Diana D. Pabon

K66-18-1423

Sept

Starbucks Corporation - 2009

Vision Statement

To inspire and nurture the human spirit one person, one cup, and one neighborhood at a time.

Mission Statement

Our Coffee

It has always been, and will always be, about quality. We’re passionate about ethically sourcing

the finest coffee beans, roasting them with great care, and improving the lives of people who

grow them. We care deeply about all of this; our work is never done.

Our Partners

We’re called partners, because it’s not just a job, it’s our passion. Together,

We embrace diversity to create a place where each of us can be ourselves. We

always treat each other with respect and dignity. And we hold each other to that

standard.

Our Customers

When we are fully engaged, we connect with, laugh with, and uplift the lives of our customers

even if just for a few moments. Sure, it starts with the promise of a perfectly made beverage, but

our work goes far beyond that. It’s really about human connection.

Our Stores

When our customers feel this sense of belonging, our stores become a haven, a break from the

worries outside, a place where you can meet with friends. It’s about enjoyment at the speed of

life sometimes slow and savored, sometimes faster. Always full of humanity.

Our Neighborhood

Every store is part of a community, and we take our responsibility to be good neighbors

seriously. We want to be invited in wherever we do business. We can be a force for positive

action bringing together our partners, customers, and the community to contribute every day.

Now we see that our responsibility and our potential for good is even larger. The world is

looking to Starbucks to set the new standard, yet again. We will lead.

Our Shareholders

We know that as we deliver in each of these areas, we enjoy the kind of success that rewards our

shareholders. We are fully accountable to get each of these elements right so that Starbucks and

everyone it touches can endure and thrive.

Vision- “Establish Starbucks as the premier supplier of the finest coffee in the world

while maintaining our inflexible principles as we expand “ Moving Forward” this statement is

communicating to customers, suppliers, and employees. To have unique brand coffee.

Mission Statement

Our Coffee

It has always been, and will always be, about quality. We’re passionate about ethically supplying

the optimum coffee beans, roasting them with great care, and improving the lives of people who

grow them. We care deeply about all of this; our work is never done. (2, 7)

Our Partners

We’re called partners, because it’s not just a job, it’s our passion. Together,

we embrace diversity to create a place where each of us can be ourselves. We

always treat each other with importance and pride and we hold each other to that standard,

ensuring the latest technology is implemented for producing superior products to our loyal

customers. (4, 8, 9)

Our Customers

When we are fully engaged, we connect with, laugh with, and uplift the lives of our customers

even if just for a few moments. Sure, it starts with the promise of a perfectly made beverage, but

our work goes far beyond that. It’s really about human connection. (1)

Our Stores

When our customers feel this sense of belonging, our stores become a haven, a break from the

worries outside, a place where you can meet with friends. It’s about enjoyment at the speed of

life sometimes slow and savored, sometimes faster. Always full of humanity. (6)

Our Neighborhood

Every store is part of a community, and we take our responsibility to be good neighbors

seriously. We want to be invited in wherever we do business. We can be a force for positive

action bringing together our partners, customers, and the community to contribute every day.

Now we see that our responsibility and our potential for good is even larger. The world is

looking to Starbucks to set the new standard, yet again. We will lead. (3)

Our Shareholders

We know that as we deliver in each of these areas, we enjoy the kind of success that rewards our

shareholders. We are fully accountable to get each of these elements right so that Starbucks and

everyone it touches can endure and thrive. (5)

1. Customer

2. Products or services

3. Markets

4. Technology

5. Concern for survival, profitability, growth

6. Philosophy

7. Self-concept

8. Concern for public image

9. Concern for employees

Objectives are to establish starbucks as one of the most brand name and valued brands in the

world. To achieve this goal, the Company plans to continue disciplined expansion of its put on

the market operations, to grow its specialty operations and to selectively pursue other

opportunities by introducing new products and developing new channels of allocation.

Leading retailer and brand of coffee in each of its target markets by selling the finest

quality coffee and related products and by providing each customer a unique starbucks

experience. The starbucks experience, or third place beyond home and work, is built upon

superiror customer service as well as clean and well maintained Company-operates retail stores

that reflect the personalities of communities in which they operate, thereby building a high

degree of customer loyalty.

Starbucks’ strategy for expanding its retail business is to increase its markets share by

selectively opening additional stores in existing markets and opening stores in new markets to

support its long-term strategic objectives. In June 2008 closing 600 underperforming Company

operated store in the U.S. It was an integral part of its transformation strategy. This was as result

of rigorous evaluation of he U.S. Company-Operated store portfolio.