Economic Forces in Starbucks Corporation The importance of economic indicators for the strategic planning process in any organization is the ability to compare economic conditions that contribute to improving profitability, growth of business and market size. Leadership establishes a mission to “establish Starbucks as the most recognized and respected brand in the world.” In doing so, they have created a set of comprehensive, industry-leading guidelines for purchasing coffee that address coffee quality, financial transparency, and social and environmental responsibility. Starbucks' strategy is also expanding the market globally to provide high-quality coffee in convenient and visible locations. They are continuing to innovate and extend the business with inventive new ready-to-drink beverages and expanding packaged coffee offerings (Starbucks Corporation, 2007). Today they expanded lunch programs to a total of 4,150 stores and introduced the ability to reheat pastries. and supply hot breakfast sandwiches to stores nationwide. Starbucks retail stores are operated through a series of joint ventures and licensing agreements in Southeast Asian countries, as well as Thailand, Singapore and China. When doing business in foreign countries, the most important issues will be to be aware of exchange rates. They are planning to open 2,400 stores internationally in 2007 and have set rough financial growth targets of 20% total revenue and 20-25% annual earnings per share for the next three to five years. Additionally, they proposed a new long-term store count goal of 40,000 worldwide (20,000 US and 20,000 international) (Starbucks Financial Release, 2007). Starbucks has been successful due to several economic factors, as well as price elasticity of demand..