Identify the website, the sender, and perceived receiver.
My website of choice is Starbucks Company at https://www.starbucks.com/about-us. In reading through the “about us” section, one finds that Starbucks is a worldwide renowned coffee retailer ("About Us", 2017). The goal of the company is to get every customer out there be satisfied by the way the business is done. It is offering service while having the attachment with their clients. The sender of the message writes to communicate to the public of how unique the experience with Starbucks barista is. They concentrate on the feel of stretching an arm to hand over a cup of coffee to another hand stretched to receive ("About Us", 2017).
Besides marketing their high-quality coffee, the company values to high standards, the connection that they have with their customers and the communities (Kozinets et al., 2010). The reader of such a website receives information that the company they are reading about is not just operating in the U.S. but also in the world. The perceived receiver of this information is the customers and the communities who need to do business with the company. This form of communication is a smart one considering that anyone who wants to taste the experience of Starbucks can get in anywhere around the world even when they are outside the United States.
Delegate your assignment to our experts and they will do the rest.
Analyze the integrated business communication
Starbuck communicates enough information in the “about us” section that any person who looks to feel the experience wishes they could get it immediately. They make the potential customers curious to want to have the interaction (York, 2010). This makes the company stand out in the large coffee business environment. The customers are enticed to keep reading immediately they begin reading the website. One strategy that Starbucks utilizes the most is to create a feeling of care to catch the eye of the beholder as the key points trickle down their minds (Stuart et al., 2007). The curiosity in the spirit of the reader makes them eager to have the feel.
The website has several links that lead to various initiatives which may be of interest to the reader. Not only do they talk about the coffee sale, but the impact on the community and the environment as a whole (Stuart et al., 2007). They offer potential employment opportunities to people in over seventy-five countries all over the world. They have a link that takes the reader to available career paths and their descriptions. Starbucks concentrates intensely to the public or anybody going through their website that they are committed to building a heritage that protects the ethics of the community by purchasing ethically high-quality coffee and reducing their environmental footprint ("About Us", 2017). Starbucks is an open company that even allows the public to engage in various discussions on communities. They have that motto of making every place they go better than they found it. They provide information on the charity the company offers to the community.
Assess the media richness of the section
After reading the “about us” page, it is true to say that the Starbucks Company conveys the message in concrete, lean, and rich media. Although the sender and the receiver have no time to converse face-to-face, the message is sent and understood on all the fronts (Kozinets et al., 2010). The two parties have the ability to share feedback through emails, newsletters, and all social media platforms (Twitter, Facebook, Google +, Pinterest, and Instagram) ("About Us", 2017). The company gives their customers the ability to be enlisted in their mailing lists to get updates on the critical issues the company engages. Starbucks (sender) provides all the means that the receiver can contact them. The company has the information under the “contact us” section of their website to make the receiver ask any question, or provide comments regarding their (sender) website, service, products, or company. Another form of richness is evident in the manner in which the sender has shown their ability to shape commitment to the requirements of the receiver. The abundance can be seen in the availability of many clues in which the receiver and the sender can interact. The receiver may send negative feedback based on their interpretation of the heading they read. This may result from commenting before reading the subheadings, over analyzing the subheadings or misinterpreting them.
Describe how the media is framed
The framing of the message is outstanding and bold. This is not only delivered in the “About Us” section but also all through the subheadings in the entire website. The pictorials in the website show appealing images of the servings they do and the available orders (York, 2010). The site also offer the customers a sitemap and direction of the open stores and the Starbucks headquarter. They also convey the message of going green and community service the company carries out.
Identify Opinion Leaders
When Starbucks started off in the online market, they had a channel known as “mystarbucksIdea.com” way back in 2008 (Clanton, 2014). The channel was formed for customers to are aware of their brand in a more social forum. They were to air their grievances here too. The vice president of Starbucks Chris Abruzzo said that the website was not built as a marketing channel but an interaction one. They use this to create relationship with their customers. The current CEO, Howard Hultz has a form of leadership that is opinion oriented and allows the divergent views from every quarter believing that there is a better answer in them (York, 2010). Leadership of this kind has paid off to put Starbucks in the crest of customer relations, and even though the products are pricey, they maintain the loyalty of their clients (Clanton, 2014). Starbucks has made several opinion leaders across the organization structure led by the CEO, president, vice presidents, among others.
Make Recommendations for Improving Word Choice.
After reading the section, I found the words are properly structured to allow the reader view the exceptional experience buying in Starbucks. It is wonderful to see how the company allow for online forums including career choices. What I don’t find is the meaning of going worldwide. This is subject to translation. I recommend the company to have a translation of the words on the website so that everyone else who does not understand English can enjoy the benefits the same as the receivers who can speak and understand English.
References
About Us . (2017). Starbucks Coffee Company . Retrieved 15 April 2017, from https://www.starbucks.com/about-us
Clanton, S. (2014). Opinion Leaders and Social Media . Satoyarclanton.blogspot.co.ke . Retrieved 15 April 2017, from http://satoyarclanton.blogspot.co.ke/2014/01/opinion-leaders-and-social-media.html
Kozinets, R., de Valck, K., Wojnicki, A., & Wilner, S. (2010). “Networked narratives: Understanding word-of-mouth marketing in online communities.” Journal of Marketing, 74(2), 71-89.
Stuart, B. E., Sarow, M. S., & Stuart, L. (2007). Integrated Business Communication in a Global Marketplace. Hoboken, NJ: Wiley & Sons, Ltd.
York, Emily Bryson. (2010). “Starbucks gets its business brewing again with social media.” Retrieved 15 April 2017 from http://adage.com/article/special-report-digital-alist-2010/digital-a-list-2010-starbucks-brewing-social-media/142202/
