Starbucks Case Analysis

Starbucks Case Analysis


Starbucks is an organization that delivers a sustainable economic model. It is a leading light in obtaining resources ethically and reducing the environmental effect of the business. The aim mission was developed by the firm’s owner Schultz, who acquired the company in the year 1987. The company has stores experience across 66 countries. Starbucks aims at producing environmental friendly products that will not only not harm the environment. The organization purposes to minimize the impact of other related products from other companies (schultz, 2013).

Discussion and Analysis

Current Digital Marketing Tools

Starbucks Company has realized that it is thriving in a technologically growing world that continues to develop new technological devices. In the process, the management has acknowledged that the firm needs to incorporate the use of the technologies in its running and marketing strategies to ably compete against rivals and still stay relevant in its field (schultz, 2013). Starbucks customers profited from Schultz’s commitment to innovation. It provided Wi-Fi in their stores in 2002 and connected with Apple in 2007 to offer free entrance to iTunes Music. Transactions followed thereby enabling the company to expand its technology attention to hold more information, provide loyalty prizes, and eventuall disbursements. The initiative was a marketing strategy that saw Starbucks increase sales and compete comfortably with rival producers by advertising their products by the use of the technology available. Much of todays’ generation rely on the web to deliver whatever they need. Starbucks ensured that the firm had a large client list from the web based customers (McDonald & Dunbar, 2004).

The firm created a tarbuck app to market its products and services. The Starbucks app presented a variety of skins, such as a store locating system and payment organization. Operators brought about online Order and Pay by connecting their app to a credit card or PayPal account and deposited cash onto the instrument to serve as a withdrawal card. There was an optional feature to spontaneously re-fund the tool when the credit dipped excessively low. Operators could instruct using the app as well. Schultz and Scott (2015) note that a message operator permitted Starbucks to drive operator communications extending from usability instructions to a new list of options.

Starbucks capitalized on mobile device adoption rates worldwide. The maiden edition of its mobile app in 2011 was essentially a digital form of the Starbucks Card. The adoption rate was heartening that the company continued to invest in the app (Jeem, 2010).

In 2012, the company had made a big bet on Square by investing $25 million in the payments start-up. The investment streamlined the store experience and eventually enabled the Mobile Order & Pay feature of the app. Starbucks earned the 2012 title of the mobile marketer of the year, after also having won it in 2010, for its innovations in creating two-way communications with customers via SMS and for its strategic use of QR codes (Dorn, Messner & Wänke, 2016). The company drove opt-ins with special offers and encouraged users to text specific codes to receive discounts (Schultz & Galobart, 2012). By 2013, customers could access the app by shaking their mobile device and tip baristas via the tool. The company served mobile ads using Mobile Rich Media Ad Interface Definitions (MRAID), and the geo-location tracing incentivized operators to stopover the nearby shop.

The business was steadily profiting from the struggles by the end of 2015. Customers in excess of 9 million of  the total 45 million clienteles were repaying via their mobile instruments every week. Vigorous mobile operators rose by 32% in the third quarter of 2015 matched to the similar quarter of 2014. The digital disbursements was for up to 21% of the total in-store dealings in numerous U.S. locations(Schultz & Gordon, 2011). The dealings were extra moneymaking for Starbucks as the dues on old-style credit card dealings were greater. Portable Order & Pay was accessible all over the United States and in Canada by 2015 wintertime breaks. The feature allowed vibrant evocative vending, which pressed food substances accessible in every store founded on the customers’ acquisition account (Schultz & Galobart, 2012). Mobile users grew to 32% between the third and fourth quarters of 2015. Howard Schultz revealed that the dealings on Mobile Order & Pay were rising “by the hour.” Food delivery was hot in 2015, a trend to which Starbucks was not immune. The company partnered with Postmates for a Seattle, Washington, pilot late in the year for coffee delivery in less than one hour (Schultz, 2011).

