Gina Hollender

Research Task Objectives

Starbucks
Mission Statement-
To inspire and nurture the human spirit, one person, one cup, one neighbourhood at a time.
Understand the environmental issues and strive to sell environmentally friendly products
and packaging.
Understand environmental issues happening around the world.
It starts with the promise of a perfectly made beverage but our work goes far beyond that.
Its really about human connection.
Coca Cola
Mission Statement-
To refresh the world, in mind body and spirit
To inspire moments of optimism and happiness, through our brands and actions
To create value and make a difference in everywhere we engage

Comparison of mission statements:
Similarities: Both companies strive to do big things that are hard to achieve (they are also over-
exaggerated), for example both companies want to change the world in some way (refresh the
world/to inspire and nurture the human spirit). Both also focus on the customer as individuals and
want to inspire them in one way or another.
Differences: Starbucks want to really understand where their product comes from, how its made
and who makes it. However Coca Cola is more focused on the selling side of the product, how their
customers will feel and how they want to add value.

Objectives
Coca Cola: The main objectives for the Coca-Cola Company are to be globally known as a business
that conducts business responsibility and ethically to accelerate sustainable growth to operate in
tomorrow's world. By having these objectives, it forms the foundation for companies in the decision
making process.
Strategies and Tactics:
The Coca-Cola company aims to be globally known, they do this by targeting different areas across
the globe with different products, gaining their brand name and popularity. All the bottling partners
work closely with their customers such as convenience stores, grocery stores, movie theatres and
street vendors to create and use localized strategies developed in partnership with the Company.
Gina Hollender

Their competition with other beverage companies are also narrowed down as they own various
brands that could be possible competition. For example, the company sells Coke without the
competition of other popular soft drink brands like Sprite and Fanta because the company owns
those brands as well (Benefits). They make decisions in realigning their business models to match
the objectives of the company by using strategies and tactics in the analysis of their performance.
Starbucks: Our coffeehouses have become a beacon for coffee lovers everywhere. Why do they
insist on Starbucks? Because they know they can count on genuine service, an inviting atmosphere
and a superb cup of expertly roasted and richly brewed coffee every time. (Provide great quality
coffee beans, service and atmosphere)

Comparison of Objectives:
Similarities: Both businesses want to achieve their products to sell in an ethical way (For example
Starbucks wants to be known for having environmentally friendly coffee beans that are also great
quality)
Differences: Coca Cola strive to become a popular, well known company that continues to grow and
operate in the future. They are thinking about how to improve for years to come and are greedy
with the amount they want to achieve, however Starbucks focus much more on the customer. For
example they focus on service, the atmosphere and great coffee beans, this shows how the focus is
merely on the customer in comparison to the company growth.

Three benefits for Coca Cola in setting objectives
Benefit One
By setting high objectives the company become more globally known, not only in cities but in
localized stores, it allows all markets of coca colas customers to be a able to access the product in all
aspects of life. This increases the amount of sales that Coke can gain if they didnt have these
objectives.
Benefit Two
By thinking about tomorrows world/future they are always thinking about how to improve and sell
the product this keeps the product modern and fresh and also keeps customers interested in the
product In all aspects of time to come.
Benefit Three
By marketing and advertisement they increase the amount of sales with the customer by gaining a
strong brand name and gain a lot of popularity all over the world. By using branding this will help the
business to sell.

Gina Hollender