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Essay text:
Establish Starbucks as the most recognized and respected brand in the world
2. Achieve rapid growth through national and global retail store expansion opportunities – target 25,000 to 30,000 stores worldwide by 2013
3. Increase revenue through innovation of new products, and consistent delivery of the Starbucks experience
4. Increase U.S. and global market share – Target >7 percent U.S. and >1 percent worldwide
5. Secure a reliable supply of high-quality coffee beans, at stable prices, through environmentally and socially responsible means
6. Leverage the Starbucks’ brand through diversified product offerings
Corporate Strategies
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