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The Competitive Edge of Star Bucks: Schultz's goal is to:" Establish StarBucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow." To achieve this vision StarBucks founder Howard Schultz has articulated six principles: * Provide a great work environment and treat each other with respect and dignity. * Embrace diversity as an essential component in the way we do business. * Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee. * Develop enthusiastically satisfied customers all of the time. * Contribute positively to our communities and our environment. * Recognize that profitability is the essential to our future success. In order to have an edge over its competitors Schultz has integrated a number of corporate objectives: Securing the finest raw Materials Starbucks begins its coffee quality right from the start i.e. bean procurement. Although in America other companies used low quality...

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