The Role of IT in the Starbucks Corporation

Running head: STARBUCKS CORPORATION
STARBUCKS CORPORATION
Name of student
Name of university
Author’s note:

1
STARBUCKS CORPORATION
Table of Contents
Introduction....................................................................................................................2
Discussion......................................................................................................................2
Recommendation 1.....................................................................................................2
Recommendation 2: service delivery.........................................................................3
Recommendation 3: enhancing the payment process................................................4
Conclusion......................................................................................................................4

2
STARBUCKS CORPORATION
Introduction
This report aims to discuss how IT can be used in the Starbucks corporation. Three
recommendation has been chosen from the case study of the Starbucks corporation and the
role of IT for identifying how this recommendation can be implemented in the organisation.
Lastly, this report conclude with an appropriate conclusion for this report.
The company, Starbucks Corporation is the American company that was founded in
1971 and it is established in Seattle (Chua & Banerjee, 2013). This company specialises in
the coffee all around the world and it provides the best services to the customers with their
best quality coffee.
Discussion
Recommendation 1
Business expansion: data mining and the business analysis can help in the expansion
of the business in the new markets. The market research helps in gaining insight of the
market where the company are intending to expand their business. The use of big data can be
done for analysing the markets and then strategic analysis can be conducted for gaining the
appropriate result from the data (Aiello & Dickinson, 2014). The use of IT provides the
descriptive, prescriptive and predictive analysis of data and then it collaborates with the
executives for assisting to make the valuable decisions of business.
Management information system: The role of big data in the expansion of the
businesses is significant but with the help of the management information system, the
company can use the results of the big data efficiently. The MIS provides the companies with
the access to the data of sales, levels of productivity and the expenses. This leads to the

3
STARBUCKS CORPORATION
tracking of the profitability over significant time, then maximise the return on the investment
and then identify the areas of problem.
Marketing for the growth of business: With advent of the digital marketing, the
businesses tend to improve their name and state on the internet platform. The IT solutions
could ensure the strong, sustained support of marketing by caring the needs of the backend
like the integration of the SEO in the CRM and several other systems of marketing (Van den
Hurk, 2014). This can also provide the organisation with the increased knowledge regarding
the targets of the market and the behaviour of buying and the requirements.
Resource management: The complex processes and the increased data can be
monitored and maintained efficiently with the help of IT. The cloud based storage can be
implemented for storing the data of the organisation and the ERP solutions allows the
executives to obtain the view of the resources of the organisation.
Recommendation 2: service delivery
Mobile devices: As the growth of the use of mobile devices in increasing in the recent
times, the company can utilise this technology to provide the services to the customers in
their home. The customer service experience can be enhanced using this technology (Smith
Maguire & Hu, 2013). The websites can be designed as mobile-friendly and any dedicated
application of the customer service with the chatbots for enhancing the customer service.
Internet of Things: number of devices and the sensors are connected with the internet
today. These devices have the capability of the offering the remote monitoring that is real-
time. with leveraging these devices, the company can enhance the service experience of the
user in the products (Hymel, 2014).
Cloud: The cloud computing can be used for the enhancement of the services to the
customers in their home. The data of the customer food behaviour and the services can be

4
STARBUCKS CORPORATION
provided according to these behaviours. This would increase the market in of the company in
the service delivery aspect and with the implementation of the cloud, the company can obtain
the data of the monitoring services of the delivery executives.
Recommendation 3: enhancing the payment process
In earlier days, the companies used to perform the transaction manually and with the
growth of the computer based transaction processing system, the companies tend to
implement this technology for simplifying the transaction process. The error levels in the
transaction processing system is reduced and the error caused by the humans would be
eliminated with the computerised transaction process (Wu, 2017). The implementation of the
computerised transaction system eliminates the loss of data as all the data is monitored by the
computers and the database maintains the data with improved security for keeping track of
the details of the transaction.
Conclusion
Therefore, it can be concluded that the company can use the technology of IT for
enhancing the business functions. The company, Starbucks Corporation is the American
company that was founded in 1971 and it is established in Seattle. The use of big data can be
done for analysing the markets and then strategic analysis can be conducted for gaining the
appropriate result from the data. The IT solutions could ensure the strong, sustained support
of marketing by caring the needs of the backend like the integration of the SEO in the CRM
and several other systems of marketing. The cloud computing can be used for the
enhancement of the services to the customers in their home. The error levels in the
transaction processing system is reduced and the error caused by the humans would be
eliminated with the computerised transaction process.

5
STARBUCKS CORPORATION
References
Chua, A. Y., & Banerjee, S. (2013). Customer knowledge management via social media: the
case of Starbucks. Journal of Knowledge Management, 17(2), 237-249.
Aiello, G., & Dickinson, G. (2014). Beyond authenticity: A visual-material analysis of
locality in the global redesign of Starbucks stores. Visual Communication, 13(3), 303-321.
Van den Hurk, H. (2014). Starbucks versus the People. Bulletin International for
Taxation, 68(1), 27-34.
Smith Maguire, J., & Hu, D. (2013). Not a simple coffee shop: local, global and glocal
dimensions of the consumption of Starbucks in China. Social Identities, 19(5), 670-684.
Hymel, K. (2014). Do parking fees affect retail sales? Evidence from Starbucks. Economics
of Transportation, 3(3), 221-233.
Wu, H. C. (2017). What drives experiential loyalty? A case study of Starbucks coffee chain
in Taiwan. British Food Journal, 119(3), 468-496.