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  • Subject area(s): Marketing
  • Price: Free download
  • Published on: 14th September 2019
  • File format: Text
  • Number of pages: 2

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The infamous, global mermaid known to date, is on a Starbucks coffee cup. The inspiration behind the name comes from the book Moby Dick. With your name personally written on each cup, made specifically for you! Their product mix includes roasted and handcrafted high  quality premium priced coffees, tea, and a variety of fresh food items and other beverages (Harvard, 1) Starbucks is the premier roaster and retailer of specialty coffee in the world. Their mission is “to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time” (Starbucks,1). Founded by three partners Gordon Bowker, Zev Siegl, and Jerry Baldwin in Seattle , Washington in 1971. Starting in Pike Place market there are now more than 20,000 locations worldwide. Howard Schultz who is the CEO of Starbucks joined them in 1981, shortly after he travelled to Italy and fell in love with Italian coffee bars, he wanted to being Italian tradition back to the United States. He started his own business of coffeehouses but, later returned to Starbucks in August of 1987 to purchase with help of investors.  As in 2018 Howard Schultz has retired as CEO of Starbucks. In the 2018 fiscal results there is a record of 6 billion dollars made worldwide. The U.S comp store sales are up by 2%. Starbucks has over 200,000 employees as of May 2018. Expecting more from Starbucks than just coffees and tea they have merchandise as well.  From cups, mugs and coffee makers to just selling their coffee you can brew at home. It's a place of gathering , you're ale to walk into a Starbucks and have meets , work space, or just chill listening to music with friends. A place that is open arms to everyone.

Section 2: Starbucks's Digital and Social Media Use

 If it wasn't for social media platforms , in todays age. Stores, restaurants would not be as big as they are today! Marketing tools , increasing profits social media is the way to go. Having over 36.5 million Facebook page likes , to 13.1 Instagram followers, and 11.8 Twitter birds provides the best customer service.  Drawn to their artistry , well-crafted feeds campaign Starbucks is winning in the creative aspect of keep customers engaged with their pictures on Instagram. Each photo represents a different type ‘ acting like a person' giving them connection to their customers. Adapting to the modern days, seasons, relatable situations to the average person. With their reliability and tone on Twitter , talking about their products old an new, answering questions. Starbucks engage with their customers by giving out coupons. Having a sense of humor , almost no questions go unanswered. With motivating their followers to re-tweet and a series of queries.  Yes Starbucks has a Youtube Channel, with over 160,000 followers. The channel shows you how you can make their signature drinks at home . Also inspiration videos across the world and educational videos as well. On the official Starbucks website customers can give their own ideas of new products or add on to old ones and Starbucks take time to reply to these ideas (2017, February 13). One new simplistic , ingenious thing Starbucks had just came up with is the Starbucks app. No more preloading money onto the app , just linking your card or Apple pay, PayPal. On this app it allows customers to pay and order using the app itself. You do not have to just be a rewards member to use it. Pick up process takes less than five minutes, a fast and productive service using the app. If you're a person you goes to Starbucks everyday faithfully that they already know your name to write on the cup. Then the Starbucks Rewards card is right for you! Rewards card gives stars for everything you purchase, an everywhere you shop. 1 Star for every $4 you spend outside a Starbucks store. Customers look forward to Starbucks during the holidays with their biggest drink of all time the Pumpkin Spice Latte. Starbucks is known for their notorious marketing during the holiday season. From there cups a lot of controversy has happened. A few years Starbucks has dropped their christmas trees, an reindeers and went for a minimalist result with just the red cup.  A statement was released on why they did this, to have diversity and cultural belonging and inclusion for everyone. Starbucks is known for including everyone in their business so no-one is left out ! Not to many companies are like this.

Section 3: Analysis: Starbucks's Use of Big Data

Starbucks goes by a policy called the Third Place the three “P's”. This policy is with alignment with their mission statement as a welcoming environment where customers can come together and connect(2018, April 19). Starbucks says theses things but studies show they do not put faculties in urban areas until people started pointing it out. By this they opened five stores in 2016. Their goal for this opportunity is to hire over 100,000 youth between the ages 16-24. With meaningful jobs and education. With being an employee with Starbucks, you are about to get a bachelor's degree from Arizona State University  through the Starbucks College Achievement Plan with free tuition. Long as you  work an average of 20 hours per week and haven't had a bachelor's degree you're eligible for the program. Usually when businesses offer a college or any other type of co-sponsorship you either have to work with them longer or another type of commitment. With the College Achievement Plan there is no commitment after graduation from ASU.

On April 12, 2018 two young African American men were arrested at a Starbucks in Philadelphia. They were waiting for a friend for a business meeting. They had asked to use the restroom before they made a purchase and a employee told them no. So they sit back down , and were eventually asked to leave. They did not, so the employee called the police. A video was recorded and has gone viral viewed over a million times on social media . The men were arrested and shortly after were released. The people who had viewed the viral video have gone to Twitter boycotting Starbucks and having protests at the store.  Starbucks went on to apologize on social media with the following statement

"We apologize to the two individuals and our customers and are disappointed this led to an arrest. We take these matters seriously and clearly have more work to do when it comes to how we handle incidents in our stores. We are reviewing our policies and will continue to engage with the community and the police department to try to ensure these types of situations never happen in any of our stores” (Twitter, Starbucks).

Settling with a symbolic $1 each and a $200,000 program from officials for young entrepreneurs.  The two young men wanted something positive to come out of this experience. Starbucks have also offered the young men to help finish their bachelor degrees. Kevin Johnson the Chief executive of Starbucks has also offered to personally mentor them in the near future. Unquestionably, Starbucks have open all bathrooms. “In terms of the bathroom, we're going to have to make sure that – we don't want to become a public bathroom, but we're going to make the right decision 100 percent of the time and give people the key, because we don't want anyone at Starbucks to feel as if we are not giving access to you to the bathroom because you are less than,” he said in an interview with Atlantic Council. Since the incident Starbucks took initiative to close its stores in the United States on May 29th to give an anti-bias training to over 175,000 employees. As a company as big as Starbucks , I feel that shutting down the stores and giving a class on this is something big .Other stores should follow in their footsteps to improve  racial bias in this country.  A situation with Mc Donald's involving homeless people coming into their facility and just sitting in the restaurant without purchasing any food. The way Mc Donald's help relief the situation was coming up with the dollar menu. To give everyone less fortunate a chance to come inside and eat their food. StarbucksAfter the incident has happened I am concerned as a customer , as well as being an African American woman . Not making this about race, but Colored People are treated poorly in America. An as a customer that loves Starbucks, if I cannot go into a facility and sit down on my laptop and ask to use the restroom before I purchase. An have the police called on me than I wouldn't want to go , or purchase anything from them again.

Starbucks is one of the largest known companies worldwide as well as Mc Donald's. If they lower their cost like their competitors Mc Donald's without distorting the quality. Maybe the company would get more people and way more profit. With more ideas and deals within their business may attract more college students.

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