Starbucks Mission Statement To establish Starbucks as the leading provider of the world's finest coffee, 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 others with respect and dignity. • Embrace diversity as an essential component in how we do business. • Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee. • Develop consistently satisfied customers with enthusiasm.• Contribute positively to our communities and our environment.• Recognize that profitability is essential to our future success.Corporate Objectives1. Make Starbucks the most recognized and respected brand in the world2. Achieve rapid growth through domestic and global retail store expansion opportunities: aim for 25,000-30,000 stores worldwide by 20133. Increase revenue through new product innovation and consistent delivery of the Starbucks experience4. Increase US and global market share – Target >7% in the US and >1% globally5. Ensure a reliable supply of high-quality coffee beans, at stable prices, through environmentally and socially responsible means6. Leverage the Starbucks brand through diversified product offeringsBusiness Strategies1. Penetration of the retail market2. Global market development3. Upstream vertical integration through direct purchasing agreements with coffee farmers, coffee bean roasting facilities owned and operated by established companies, storage and distribution facilities4. Advanced vertical integration across Starbucks5 retail stores. Promote vertical integration through joint ventures and licensing agreements to market and distribute Starbucks products in new channels6. Horizontal integration through the acquisition of Ethos Water to expand and diversify Starbucks' beverage lineup in its retail stores7. Diversify Starbucks' product offerings to include music CDs, coffee-making equipment, mugs and accessories, as well as develop new coffee-related products through partnership agreements with other food and beverage manufacturers. Starbucks Mission Statement. Establishing Starbucks as the leading provider of the best coffee in the world. world by 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. • Embracing diversity as an essential component in how we do business. • We apply the highest standards of excellence to the purchasing, roasting and delivery of our coffee. • Develop consistently enthusiastic and satisfied customers. • Contribute positively to our communities and the our environment.• Recognize that profitability is essential to our future success.Corporate Objectives1. Make Starbucks the most recognized and respected brand in the world2. Achieve rapid growth through domestic and global retail store expansion opportunities: reach 25,000 to 30,000 stores worldwide by 2013