The mission statement defines the organization's fundamental
relationship with its customers. It should be concise and specific.
It explains the current business design and expresses your core purpose.
In 2003, Starbucks, in a formal style for the SEC, defines its purpose
Starbucks Corporation purchases and roasts high-quality whole bean
coffees and sells them, along with fresh, rich-brewed coffees, Italian-style
espresso beverages, cold blended beverages, a variety of pastries and
confections, coffee-related accessories and equipment, a selection of
premium teas and a line of compact discs primarily through Company-operated
And in 2003, Starbucks' mission
their employees and is a clearer statement of the firm's fundamental
purpose and business design (core competencies) than the legal language in the SEC filing:
Establish Starbucks as the premier
purveyor of the finest coffee in the world while maintaining our
uncompromising principles while we grow. (followed
by six principles)