Coming for the people who want to engage

Coming to the social media, Starbucks makes a really
virtuous use of the social media as its marketing strategy. The first and
foremost thing they did was to offer free Wi-Fi to its customers. When anyone
talks about social media, Facebook, instagram comes in mind. So therefore, in
2008, Starbucks made their Facebook page and they have around more than
35million who have liked the page. On Instagram, they have more than 7 million
people who follow their page. So they use these two platforms for the people
who want to engage with them. Coming to tweeter, Starbucks regularly connects
with their customers by responding to their tweets and if there are any (DSIM, 2016)Service performance leads to measurement
of success

As we all know that if you need to keep your customers
then first you need to keep your employees happy. For Starbucks to keep
maintain their success and the reputation of the brand they needed to measure
the performance of the service properly. Starbucks made a mystery consumer tool
referred as the Customer Snapshot to measure the quality of their service. So
the anonymous person used to get a chance to visit the stores almost three times
in the time frame of a quarter. After this process was done, the person used to
rate the service; which were-  Speed of
the service, Cleanliness, Quality of the product and the Service. If the scores
of the company’s specific come high then obviously the company is doing well
and if it doesn’t then the company needs to look what is going wrong.

Starbucks Reached India

Starbucks tried coming to India in the year 2007 but
unfortunately that did not happen. However, Starbucks came to India in the year
2012. It entered the India with the help of the Tata group, as Starbucks India
is a joint venture with the Tata global beverages. In India, they opened almost
100 stores across different cities.(381). As Tata has a lot of experience in
the Indian market, they helped Starbucks to grow in India. As they have the TAJ
hotels, Tata decided to offer the Starbucks coffee in Taj hotels and thus they
also modified the menu of Starbucks in India. (Bharee, 2012).  The most important strategy for the success
of Starbucks in India was the leverage taken by the company of Tata’s coffee
bean farms and their facilities of roasting it. This helped the Starbucks to
make a feasible structure, which helped them in competing with the other local
coffee stores. (Gopalakrishna, Victor, & Fleishmann, 2016). As Starbucks
knew about the Indians and the Indian market so they decided to introduce their
tea brand in 2017 called as Teavana. This helped in expanding their business
more and also have an upper hand over their competitors. Starbucks planned a
strategy to save the wastage of food. They decided that they will never waste
the food which is not being sold rather they will give them to the poor or the
needy ones, like this the food sharing strategy of Starbucks came into action.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

DISCUSSION

Starbucks as a blue ocean strategy, since the start
the 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 an
unchallenged market and Starbucks has been able to do so. Starbucks were able
to attract the customers and also made the non-coffee persons into coffee
drinkers.  Starbucks has been a
successful brand since a long time; they have created their customer loyalty.
According to Starbucks they are not just serving coffee, actually they are
selling the atmosphere which attracts the customers to come again and again. As
we all know Starbucks has been dominating the coffee market since a long time
and despite the market has moving to the red ocean theory, Starbucks has been
trying its best to stay on the blue ocean. They adapted the innovative idea of
payments done by the mobile phones, so they launched an application for
it.  This strategy of Starbucks helped
them to introduce their loyalty program. The company gives some reward points
to the customers who pay them through the app itself and this helped them to
retain their customers and their loyalty with company. Through this
application, Starbucks eradicated many issues like the problem when there is no
change to give in cash and it also lessened the time people spend in just
seeing and deciding what to order.

Strategic planning process

First of all, I will talk about the five phases of
strategic planning i.e.

·      Development
of company’s mission statement

·      Exploring
and Evaluating the Environment

·      Set
the objectives, which you want to achieve

·      Make
appropriate strategies

·      Implementation
& Follow up

 

Discussing how the Starbucks Company has applied the
above process

When it comes to the mission statement, Starbucks’s
main mission is to make their customers go crazy about the coffee culture and
then to inspire them by offering the best coffee. They want to stimulate the
humans by serving one cup of coffee to one human in one area each time. The
mission statement also focuses on their strategies of expanding their business
and while they think of expanding they do not demoralize its essential values.

Second, when it comes to exploring and evaluating the
environment, Starbucks does a proper deep research of the environment in which
they are going to enter. They make sure that they know everything about the
market along with the needs and tastes of the customers of that particular
domain, so that they can modify and set their menu according to the results
they get.