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PERFORMANCE MEASUREMENT: 1  Starbucks Corp. and Peet’s Coffee & Tea, Inc. are roasters and retailers of specialty coffee and teas. Both companies generate revenues from a variety of sources, including: Beverages, food and merchandise sold through company-owned retail stores; Specialty operations that strive to develop company brands outside company-operated retail stores, including: o Licensing arrangements and sales involving non-company-owned retail stores, grocery and warehouse clubs, and branded products; o Foodservice sales of products to institutional foodservice companies; o Other initiatives, primarily for Starbucks, that include entertainment businesses and strategic agreements with retail financial services companies such as Chase Bank and Visa. Investors, creditors and financial analysts assess a company’s performance using a variety of statistics that rely on information reported in the company’s financial statements. These statistics include such measures as return on assets (ROA), return on equity (ROE), and return on capital (ROC). ROA is an indicator of a company’s profitability relative to its total assets; it provides evidence about management efficiency in using the company’s assets to generate earnings. ROE
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This note was uploaded on 07/30/2011 for the course ACCT 560 taught by Professor Chandler during the Summer '11 term at University of Illinois, Urbana Champaign.

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