbucks annual revenue for 2019 was $26.509B, a 7.24% increase from 2018.
Starbucks annual revenue for 2018 was $25.279B, a 7.72% increase from 2017.
Starbucks annual revenue for 2017 was $23.466B, a 6.78% increase from 2016.
Because of the pandemic, there is a significantly decrease of annual revenue in 2020. However,
the overall trend is a positive increase.
7. In what ways is your company environmental friendly? How has this changed over the years?
 In 2021, March 22, there is a article published on the official website of Starbucks, give
information that they had set a new coffee-specific environmental goal.
 Starbucks purchases coffee from more than 400,000 farmers in 30 countries around the
world and is committed to a sustainable future for coffee.
 Starbucks set goals to achieve carbon neutral green coffee and conserve water usage in
green coffee processing by 50% by 2030.
 In support of the company’s path to a Planet Positive future, Starbucks is focusing on its
carbon and water footprints at Origin – or what Starbucks refers to as “the first ten feet”
(farm to port).With this focus on on-farm activities and land use change, Starbucks is
addressing its largest source of greenhouse gas (GHG) emissions in coffee before the rest of
the coffee value chain (like transportation, roasting, or packaging).
8. In what ways does your company help or benefit society (apart from just employing people)?
How has this changed over the years?
 Starbucks’ social responsibility strategy is based on three pillars: Community, Ethical
Sourcing, and the Environment. Here’s what the company does to have a positive impact in
each of those areas:
 To have a positive impact on the communities it works with and in, Starbucks
develops community stores that partner with local nonprofits. The nonprofits these stores
work with offer services aimed to meet the needs of the communities they’re located in.
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Starbucks in turn donates $0.05 to $0.15 per transaction to the nonprofit partner. You can
find a list of these community stores here. Starbucks has pledged to hire at least 10,000
veterans and military by 2018, and focuses on diversity and inclusion in the workplace. The
company also provides training opportunities for youth in their communities, and has even
developed the Starbucks Foundation, a 501c3 whose goal is to strengthen those
communities further. These are just a few of their many community-centric initiatives.
The second pillar, Ethical Sourcing, dictates the way that Starbucks purchases its products.
The company is committed to ensuring that their coffee, tea, cocoa, and manufactured
goods are responsibly and ethically produced and purchased. They say their “success is
linked to the success of the farmers and suppliers who grow and produce [their] products,”
and so they only purchase those products from farms and manufacturers that adhere to a
certain standard of ethical treatment.
9. How has your company changed the way it which it wither a) makes its good/ services and/ b)
advertises/ sells its good/ services over the last 5-10 years?
 Porter’s Differentiation Focus Strategy is the strategy currently being employed by the
Starbucks Corporation. This strategy provides a product or service to a specific market niche
and differentiates from competition in specific areas. The value of the company is markedly
not as a low-cost competitor. In the case of Starbucks, the company is a high cost,
specialized selection provider, offering specially tailored lines of coffee and tea product to
coffee loving customers for a premium price.
 Starbucks put the customer’s feeling at the top of priority and emphases on “Culture”
influence, it promotes a “Starbucks Culture” value and provides a “third space” to
consumers
10. What other country does your company have connection with? Note: This could be getting
materials from other countries/ producing parts in other countries/ selling in other countries.
 Starbuck’s China has experienced a notable growth since opening its first store in Beijing’s
China World Trade Center in the year of 1999. Now, Starbucks’ trademark of a green and
white mermaid has been featured in more than 1,900 outlets in 99 cities with 30,000 staff in
China (Starbucks, 2016b). Starbucks saw a 30% year-overyear jump in revenues from its
Asia-Pacific region, lifted by outstanding sales in China, according to its quarterly report in
2013 (Zhu, 2013). “The very strong sales volumes prove that the coffee concept can succeed
in traditional tea-drinking countries, its resonating very well with inland cities” said R J
Hottovy, director of consumer equity research at Morningstar, Inc.(Zhu, 2013).
 With the expansion of China coffee market share, many other competitive coffee companies
like Costa Coffee, Uegashima Coffee, Nestle, Maxwell, Columbia began to realize the huge
potential of this cake.