Case study analyses are an excellent way to see how business management practices play out in the real world. Whether the focus is on Finance, HR, Operations, or, in our case Marketing, well-written cases provide detailed examinations of the problems/opportunities a business faces, the actions it takes to address these, and the outcomes that resulted. Whether these outcomes were positive, negative or mixed, there is much to be learned from a careful reading of cases. For many MBA students, working with cases is one of their favorite learning experiences.
For the second assignment in our course, we have an excellent case on a well-known (and much-admired) company Starbucks. In 2015, Starbucks Corporation received 20% of its payments in the U.S. via its mobile app. It also discovered that 94% of Facebook users were fans of Starbucks or friends with fans. This case study explores Starbucks use of its mobile app, social media, and digital marketing, which helped to drive customer loyalty and increase its customer base, stock price, and revenues.
For this assignment, you will apply the key concepts from Weeks 1-7 of our course to evaluate the use of digital marketing technology, and recommend strategies to drive customer loyalty and increase customer base.
Instructions
1. Read the Starbucks Loyalty Reigns case.
2. Write a paper that addresses the following: a. Introduction (suggested length: 1- 2 paragraphs)
Give a brief summary explaining what is happening in this case.
What is the problem/opportunity facing Starbucks?
What actions were being considered to address the problem/opportunity?b. Analysis (suggested length: 1- 2 pages)
According to the case, what types of digital marketing tools and social media platform technologies does Starbucks currently use?
Has Starbucks used the correct digital marketing tools and social media platforms? Explain.
c. Recommendations (suggested length: 1- 2 pages)
How would you drive customer loyalty and increase customer base using the digital marketing tools and social media platforms differently? For example, if your research and analysis shows that the company would benefit from using specific mobile apps other than its own or a social media platform it is not currently using, explain why these digital marketing tools would be beneficial.
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