Starbucks: Digital Technologies, Innovation & Growth - Case Study

This case study delves into Starbucks' utilization of digital technologies to drive innovation and growth. It employs both qualitative and quantitative analysis to evaluate the company's performance, particularly focusing on its social media presence and customer engagement strategies. The analysis reveals Starbucks' strengths in leveraging digital platforms and its commitment to customer satisfaction. The report also identifies areas for improvement and provides recommendations for enhancing the company's digital strategies, including prioritizing technology, leveraging artificial intelligence, and implementing integrated digital marketing strategies. The conclusion emphasizes the crucial role of digital technologies in the success of modern businesses and highlights the importance of continuous innovation to maintain a competitive edge.

Digital Technologies

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Qualitative and quantitative analysis of information .................................................................3
Recommendations.......................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES:...............................................................................................................................8
Books and Journals.....................................................................................................................8
Online..........................................................................................................................................8

INTRODUCTION
This report aims to analyse the data of the company so that improvements and growth can
be examined. The use of digital technology is enhancing day by day. The use of both qualitative
and quantitative tools is done to evaluate the performance. This report is based on Starbucks. It is
an American multinational chain of coffeehouses and roastery reserves. The headquarters of
company are in Seattle, Washington (Starbucks, 2022). They are using digital tools to enhance
their performance, so the evaluation of services provided is done in the report. In the end, some
recommendations for the innovation and growth of the company are mentioned.
MAIN BODY
Starbucks is a multinational organisation. It is the largest coffee house chain in the world.
The company works on providing quality services to the customers and have operations in
around 83 countries. They are able to understand that digital technology plays a vital role in
success of the company.
Qualitative and quantitative analysis of information
Quantitative method: The analysis of numerical data is known as quantitative method.
It is seen that the use graphs, pie chart is done to evaluate and analyse the information. It is
examined that Starbucks has effective performance on social media platforms (Chuang, 2019).
The company is using all the platforms in effective manner to reach customers.

This is data from Facebook of Starbucks. The company is able to reach more customers.
They videos and posts of the company are attracting the customers towards the company. It helps
the company to attract more and customers towards the organisation.
It is seen that, there are various coffee brands that work on engaging the customers.
Starbucks is able to gain advantage over all the competitors by using strong strategies. The
Illustration 2: https://www.socialinsider.io/blog/facebook-engagement-rate-of-
coffee-brands-from-us/

company is able to convert the customers towards the brand. It is necessary for the company to
use best tools and techniques that will help them to attract more customers (Bryukhovetskaya
and et.al., 2020).
Starbucks has good following on the social media platforms. It is necessary to note that, they
gave over 36 million followers on Facebook, 11 million on Twitter and 12 million on Instagram.
The company is able to convert the customers. It is important to analyse the charts and diagrams
in effective manner to know about the real functioning of the company.
Qualitative method: This is the method of analysing the theory. There is no use of
numbers and the performance of the company is evaluated. In relation to, Starbucks the company
always focuses on their customers and work to enhance the performance of the company
(Oliveira, 2020). By satisfying the needs and wants of the customers they are able to enhance
their experience. The company is able to know about the requirement of the customers by taking
their feedback seriously. By solving the queries of the customers a company is able to attain
success. The company is able to achieve high performance due to the selection of location. The
company sets their outlet at busy areas and that helps the company to attract more and more
people. At the same time, the quality services offered by the company make their operations
successful (Alwaleed and et.al., 2019). The company works effectively on digital platforms.
They use updated ways of marketing such as social media marketing, SEO, e-mail marketing that
makes them successful. The company uses effective strategies that are useful for them. They
keep track on the policies used by competitors and work on providing better. It helps the
company to beat the competitors and gain advantage over them. The use of digitalisation is
beneficial for the company and its success.
Service provision: There are variety of service being provided by Starbucks. The
company provide quality products and have operations in various parts of world. The company
uses digital platforms and maintains good security. There is use of social media and the same
benefits the company is attracting more customer's. The strong passwords and use of encryption
helps the company to keep the data safe and secure. Starbucks also uses AI to take effective
decisions (Subramaniam, 2020). There is need of working according to the security provisions
so that company is able to save themselves against crimes. It is necessary to follow all the
policies and attain an advantageous performance. The strict policies of the company are

sometimes problematic for the employees. There is need to assure that the information of the
company is use in effective manner and it leads to success of the enterprise.
Recommendations
Starbucks must keep technology at priority. It will help the business organisation to know
about the details of the customers. The use of artificial intelligence will help the company to
know about the trend and use the same to serve the needs and wants of customers. The use of
such strategies benefit the company's growth. The use of right social media strategy will help the
company to reach more customers. The use of integrated digital marketing strategy is necessary
for the success of company. They must also provide training to the employees so that they are
able to use latest technology. Technical training is required by the employees and they are able to
carry on their work in better manner. Training makes the employees confident and they perform
better. The world is turning digital and the use of latest technology will make the organisation
achieve objectives. All the complex decisions are taken with the help of machine learning and
this makes the company successful.

CONCLUSION
From the above report, it is analysed that digital technologies play an important role in
success of the business. The use of latest technology helps the business to carry on the work
effectively. The qualitative and quantitative methods are being used to evaluate the performance
of the company. In the end, recommendation are mentioned that will make company more
successful.

REFERENCES:
Books and Journals
Alwaleed, N and et.al., 2019. A case study on Starbucks. Journal of the Community
Development in Asia (JCDA), 2(2).
Bryukhovetskaya, S.V and et.al., 2020. Management of digital technology development in the
national economy. In IOP Conference Series: Earth and Environmental Science (Vol.
421, No. 4, p. 042018). IOP Publishing.
Chuang, H.J., 2019. Starbucks in the world. HOLISTICA–Journal of Business and Public
Administration, 10(3), pp.99-110.
Oliveira, S.I.S.D., 2020. Growth is not over for Starbucks, it is empowered by digital and
geographic expansion (Doctoral dissertation).
Subramaniam, T.V., 2020. Impact of social media on digital marketing: starbucks marketing
strategy on Twitter. Case study, 2, pp.1-7.
Online
Starbucks, 2022. [Online] Available through: <https://www.starbucks.com/about-us/>