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The focus of the paper is to explore the marketing process at Starbucks and evaluate the firm's decisions. Marketing concepts portrayed in the case will be examined as well. Mission Statement The company's mission is to: Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow. Starbuck's mission statement sets a corporate vision for the company by identifying the focus of expertise, coffee, and …

…customers by expanding food offerings as discussed previously. Starbucks should expand into other coffee segments but not using the Starbucks brand. Starbucks should acquire or create a new brand for less premium coffee markets. Starbucks should open new stores in North America markets that are still untapped and off interstate locations on busy Interstate stretches. Starbucks should consider establishing stores in major business colleges in order to get younger customers hooked on the Starbucks experience.