Starbucks Vision Statement

“To establish Starbucks as the premier purveyor

of the finest coffee in the world while
maintaining our uncompromising principles
while we grow.”
Characteristics of Vision
• Organizational charter of values
• Ultimate source of priorities, plans and goals.
• A puller into the future.
• It should not be:
 An advertising slogan
 A plan from the top
 A history of top past