Case Study: Impact of Social Media Marketing on Starbucks Coffee

This case study examines the impact of social media marketing on Starbucks Coffee, a multinational food and hospitality firm. It explores the firm's use of social media and digital marketing to promote its products and services. The study investigates the types of marketing strategies employed, the effectiveness of online and digital tools, and the overall impact on the company's operations and customer engagement. The research utilizes a qualitative approach, collecting primary data through interviews with Starbucks staff. The study references key literature to support its findings, including works by Kumar et al. (2016) and Felix, Rauschnabel, and Hinsch (2017), which explore the effects of social media on customer behavior and strategic social media marketing frameworks, respectively. This case study available on Desklib provides a comprehensive analysis of Starbucks' marketing strategies, including the impact of social media, and how they influence sales and customer behavior.

Case study

Table of Contents
TITLE..............................................................................................................................................1
“Impact of Social media marketing on a multinational Food and hospitality firm.” ......................1
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REFERENCES ...............................................................................................................................3

TITLE
“Impact of Social media marketing on a multinational Food and hospitality firm.”
Background Study
Starbucks Coffee is a American coffee house that operates all over the world and ios well
recognised for its coffee based products and services. Started in 1971, it operates in about 41
countries with 24,218 active outlets. In the recent time the firm has seen the proper management
of the business operations and activities that will help in proper handling of the business
operations. Thus, looking at the current scenario, the coffee house firm has decided to
incorporate the proper management of the social media based, digital marketing that will
improve the quality of effectiveness of the operations in much suitable way. The mass media
based promotional operations have proved out to be an effective and suitable tool to market out
the services and products and services in much effective and significant way.
Aim:
“To identify the impact of social media marketing on a multinational Food and hospitality firm.
A case study of Starbucks Coffee.”
Objectives:
 To evaluate the types of marketing strategies.
 To analyse the impact of social media marketing operation's on a multinational firm like
Starbucks.
 To analyse the online and digital marketing tools adopted by Starbucks Coffee to
promote its products and services in much suitable way.
Research Questions
 Are you aware about the online and social media based marketing?
 Is Starbucks Coffee effectively uses the social media based marketing?
 Are the digital promotional measures that are been taken within the firm are adequate for
the Starbucks Coffee?
Literature review
A proper assessment of the social media based marketing and digital promotional
measures will help the organisation to carry out the effective placing of the organisation in the
market. The proper management of the effective placing of the digital markleting tools will help
the proper management of organisational marketing approaches will help the fir to improve the
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quality of operations and action plans that will help the firm to improve its understanding
towards digital marketing. As per the views Felix, Rauschnabel and Hinsch, 2017, this will
require the organisation to enhance the quality of products and services that will improve the
proper management of the business operations and activities that will help in improving the
quality of business operation and revenue generation. Besides this, the research of Kumar and
et.al., 2016 states that the proper management of the business activities will help in improving
the sales of the products and services of Starbucks Coffee and improving the quality of business
activities using the social media marketing tools and operations.
Research Methods: effective research methodology will be used within the organisation that
will help the Coffee house to carry out the promotional research in much effective way. For the
present research or data assessment process, qualitative research approach is been selected with
the collection of primary data using the interview of staff of Starbucks Coffee.
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REFERENCES
Books and journals
Kumar, A. and et.al., 2016. From social to sale: The effects of firm-generated content in social
media on customer behavior. Journal of Marketing. 80(1). pp.7-25.
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media marketing:
A holistic framework. Journal of Business Research. 70. pp.118-126.
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