Company report

Name: 임청운 LIN QING YUN

Student#: 2011120382

Major: Business administration E-mail: sook8583@korea.ac.kr

5.Evaluation

Table of Contents

1. Introduction

2. Main business & Financial statement

4. Campaign

3. Communication

- Founded in 1971 in Seattle - Starbucks opened on average tow new stores every day between 1987 and 2007- The first store outside the United States or Canada opened in Tokyo in 1996.

1. Introduction of Starbucks[ Starbucks]

- Starbucks is the largest coffeehouse company in the world, with 22,755 stores in 65 countries

- 12,802 stores in the United states- 1,930 stores in China- 1,409 stores in Canada- 1,121 stores in Japan - 825 stores in the United Kingdom

[ History ]

[ quantity of Starbucks store]

[ Business units of Starbucks ]

: Starbucks provides - Hot and ice beverages

: Starbucks also provides - Food - Coffee equipments - Products such as tumbler, mug cup

- Mug cup- Coffee bean- Plastic tumbler- Stainless tumbler- Thermos bottle

[ Starbucks products ]

- Bakery- Cake- Sandwich & Salad- Fruits & Yogurt- Snack - Ice Cream

[ Starbucks food ]

[ Starbucks beverages ]- Espresso- Brewed Coffee- Frappuccino- Starbucks Fozzio - Tea- Starbucks juice

2. Business Units

[ Financial statement ] After 3 years financial results of

Starbucks in

-Americas,

-China and Asia pacific

2. Financial statement

[Facebook and Twitter]

: Starbucks communicates with customers through Facebook and Twitter

: Facebook and Twitter also are main communication path for Starbucks

: Starbucks is the fifth-largest brand on Facebook, with 34 million fans, Starbucks trails only Coca-Cola, Disney, Red Bull and Converse

Communication

3. Communication

[ Face book ]

Facebook : Through Facebook, Starbucks encourages users to share their Starbucks moments—whether it be the return of a favorite holiday drink or just an artsy coffee cup shot

Twitter: Through Twitter, Starbucks connects with each of the customers individually, answering their questions and retweeting what they were telling about Starbucks

[ Purpose ]

[ Twitter ]

3. Communication

[ ]My Starbucks rewards

-My Starbucks Rewards, a mobile loyalty app that feature a fast way to pay and an incentive system to promote repeat visits. They utilize virtual points and virtual badges as rewards.

-The My Starbucks Rewards system rewards users with a gold star every time they use the mobile app to pay for a transaction.

4. Internet marketing activity

[ ]My Starbucks Idea

4. Campaign of Starbucks

- My Starbucks idea campaign is an online community based on crowdsourcing.

- Customers and employees can make suggestion and ideas for new products, improve products and service and enhance Starbucks experience

- My Starbucks idea is an online community based on crowdsourcing where customers and employees can make suggestions and ideas for new products, improve products and services and enhance Starbucks experience

Key issue 1: Online community

My Starbucks Idea [ ]4. Campaign of Starbucks

Key issue2:Engagement

- People who can comment and vote on suggested ideas- people who can share own idea- people who can discuss and see suggested ideas

My Starbucks Idea [ ]4. Campaign of Starbucks

Key issue3: Launch & Judgement

- Starbucks showed how the selected ideas were being implemented and why some of the ideas were not implemented

My Starbucks Idea [ ]4. Campaign of Starbucks

[ ]According to investigation, My Starbucks idea campaign was highly successful and remains one of gold standards in crowdsourcing

4. Campaign measurement

[ ]Google trends - My Starbucks idea

According to google trends, My Starbucks idea achieved highly successful.

However ,

My Starbucks idea campaign faced limitation.

4. Campaign measurement

Recommandation: - Starbucks also faces a number of challenges, An important one is the

commoditization of brand.

- The rapid mass chain stores rather than offering the warm feeling of cafes.

- One of challenge is from competitor, customers were unwilling to pay a premium for a coffee at Starbucks. Finally, Starbucks faces increased competition from small specialty coffee shops and large chains, the likes of Coffee bene and Tom and Tom`s caffe shop.

- However,

- Starbucks needs to depends on digital media strategy to increases and remains customer experiences

- We can only applaud Starbucks`s digital media strategy, They are market leader in social media and constantly redefine best practices in the field. I believe that innovation and customer experience will help to fight off commoditization and competitors by diversifying the offering and by providing a premium experience

5. Evaluation

Reference

• Reference • 1. http://mystarbucksidea.force.com/• 2. https://www.linkedin.com/pulse/20141112163710-200769548-

starbucks-killer-social-media-strategy• 3. Starbucks Facebook• 4. Starbucks twitter• 5. Starbucks website • 6. Wikipedia of Starbucks. • 7. https://www.starbucks.com/card/rewards ( My Starbucks rewards) • 8. Google index• 9. Financial statement was from website of Starbucks.

Thank YouQ&A