JWI 518: Marketing in a Global Environment-According to the case what types of digital marketing tools and social media platform technologies does Starbucks currently use?

JWI 518: Marketing in a Global Environment-According to the case what types of digital marketing tools and social media platform technologies does Starbucks currently use?

JWI 518: Marketing in a Global Environment
Academic Submissions and Evaluation

JWI 518 – Assignment 2 (1186) Page 1 of 4
Assignment 2: Case Study Analysis – Digital Marketing Tools
Due Week 7, Sunday (Weight: 20%)
“Brand is who you are, brand is what you stand for, and brand is what you represent as an organization”
Jack Welch
Overview
Case study analyses are an excellent way to see how business management practices play out in the real
world. Whether the focus is on Finance, HR, Operations, or, in our case – Marketing, well-written cases
provide detailed examinations of the problems/opportunities a business faces, the actions it takes to
address these, and the outcomes that resulted. Whether these outcomes were positive, negative or mixed,
there is much to be learned from a careful reading of cases. For many MBA students, working with cases is
one of their favorite learning experiences.
For the second assignment in our course, we have an excellent case on a well-known (and much-admired)
company – Starbucks. In 2015, Starbucks Corporation received 20% of its payments in the U.S. via its
mobile app. It also discovered that 94% of Facebook users were fans of Starbucks or friends with fans. This
case study explores Starbucks’ use of its mobile app, social media, and digital marketing, which helped to
drive customer loyalty and increase its customer base, stock price, and revenues.
For this assignment, you will apply the key concepts from Weeks 1-7 of our course to evaluate the use of
digital marketing technology, and recommend strategies to drive customer loyalty and increase customer
base.
Instructions
1. Read the “Starbucks’ Loyalty Reigns” case.
2. Write a paper that addresses the following:
a. Introduction (suggested length: 1- 2 paragraphs)
Give a brief summary explaining what is happening in this case.
What is the problem/opportunity facing Starbucks?
What actions were being considered to address the problem/opportunity?
JWI 518: Marketing in a Global Environment
Academic Submissions and Evaluation

JWI 518 – Assignment 2 (1186) Page 2 of 4
b. Analysis (suggested length: 1- 2 pages)
According to the case what types of digital marketing tools and social media platform
technologies does Starbucks currently use?
How has the use of these digital marketing tools and social media platforms led to
customer loyalty and increased growth?
Has Starbucks used the correct digital marketing tools and social media platforms?
Explain.
c. Recommendations (suggested length: 1- 2 pages)
How would you drive customer loyalty and increase customer base using the digital
marketing tools and social media platforms differently? For example, if your research
and analysis shows that the company would benefit from using specific mobile apps
other than its own or a social media platform it is not currently using, explain why these
digital marketing tools would be beneficial.
Note: You should also view the company’s website and recent SEC filings to help
inform your recommendations.

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