Digital Marketing Strategy for Starbucks Australia

INDIVIDUAL
REPORT

Contents
MAIN BODY..................................................................................................................................3
1.Identifying purpose of the site..................................................................................................3
2.Web Business Model................................................................................................................3
3.Target Marketing strategy.........................................................................................................4
4.Online consumer behaviour issues...........................................................................................4
5.Dynamic Forces........................................................................................................................5
6 7C’s of customer interface........................................................................................................6
7.WebQual...................................................................................................................................6
8.E-CRM and its effectiveness on online Branding....................................................................7
REFERENCES................................................................................................................................9

MAIN BODY
1.Identifying purpose of the site
Digital business and digital marketing opportunities: Starbucks Australia is being engaged
in making use of digital method of marketing promotion. In this they are able to reach out large
range of consumers at a lower cost. They are serving their products and services online that
supports customers in buying the services provided by Starbucks with just one click. Online
services are also being provided 24*7 (Rezende and et.a., (2017).
Owned, paid and earned media: Starbucks Australia can increase marketing of their
products through earned media. Like for example when consumer tag Starbucks while posting
pictures on Facebook, the company is earning profit. They are also earning when users put
hashtag Starbucks Australia on their post on Instagram. There products gained huge publicity
when in HBO Game of Thrones, Starbucks coffee mug appeared. Starbucks Australia also their
own web properties like for example consumer can order coffee from Starbucks app or even
from their websites (Lewis, (2017). They are also promoting products on all social media
channels like Facebook, Instagram and even on Twitter. Company is also making use of paid
media for increasing marketing of their product like for example pay per click.
2.Web Business Model
Key Partners:
The key partners
on which
Starbuck
Australia rely
upon is suppliers,
outside traders,
producers of
coffee
Key activities:
Coffee beans
Seasonal
products
Complementary
products and
pastry.
Key Resources:
Finance, human
resources,
acquiring coffee
related
equipment’s.
Product
innovation staff
and store
managers are of
most important
to them.
Value
proposition:
Unique selling
proposition of
Starbucks
Australia is that
they provide high
quality coffee
bean. They make
consumer drink
standard quality
of product.
Customer
relationship:
Starbucks
Australia provide
cards to their
premium
consumers as a
reward for their
loyalty. In this
they provide
huge discount to
consumers.
Customer Channels: Cost structure: Revenue B2B and B2C: