Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword
Like this
7Activity
0 of .
Results for:
No results containing your search query
P. 1
Term Case Assignment

Term Case Assignment

Ratings: (0)|Views: 60|Likes:
Published by nengin

More info:

Published by: nengin on Jun 07, 2010
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as DOCX, PDF, TXT or read online from Scribd
See more
See less

02/17/2012

pdf

text

original

 
Starbucks Experience andSocial Media
Being a barista on the internet
 
A.Introduction
In the realm of global economic crisis, Starbucks had started to experiencelosing revenue and shifting market segment from High income, well-educated,white-collar professionals between the ages of 25 and 45 to youngergeneration. The newer customers were younger, less well-educated, and in alower income bracket- than their more established customers- had lessfrequent visits and a different perception of Starbucks. Starbucks had lost theconnectionbetween satisfying customers and growing the business underthreat of global economic crisis. This was the big concern which had beenexpressed that Starbucks lost communication between market segments andtheir relation with each other. Starbucks experience depends on translation of their confusion to the customers by using online social media tools to involve inthe community and search out, get advice for new product offers and buildstrong relationship over the social media to recover the Starbucks experienceas it was in store environment and it will be always.In the following chart shows the revenue performance during different periodsfrom 2008 to 2010.
REVENUEPeriods200820092010
December2767.62615.22722.7March2526.02333.3
Starbucks Experience and Social Media
 
June2574.02403.9September2515.42422.2
Totals10383.09774.6Comparable Store Sales Growth(Company-Operated Stores Open 13 Months or Longer)(LLP, 2009)B.Situation Analysis (SWOT)Strengths
Starbucks one of the most recognized and respected brands in the world
Innovative and willing to spend on R/D
Premier roaster and retailer of specialty coffee
Good relationships with coffee suppliers
Value employees and supports them with training and education
The product is strongly differentiated from those of rivals
Good supply chain management
Better product quality relative to rivals
Well-developed IT source and management
Weaknesses
Having more expensive price than the competitors
Starbucks Experience and Social Media

Activity (7)

You've already reviewed this. Edit your review.
1 hundred reads
Abey Francis liked this
Rizwan Sherazi liked this
Chandra Prakash liked this
pcelica2309 liked this
fyeon liked this

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->