Starbucks' communication strategy is made up of mixed tactics, including advertising, media use, social sponsorship, publicity, public relation, launch offers, and expenditure. The activities are aimed at getting close to customers and potential clients. The communication methods are intended to influence the consumer’s final decisions of purchasing Starbucks’ products. Starbucks has invested in its communication strategy; for example, in 2016, the company spent over 378.7 million dollars on marketing, advertising activities, and launching new offers (Alwaleed, Al Huwail, Singh, & AlMejhem, 2019). The company recognizes the importance of getting to the customers with the correct message and convincing them to consume its products. The continuous adverts create publicity for Starbucks at the international level.
Starbucks uses media channels and social networking sites for communication purposes. Consumers can interact and provide feedback through social networking sites such as Twitter, Facebook, and Instagram. Starbucks’ sponsorship programs are aimed to promote their brand. In 2015, for instance, Starbucks Corporation gave twenty-nine million dollars, where fourteen million went to Starbucks Foundation and the community-building programs such as the Global Fund (Krishna, 2018). Public relations are also used to communicate Starbucks' objectives. Some of the notable public relations in the company are the honesty policy, improving customer services, and quick response to amend any issues related to products and services.
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Currently, I am working in Consumer Service, where I can integrate some approaches from the Starbucks communication strategy. The use of social media platforms to get to the client, advertise to them about the services I offer, and seek feedback. Response from the consumers will guide my decisions on any changes or improvements I may need to change. Enhancing public relations, for example, taking responsibility for my actions, such as apologizing to a consumer who was not happy about the services provided. I will promote honesty and transparency, which will promote customer loyalty, a case seen in Starbucks.
References
Alwaleed, N., Al Huwail, N. H., Singh, S., & AlMejhem, A. (2019). A Case Study on STARBUCKS. Journal of the community development in Asia , 2 (2).
Krishna, C. G. (2018). Starbucks Communication Strategies–More Than Just a Cup of Coffee. IUP Journal of Soft Skills , 12 (3), 23-53.
