Coming to the social media, Starbucks makes a reallyvirtuous use of the social media as its marketing strategy. The first andforemost thing they did was to offer free Wi-Fi to its customers.
When anyonetalks about social media, Facebook, instagram comes in mind. So therefore, in2008, Starbucks made their Facebook page and they have around more than35million who have liked the page. On Instagram, they have more than 7 millionpeople who follow their page. So they use these two platforms for the peoplewho want to engage with them. Coming to tweeter, Starbucks regularly connectswith their customers by responding to their tweets and if there are any (DSIM, 2016)Service performance leads to measurementof success As we all know that if you need to keep your customersthen first you need to keep your employees happy. For Starbucks to keepmaintain their success and the reputation of the brand they needed to measurethe performance of the service properly.
Starbucks made a mystery consumer toolreferred as the Customer Snapshot to measure the quality of their service. Sothe anonymous person used to get a chance to visit the stores almost three timesin the time frame of a quarter. After this process was done, the person used torate the service; which were- Speed ofthe service, Cleanliness, Quality of the product and the Service. If the scoresof the company’s specific come high then obviously the company is doing welland if it doesn’t then the company needs to look what is going wrong. Starbucks Reached IndiaStarbucks tried coming to India in the year 2007 butunfortunately that did not happen. However, Starbucks came to India in the year2012. It entered the India with the help of the Tata group, as Starbucks Indiais a joint venture with the Tata global beverages. In India, they opened almost100 stores across different cities.
(381). As Tata has a lot of experience inthe Indian market, they helped Starbucks to grow in India. As they have the TAJhotels, Tata decided to offer the Starbucks coffee in Taj hotels and thus theyalso modified the menu of Starbucks in India. (Bharee, 2012). The most important strategy for the successof Starbucks in India was the leverage taken by the company of Tata’s coffeebean farms and their facilities of roasting it. This helped the Starbucks tomake a feasible structure, which helped them in competing with the other localcoffee stores. (Gopalakrishna, Victor, & Fleishmann, 2016). As Starbucksknew about the Indians and the Indian market so they decided to introduce theirtea brand in 2017 called as Teavana.
This helped in expanding their businessmore and also have an upper hand over their competitors. Starbucks planned astrategy to save the wastage of food. They decided that they will never wastethe food which is not being sold rather they will give them to the poor or theneedy ones, like this the food sharing strategy of Starbucks came into action.
DISCUSSIONStarbucks as a blue ocean strategy, since the startthe motive of Starbucks was to create a new perception for the coffee culture.Starbucks wanted their customers to enjoy the coffee rather than just having it.The first step of the theory is to create a market where there is anunchallenged market and Starbucks has been able to do so. Starbucks were ableto attract the customers and also made the non-coffee persons into coffeedrinkers. Starbucks has been asuccessful brand since a long time; they have created their customer loyalty.
According to Starbucks they are not just serving coffee, actually they areselling the atmosphere which attracts the customers to come again and again. Aswe all know Starbucks has been dominating the coffee market since a long timeand despite the market has moving to the red ocean theory, Starbucks has beentrying its best to stay on the blue ocean. They adapted the innovative idea ofpayments done by the mobile phones, so they launched an application forit. This strategy of Starbucks helpedthem to introduce their loyalty program. The company gives some reward pointsto the customers who pay them through the app itself and this helped them toretain their customers and their loyalty with company.
Through thisapplication, Starbucks eradicated many issues like the problem when there is nochange to give in cash and it also lessened the time people spend in justseeing and deciding what to order. Strategic planning process First of all, I will talk about the five phases ofstrategic planning i.e.
· Developmentof company’s mission statement· Exploringand Evaluating the Environment· Setthe objectives, which you want to achieve· Makeappropriate strategies· Implementation& Follow up Discussing how the Starbucks Company has applied theabove processWhen it comes to the mission statement, Starbucks’smain mission is to make their customers go crazy about the coffee culture andthen to inspire them by offering the best coffee. They want to stimulate thehumans by serving one cup of coffee to one human in one area each time. Themission statement also focuses on their strategies of expanding their businessand while they think of expanding they do not demoralize its essential values.
Second, when it comes to exploring and evaluating theenvironment, Starbucks does a proper deep research of the environment in whichthey are going to enter. They make sure that they know everything about themarket along with the needs and tastes of the customers of that particulardomain, so that they can modify and set their menu according to the resultsthey get.