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Essay text:
In addition to sales through its company-operated retail stores, Starbucks sells primarily whole bean coffees through a specialty sales group, a direct response business, supermarkets, and online at Starbucks.com..
Vision: "Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow"
Objectives: The Company's objective is to establish Starbucks as the most recognized and respected brand in the world
Strategy: To achieve this goal, the Company plans to continue to rapidly expand its retail operations, grow its specialty sales and other operations, and selectively pursue opportunities to leverage the Starbucks brand through the introduction of new products and the development of new distribution channels...
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