1. Starbucks, according to information provided in the case, offers a range of products generally associated with coffee products. Starbucks started in 1971 selling gourmet coffee. So Starbucks has expanded its product mix into different types of product lines, most likely to better meet the needs and wants of a larger target market and thus hopefully increase sales. Starbucks' new product lines included more than 30 blends and single-origin coffees, craft espresso and blended drinks, Tazo teas, a line of bottled Frappauccio coffee drinks, and the Starbucks DoubleShot. All in all, by expanding the product mix, Starbucks is, most likely, trying to further segment the market in hopes of creating long-term relationships with customers, which should result in a sustainable increase in sales. Further expanding its market, Starbucks has expanded its product offerings. in exclusive lines of Starbucks products. Some of the new products included Barista home espresso machines, coffee makers and grinders, freshly baked pastries, a line of ice cream, chocolate, sandwiches, salads, coffee mugs and compact discs. All in all, Starbucks has created several products that are expected to capture different segments of the market and increase sales. Further adding to the product mix are Starbucks' new licensing agreements for its products with a number of other companies. In general, the main purpose of creating licensing agreements is to improve the distribution and manufacturing methods of Starbucks products. The agreement with the Pepsi-Cola Company to produce and distribute bottled Starbucks products in grocery stores and club warehouses is an excellent example of this type of licensing agreement. This new product mix should… middle of paper… adapt to today's market, taking diversity into account by stating that the company "embraces diversity as an essential component in how we do business." All in all, the mission statement has most, if not all, of the characteristics of a good mission statement. The mission statement and supporting principles suggest a lot about the company. Some of which have been described in the previous paragraph. The mission statement suggests that Starbucks is a for-profit organization that wants to provide the best possible coffee to its customers. Starbucks' environmental mission statement strongly indicates that Starbucks is committed to playing a role in protecting the environment in all of its operations. Overall, according to the mission statement, Starbucks is, among other things, a balanced, responsible and innovative company.