Customer Loyalty and Growth

Dorn et al., (2016) explain that Starbucks Rewards proved the most successful, with more than 20 million members worldwide by the end of 2015 . During the 2015 break period, the corporation introduced a Merry Mondays package through which the firm presented bonuses like the bonus bakery piece for any Prizes affiliate who remunerated through the Starbucks app. The initiative led to registration in the program, application downloads, and transactions (Schultz & Scott, 2015). The move made customers value it much as they noticed it appreciated the community under which its growth was rooted. The trust they had in the company increased thereby raising the purchase of the company’s products.The accomplishment increased customer base for the organization (Dorn et al., 2016).

In 2015, he introduced four eons of teaching coverage for a partner or kid of benefits-qualified workers who remained U.S. experts. Schultz explained his rationale in this investment in his paperback that Forwards, “[Employees] are the true emissaries of our marque (Dorn et al., 2016). Provision to clients makes them have faith in their labor and that they are a portion of a greater assignment, they will in seizure individually raise the involvement for every client, a thing you can barely achieve by using a poster or a 30-second advert.” Customers also benefited from Schultz’s commitment to innovation (McDonald & Dunbar, 2004). Starbucks provided Wi-Fi in their from 2002 and affiliated through Apple in 2007 to offer free contact to iTunes Music.

Digital Marketing Tools Selection

The company evaluated the reviews on the apps in choosing the digital marketing tools (Schultz, 2011). The move gave the firm a large customer base as the more reviews and fame a tool attracts, the more customers it would provide the organization. For example, when they choose Twitter, Starbucks was also a pioneer company to effectively use social media to intensify a compensated media drive. In 2009, it introduced outside selling in six key U.S. metropolises and incentivized Twitter cliques with a gamble to win $20 gift passes for Tweeting photographs of the adverts. By 2014, its Twitter strategy was more complex. Anybody who owned a Twitter account connected to their Starbucks pass could possibly purchase auburn for anybody on Chirrup by tweeting at the account @tweetacoffee and including the Twitter account of the person they desired to purchase for. As an outcome of labors, the product conquered the brunet space on public media. Ninety-four out of a hundred of Facebook operators were either one fan of Starbucks or pals with somebody who was once one.

Recommendations for Improvement

Starbucks should consider employing better and modern technological advancements to increase their sales. The latest that could help the firm market their products are buffer, canva, hotjar and many more.

Conceivably the greatest time-saving tip for communal media promotion is arranging posts before time for the social outlines (Schultz & Gordon, 2011). The corporation can group the social means selling process, do all their curating and combining all in one instance and then extend the informs out athwart the next day or even week. The always free plan at Buffer gives a chance to associate an outline from each system (one from Facebook, one from Twitter, etc.) and to plan ahead 10 stakes for each network. If you stake three posts per day, that means you can stay three days ahead all the time.

In excess of 2 million individuals have confidence in Canva to aid them with generating imageries for social platform, blog columns, and virtually any extra use one can envisage. The augmented sizes and integral models make it quick and tranquil to generate tall images for use in Pinterest, quadrilateral ones to be used in Twitter, quadrangular for use in Facebook or even Instagram, and any other size in between (Schultz, 2011). Following the number of people joining the firm’s emailing list, subscribing to their service and buying their products every single day can be tiring and deprived of the correct tool. The firm need to stay on top of their most significant analytics from each amenity the corporation can use in actual time with an all-in-one dashboard


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McDonald, M. & Dunbar, I. (2004). Market segmentation (1st ed.). Amsterdam: Elsevier/Butterworth-Heinemann.

Schultz, H. & Scott, M. (2015). The New Mr. Coffee: Howard Schultz. Business Ethics: The Magazine Of Corporate Responsibility, 9(6), 26-29.

Schultz, H. & Villanueva Galobart, J. (2012). Howard Schultz: “The equity of the brand is defined by the experience.”. IESE Insight, (12), 45-49.

Schultz, h. (2011). Starbucks Pays More to Benefit Coffee Workers. Business Ethics: The Magazine Of Corporate Responsibility, 12(2), 9-9.

Schultz, h. (2013). Starbucks turns coffee grinds and old muffins into laundry detergent. Focus On Surfactants, 2013(3), 3.

Weinstein, A. (2011). The Benefits of Benefit Segmentation. Journal Of Segmentation In Marketing, 3(1), 1-4.

Schultz, H. & Gordon, J. (2011). Onward (1st ed.). New York, NY: Rodale.

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