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Social Media in promotional activity of Starbucks

   

Added on  2020-04-07

12 Pages2757 Words69 Views
RUNNING HEAD: Business ResearchBusiness ResearchSocial Media in promotional activity of Starbucks

Social Media in promotional activity of Starbucks 1Table of ContentsIntroduction................................................................................................................................2Project Objective........................................................................................................................2Project Scope..............................................................................................................................2Literature Review.......................................................................................................................3Research Questions....................................................................................................................6Research Design and Methodology...........................................................................................6Research Limitations..................................................................................................................7Time Schedule (Research plan).................................................................................................7Conclusion..................................................................................................................................9References................................................................................................................................10

Social Media in promotional activity of Starbucks 2Research Title: Social Media in promotional activity of StarbucksIntroductionThe assignment is based on the research report of the topic ‘Social Media in promotionalactivity of Starbucks’. Here the research will be done on the social media channels and itsbenefits or harms for the promotion of Starbucks. Starbucks uses social networks for takingthe advantage of the growing networks on social media channels. But there are differentopinions on the use of Social network channels for the business (Gallaugher and Ransbotham,2010). Some are of the opinion that it is the best channel used nowadays to promote businessand interact with people. It provides an opportunity to people to interact with the business.Also, Customer Relationship Management is possible because of the social media channels.While others say that it is just wastage of time and it can also hamper the reputation of thebusiness as people can post anything negative about the business on such media.Project Objective The main objective of the research is to analyze the effectiveness of the usage of social mediaon the revenue of the company. The other objective is to explore on the rate of social mediausage in the cafe industry for comparison with Starbucks. It is also to analyze the efficiencyof the media tools used by Starbucks in attracting more customer base. The research aims atanalyzing the new plans so that more options can be generated in the tools of social mediacampaigns. Also, to analyze the customer satisfaction level by going through the onlinereviews of customers for the company. Project ScopeSocial media can be used for internal and external communication purposes in the business.The media can be used by the business for making communication with their offshore clientsor to market and promote their business beyond international boundaries. The businesses aregetting help in making their supply chain management better by the integration of Web 2.0technologies. Basically, the efficiency of media tools will be discussed in the assignmentswhich are used by Starbucks. They manage the relationships with their customers through

Social Media in promotional activity of Starbucks 3these tools. So, the scope of the research is wide as many different views are given on the useof social media tools by the business and the comparative analysis is drawn between theadvantages and disadvantages of using social networks in Starbucks cafes. Literature ReviewMany companies make use of social networks so that they can promote their offerings online.This helps them in building long-term relationships and to improve the image of the brand(Burt, Kilduff and Tasselli, 2013). But on the other hand, Malthouse et al. (2013) suggest thatwhen the businesses use social media tools, they indulge in data mining processes to get thedetails about the customers which frustrate the customers as their privacy is interrupted. Thecafes nowadays use social media tools to promote their products online. They make use ofFacebook, Instagram or other social media platforms for the same. For e.g. Starbuckspromoted itself through a social campaign whose tagline was “Make Someone Smile-Sendthem a light Note”. This made the business successful in promoting its new products. The company used social media channels like Facebook and Twitter for the same. Thebusiness also uses an application where the users could earn points and this attracts lots ofusers to consume the offerings of Starbucks. It also promotes itself on Twitter with the helpof a campaign named ‘Tweet a coffee’. Here. The data about the users can be gained fromTwitter accounts and then they are accessed. It helps in accessing the mobile numbers, creditcard information and more. It was found by a research firm, Keyhole that 27000 Starbucksfans tweeted a coffee and thousands of them purchased gift cards online. It helped the coffeebusiness to sell coffee worth $180000 during the promotional campaign was going on (Tutenand Solomon 2014).The Business also used Instagram by posting the pictures of the people who work for thebusiness. They also post pictures of their customers who are holding the coffee mugs ofStarbucks in their hands. This effort of the company promotes it among the customers as theyare able to know the people who are behind the scenes and are after making coffee with greatquality and taste. Social media helps business in creating appeal for the business in the eyesof customers. For this, they use Pinterest where beautiful and attractive pictures can be postedabout coffee, machines used, coffee ingredients and other positive aspects of the business(Gong, 2015).

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