The mission statements
In most organizations, the missions or visions statements represent the publicly observable element in the strategic administration procedure that fluctuates in particularity, layout, constituents, and span. The paper seeks to identify the mission statements for Starbucks, Toyota, and Google. Besides, the paper explains how these corporations implement their missions at every level of business. These corporations have mission statements known as corporate mission statements.
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Starbucks Corporation is recognized as a public retailer and premier roaster of specialty coffee worldwide. It was founded in 1971, and it is headquartered in Seattle, Washington. The company purchases, roasts and sells high-quality bean coffees along with Italian style espresso beverages, rich brewed coffee, cold blended beverages, selections of premier tea, and a variety of complementary food items.
The mission of Starbucks is founded on nurturing and inspiring the spirits of individuals namely a community, a coffee cup, and an individual. However, to implement its mission statement, Starbucks incorporates partners, shareholders, community, and clients in its daily operations to ensure that the stores and products are in line with its mission.
Initially, the coffee drunk at Starbucks was meant to be inert, but sweet. The employees conveyed the knowledge and fervor regarding specialty coffee to the consumer. However, to improve the level of services offered, Starbucks had to change its strategy by making the employees undergo special training to make quality coffee.
The employees gained knowledge on the varieties and ways of making specialty coffee consumed at Starbucks. Unlike in the initial strategy where coffee was prepared for consumption, the workers now prepare coffee based on the customers’ needs. Given the different designs required by clients, the preparation procedures take time. Service delivery becomes easy given the poke-yoke method that enables the customer to relay an order at the back of the espresso-inn (Paryani 5).
Starbucks products range depends on the customers’ quality requirements for coffee drinks. The fresh coffee drink has autonomous demand since the product has high precedence at Starbucks. Fresh coffee is perishable and only prepared on order. For freshness, the consumers would require hot coffee. Nevertheless, to set up ecological goals, Starbucks initiated double cupping and corrugated holders to evade hot-coffee finger burn problems.
Conversely, the Pike-Place light roast coffee has recently helped the clients who hardly consume bitter coffee. The low-fat milk has the propensity of making an espresso drink taste watery. Thus, its preparation requires informed decision. The organic milk could come from cows lacking growth hormones instead of the pricey certified organic milk. The additions of syrup to a coffee drink help Starbucks in achieving the condition of flavored milk (Paryani 7).
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Due to innovativeness and the current level of creativity, Starbucks has changed its coffee designs such that the prices charged are unmatched and affordable for various consumers. Every coffee product is offered in different sizes to ensure that all classes of individuals can afford it. Besides, Starbucks has an attractive store atmosphere, offers the best client services, appetizing coffee beverages and appropriate sites that make the organization known despite the presence of additional market competitors that offer coffee.
The company is renowned to take the global oldest products and modify them into differentiated, value-laden and lasting brands. The differentiated products are difficult to replicate given that they are of unusual positive brand image, based on technological capability, innovative design, extraordinary service and exceptionally high quality (Paryani 10). The initial strategy used by Starbucks hardly enabled other market rivals to replicate its products.
The location of Starbucks stores tends to be in a fully equipped atmosphere that every customer would wish to spend more time in such stores. It has comprehensive guidelines including no smoking, provides outlets for electronic equipment, and offers comfortable furnished seats. The prototypical atmosphere, therefore, makes it certain for the consumers to be comfortable when consuming Starbucks coffee products. Besides, the stores have nice music that creates an atmosphere for consuming coffee.
Starbucks is apparently termed as a ‘partner’ given that the products and services are not merely offering employment, but appear as a passion. The company in conjunction with other people encourages varieties in order to build an environment where everyone enjoys himself. Everyone is accorded the necessary self-respect and reverence.
As a result, all stores run and managed by Starbucks are considered part of the society. The company indulges in corporate social responsibility to ensure that it contributes positively to the wellbeing of the community members where it operates. Through such initiatives, the company has been successful in ensuring that the shareholders are rewarded by generating profits from coffee sales (Hill 75).
Toyota Corporation’s mission is geared towards being the most flourishing company in the U.S by attracting and retaining clients via offering highly valued services and brands. Toyota Corp tends to implement its mission through proper production and operations management, as well as team working in TPS.
The actual production and delivery of products including the operational management is essential to the success of Toyota. The company’s product design incorporates product process, planning and implementing production processes as well as acquiring and organizing resources. With this broad scope, the production and operation functions have a fundamental role in the company’s ability to attain the set goals and objectives.
Besides, the operations managers are familiar with the concepts and issues that surrounded the functional area. The basic performance objectives that pertain to all operations including quality, speed, flexibility, dependability, and cost are well planned and realized. Thus, Toyota Company is successful in meeting these objectives through its production and operation function (Chary 681).
Over decades, Toyota operations have been streamlined thus resulting in the popularly known Toyota Production System (TPS). The TPS was conceived when the company realized that producing massive quantities from limited product line to achieve maximum economies of scale led to flaws. Its major objectives were to reduce the cost incurred, eliminate waste and respond to the changing needs of the customers.
Under this system, quality is considered as doing things right via the provision of error-free products that satisfy the targeted customers. Conversely, Toyota vehicles are among the leading brands in customer satisfaction. Voting Toyota as the best annual vehicle by most marketplace reviews indicated that the company had an appealing reputation globally.
Due to good quality, Toyota success has kept growing and in 2009, the company was the best worldwide (Chary 670). Moreover, Toyota is keen on producing quality vehicles with many technologies that improve the performance of the vehicles.
The TPS method applied during operation focuses on the reduction of complications via the use of undersized and uncomplicated machineries that are elastic and strong. On the other hand, rescheduling run and outline to promote plainness enhances the pace of manufacturing and assembling Toyota vehicles. Another driver to the success in implementing Toyota’s mission is dependability, which implies timely working to ensure that customers get their products within the promised time.
Toyota has included the just in time manufacturing method comprising of experienced employees who work in cooperation while the Kanban management assists the team in delivering manufactured goods and services as guaranteed. Every worker, every mechanical expert, or every director is concerned with the improvement of value and effectiveness of Toyota vehicles. The organization admires making adjustments while developing receptive and supple structures that help in dealing with the changing trade settings.
In the industry, the corporation emerged to be among the few vehicle producers in the automobile industry, which constantly generated profits during and subsequent to the 1974 oil disaster. Due to crises, producers that rivaled Toyota envied and visited the company in order to find out the reasons behind Toyota’s triumph in the declining marketplace environment. The company’s discovery was the unique team working of the Japanese who utilized scientific management rules.
Japanese functioning in groups is very dissimilar to that which became prominent in most corporations in American and European areas in the early and the late 70s (Buchanan and Huczynski 120). The Japanese working in teams usually called Toyotaism implied certain kinds of job groups that emphasize on lean manufacturing.
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The technique combined the JIT creation methods; dilemma-resolving groups, job consistency, as well as influential first-line administration and nonstop, but succeeding Toyota process step up. All these drivers contribute to the success of achieving Toyota mission.
The JIT manufacturing scheme attempts to accomplish the clients’ requests devoid of generating any waste products while offering faultless value. Organization and scheduling of various Just in time approaches take into consideration the draw arrangement, staged forecasting, Kanban organization, flow harmonization, and assorted reproduction development. Besides, the company is amongst the biggest players in renovating the Japanese auto industry to being a kingpin in the motorized production.
Other companies, which have adopted the company’s production system increased their efficiency and productivity. Thus, Toyota is developing over the years to implement and realize its mission since the industry’s analysis of the best plant winners shows that the company uses lean manufacturing techniques extensively (Buchanan and Huczynski 124).
The mission of this corporation is to categorize information and make it helpful and easily reached across the globe. Founded as a small company in 2008, Google has grown to be a world major technology company operating in almost all countries around the globe.
Like many global companies, Google management and major operations are based in Amphitheatre Parkway, Mountain View California. Google is the leading world technology firm with the aim of improving people’s information and attachment. The company’s aspiration is to improve the lives of multitude number of world inhabitants.
