Example: Starbucks has a simple mission: to inspire and nurture the human spirit - every person, every cup, every neighborhood, every time. The company has lived up to this mission statement for more than forty years, because Starbucks is more than just a coffee shop - it's become a favorite destination for people who need a break from the daily grind.

It has become the preferred location for small gatherings of friends and meetings of business people. Regardless of the age, occupation or location of the Starbucks Café, Starbucks wants to offer people a unique experience: a place to relax, a place to work and a place to socialize.

Expanded profile:

In 1971, Jerry Baldwin, Giff? Seger and Gordon Polk partnered to open the first Starbucks, and on May 8, 2018, Nestlé and Starbucks entered into a global coffee alliance , in which Nestlé will acquire the rights to retail and distribute Starbucks-branded packaged goods in global markets outside of Starbucks stores for $7.15 billion in cash.

The first Starbucks Coffee store appeared in Beijing in 1999, entered Shanghai in 2000, and entered the South China market in 2002. A Starbucks in Shanghai. The Starbucks coffee chain is a joint venture with three major players: Meida, Uni and Maxim.

The three agents' market areas are divided as follows: Beijing Meida Coffee Co., Ltd. obtains the right to represent Starbucks in northern China, Taiwan's Uni-President Group obtains the right to represent Starbucks in Suzhou, Zhejiang and Shanghai, and Hong Kong-based Maxim's obtains the right to represent Starbucks in the southern region. In Chengdu and Chongqing, Sichuan, Starbucks cooperated with Maxim's to develop the market, and in Dalian and Qingdao, Starbucks set up stores under direct management.

Since the 2008 Beijing Olympics, Starbucks Corporation has withdrawn all agency rights except for Suzhou, Zhejiang, Shanghai and Guangdong, and changed to direct operation.