Analyzing Business Communication at Starbucks Australia

This report examines business communication strategies at Starbucks Australia, focusing on the impact of social media on customer relationships. It begins with an introduction highlighting the importance of social media in the competitive business environment and its role in developing customer relationships. The background section discusses the significance of internet and social media in modern business, emphasizing their role in public relations and brand image development. The context section analyzes Starbucks' challenges in the Australian market due to communication issues and decreasing customer interest. The proposal outlines the report's structure, including an introduction, background, problem statement, theoretical analysis, and recommendations. The report reviews relevant literature and suggests strategies for improving communication and customer satisfaction, ultimately aiming to provide actionable recommendations for Starbucks to enhance its business communication practices and regain market share in Australia. The report also includes a comprehensive list of references supporting the analysis.

Running head: BUSINESS COMMUNICATION IN STARBUCKS AUSTRALIA
Business communication in Starbucks Australia
Name of the student
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1BUSINESS COMMUNICATION IN STARBUCKS AUSTRALIA
Table of contents
Introduction.................................................................................................................................................2
Background.................................................................................................................................................2
Context........................................................................................................................................................2
Proposal.......................................................................................................................................................2
References...................................................................................................................................................3

2BUSINESS COMMUNICATION IN STARBUCKS AUSTRALIA
Introduction
In the competitive business industry, social media has become an important key driver in
terms of developing an effective customer relationship (Revella, 2015). Due to increasing uses of
social media in daily life, it has become an effective medium to develop relationship with the
customers. The study aims to demonstrate whether social media has significant impact on
interacting with the customers or not. Depending on the business practices it will be easier for
the company to deal with the business practices (Scott, 2015). It has been identified that due to
rapid improvement in technology, customers are getting various options for being connected
with the organizations. In this situation it has become challenging for the organizations to select
one medium to develop customer relation. Hence, the study will shed light on examining the role
of social media in case of improving communication with thee customers and identify the
challenges, which create barriers in business communication process.
Background
In terms of upgrading the communication system, internet and social media have played a
significant role in modern business industry. In terms of Scott (2015), public relationship
development has become main aim of the company for sustaining in the competitive business
environment. On the other hand, Gillin and Schwartzman (2010) stated that in case of
establishing strong brand image, the role of social media is very influential. Stabilizing the
business to business marketing channel, social media is being used as the professional
communication tool. Image designing is an important part of communication. By introducing
attractive images through the internet, the organizations can attract the target market segment. As
stated by Revella (2015), it is true that understanding the needs and demands of the current
business trend, the organizations needs to focus on introducing better knowledge to the

3BUSINESS COMMUNICATION IN STARBUCKS AUSTRALIA
customers regarding its products and services. With this initiative it will be easier for the
company to gain competitive advantages.
Context
Examining the current communication in Starbucks, it has been identified that Starbucks
has faced massive failure in the Australian market (Starbucks.com.au, 2018). Due to decreasing
customer interest, Starbucks has faced the challenges in Australian market. Due to
unprofessional communication between the employees and customers, rate of productivity as
well as the business benefits have got affected. In order to deal with the situation, the company
needs to focus on understanding the needs and demands of the target segment. It cannot be
denied that Australia has a good coffee culture, in case of maintaining the standard Starbucks
will focus on gathering better knowledge regarding the customer expectation. This strategy can
help to improve the customer satisfaction practices in the workplace.
Proposal
Outline of the report
Introduction
The report will introduce the topic namely business communication and role of social
media in developing the business communication process.
Background of the research
Importance of business communication for sustaining in the competitive market will be
discussed.
Problem statement

4BUSINESS COMMUNICATION IN STARBUCKS AUSTRALIA
Challenges faced by the organization due to lack of maintenance of customer relationship
in the workplace and its impact.
Theoretical analysis
Different articles will be reviewed demonstrating the impact of social media in business
communication.
Conclusion and recommendation
Examining the entire research and challenges faced by the organization, this part will
suggest measurable recommendations.

5BUSINESS COMMUNICATION IN STARBUCKS AUSTRALIA
References
Gillin, P., & Schwartzman, E. (2010). Social marketing to the business customer: Listen to your
B2B Market, generate major account leads, and build client relationships. John Wiley &
Sons
Revella, A. (2015). Buyer Personas: How to Gain Insight In to Your Customer's Expectations,
Align Your Marketing Strategies, and Win More Business. John Wiley & Sons.
Scott, D. M. (2015). The new rules of marketing and PR: How to use social media, online video,
mobile applications, blogs, news releases, and viral marketing to reach buyers directly.
John Wiley & Sons
Starbucks.com.au (2018). Retrieved from: https://www.starbucks.com.au/Home.php [Accessed
on 9th Nov, 2018]