To implement its mission at every business level, Google has put in place some decisive strategies. The company’s website is the most acknowledged in the whole world. The brand recognition accrues due to innovations in advertisement and web search. Furthermore, the company conveys relevant cost-effective online advertisement to generate income.
It also provides other businesses with its Ad Words program to promote their products and services (Dwivedi 1). Google network uses Ad Sense program to provide relevant ads to improve user experience and breed profits. It engages in public offering initially completed in August the year two thousand and four.
Google has broadly defined values that are shared by all the stakeholders particularly the employees and the management. The central values are geared towards providing users with dispassionate access to information (Chaffey 1). The central values are designed in such a way that they help the company to focus on the needs of the customers and provide the best services or products. In essence, the company values are meant to abide by the legal requirements, industrial regulations and respect to the competitors (Chaffey 1).
These common values form the basis in which the company formulated its code of conduct, which is part of its mission. The approach of the company is to have a code of conduct that fosters highest standards of ethical business (Mahaney, 2005).
The belief is that the best ethical business principles aid the company to employ great individuals, construct good brands and services that entice faithful customers. The company beliefs are coined in its mission statement that emphasizes on mutual respect and trust among employees and users. The company believes that the trust and mutual respect are the sources for its success.
The company code of conduct is geared towards serving their users. For instance, the company upholds integrity, privacy in addition to freedom of expression while serving users. Moreover, the code of conduct encourages respect among the stakeholders as well as avoiding conflict of interest. Most important is the preservation of confidentiality and protection of the company assets.
These include the intellectual property, the confidential information, and the company equipment (Reuters, 2009). The code of conduct promotes financial integrity and responsibility as well as abiding by the legal requirements.
Besides setting up ethical standards that are in line with the mission, the company engages in various corporate social responsibilities. These include creating awareness in various fronts such as the climate change, education, public health, and sanitation (Chaffey 1). However, these activities are connected in some way to the company long-term revenue generation. Google Foundation is an institution created by the company to implement its social responsibility programs.
It has undertaken various initiatives including developing renewable or green energy, predict, identify, prevent, and enable rapid response to various risks associated with climate change and infectious diseases. The company improves public services through public awareness and empowerment. Google foundation promotes the development of small and medium-sized enterprises through capitalization and risk management.
Organizations mission statements are essential, ardent and stable principles, which are developed by the founders of a certain corporation to represent their important philosophies and behavior. The mission statements act as the motivators to the investors, workers, local populace and clients. The values attached to the mission statements should not change due to the prevailing market conditions, operations, and short-term financial objectives.
However, for the mission statements to work, the values attached to them should address the issues of clients, market, and products. In fact, companies can add value to the mission statements by integrating social and business issues together. Besides, companies must make profits, become part of the community, and sell quality products to help customers identify with the company for the mission statements to be deemed working.
A strategically developed mission statement has various components. These include the customers, products and services, markets, technology, and concern for profitability, growth, and survival. The other components are philosophy, self-concept, concern for public image, and employees. From the above discussion, it is apparent that the companies have corporate mission statements given that they explain what the organizations intend to achieve both in the short-run and long run.
In fact, the mission statements of these corporations are implemented at the supply, delivery, production, and distribution levels. However, it is through the commitment of the organizations’ management, employees, shareholders, clients, and the community that a company can realize the values and goals set in the mission statements.
Buchanan, David, and Andrzej Huczynski. Organizational Behavior: An Introductory Text, New York: Prentice Hall, 2003. Print.
Chaffey, Dave. Google Case Study: Covering Google Business Strategy and Technology Case. 2014. Web.
Chary, Nelson. Production and Operations Management, Mumbai, India: Tata McGraw-Hill Education, 2009. Print.
Dwivedi, Jay. Google’s Robust Strategy and Business Model. 2008. Web.
Hill, Alex. Essential Operations Management, London, UK: Palgrave Macmillan, 2011. Print.
Mahaney, Mary. GOOG: Increased Conviction in Google, San Francisco, US: Citigroup Global Markets, 2005. Print.
Paryani, Kioumars. “Product Quality, Service Reliability and Management of Operations at Starbucks.” International Journal of Engineering, Science and Technology 3.7 (2011): 1-14. Print.