Starbucks Mission StatementTo establish Starbucks as the premier purveyor of the world's finest coffee while maintaining our uncompromising principles throughout our growth. The following six guiding principles will help us measure the relevance of our decisions: • Provide an excellent work environment and treat each other with respect and dignity. • Make diversity an essential part of the way 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 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 – target 25,000 to 30,000 stores globally by 20133. Increase revenue through new product innovation and consistent delivery of the Starbucks experience4. Increase market share in the US and globally – Target >7% in the US and >1% globally5. Ensuring a reliable supply of high-quality coffee beans, at stable prices, through environmentally and socially responsible means6. Leverage the Starbucks brand through diverse product offeringsBusiness Strategies1. Retail Store Market Penetration2. Global market development3. Backward vertical integration through direct purchasing agreements with coffee producers, coffee bean roasting plants owned and operated by established companies, warehousing and distribution facilities4. Advancing vertical integration through Starbuck5 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 the Starbucks beverage range in its retail stores7. Diversify Starbucks' product offerings to include music CDs, coffee brewing equipment, cups and accessories, as well as develop new coffee-related products through partnership agreements with other coffee manufacturers food and drinks. Starbucks Mission StatementTo establish Starbucks as the premier purveyor of the world's finest coffee. world while maintaining our uncompromising principles throughout our growth. The following six guiding principles will help us measure the relevance of our decisions: • Provide an excellent work environment and treat each other with respect and dignity. • Make diversity an essential part of the way we do business .• Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee.• Develop enthusiastically satisfied customers at all times.• Contribute positively to our communities and our environment. • Recognize that profitability is essential to our future success.Business Objectives1. Make Starbucks the most recognized and respected brand in the world2. Achieve rapid growth through domestic and global retail store expansion opportunities – target 25,000-30,000 stores globally by 2013