Digital Marketing Analysis Tool | Facebook

Digital Marketing
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Contents
Introduction......................................................................................................................................2
Overview of Starbucks....................................................................................................................2
Analysis of Facebook tool...............................................................................................................4
Some of the post by Starbucks on Facebook...............................................................................5
Strengths......................................................................................................................................6
Weaknesses..................................................................................................................................8
Using analytics to Measure..............................................................................................................9
Recommendation...........................................................................................................................11
Conclusion.....................................................................................................................................13
References......................................................................................................................................14

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Introduction
In the present era, for most of the companies, digital marketing has become a critical platform
that allows for reaching out to various markets and also the consumer segments. The influence of
the digital environment on the organisation and the marketers have to provide the response in an
effective manner by making use of the effective digital marketing techniques that add value for
the clients and also provide the support to the needs of the company. The report aims to perform
the role within the market function for Starbuck Company and to determine and recommend the
alternative digital marketing strategies and techniques that could potentially bring the rise in the
revenue, enhance the value of service for customers and engagement within Starbucks. The
digital marketing tool that has been selected for the analysis is Facebook that is used by the
company. The analysis of the company shows how the tool is currently used with the strength
and weaknesses of the company. Also, the review of the use of digital analytics that will
contribute to the success of the company is measured. In the end, the recommendations are
provided to the company for digital marketing.
Overview of Starbucks
Starbucks Corporation is a well-known American coffee company and also the coffeehouse
chain. The first store of the company was in Seattle, Washington in the year 1971 with the
motive to share the great coffee with the friends and provide the help to make the world a little
better. The mission of the company is to inspire and nurture the spirit of humanity which is one
person, one cup and one neighbourhood at a time (Starbucks, 2020).

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Size of organisation: -The company size of the organisation is big enough which is clear with
the fact that the company has increased the expansion of business by around two thousand at the
time of 2017 with the total of 27,339 stores by the end of the fiscal year (Lock, 2018). The
products of the company majorly include handcrafted beverages include freshly brewed coffee,
hot as well as iced espresso beverages, cold brew, nitro and other non-coffee blended beverages.
Target audience: - According to the research report, this has been witnessed that the target
audience for the Starbucks Company is men and women in the middle to the upper classes who
can afford the high priced beverages on the regular basis (Starbucks, 2020).
Competitors: - The major competitors of Starbucks include Dunkin Donuts and McDonald’s for
the top position as the coffee king for different years. Apart from this, Starbucks still has an edge
in the highly competitive US market with the fact that there is the presence of the wide number
of coffee and breakfast market and other chains are expanding as well as picking up the market
share.
Current digital marketing: - Starbucks Company is making use of the different digital
marketing tools and they are the early adopter in regards to the technology and a savvy user of
the data analytics. The company is making use of the digital technologies which include big data,
artificial intelligence that is essential to support direct marketing, sales, as well as the decisions
of the business. In digital technologies, the company make use of the social media tools which
include the use of Facebook, Instagram and many others. There are different digital marketing
techniques that Starbucks uses to provide the value to the clients and also to enhance the
retention rates. For marketing, the company run different campaigns which include charity
campaigns, mobile campaign, social media campaigns, and many others.