Reference no: EM133313389

Questions

1. Through research or personal interview, map the decision-making process for selecting this application and discuss the strategic considerations in play for this selection (i.e., is the solution compatible with the various other tools employed throughout the Starbucks, etc.).

2. Explain the process in which Starbucks defines the customer journey, as well as what the parameters for the customer data are.

3. Consider the Starbucks's approach to customer communication and the various strategies. Research how the organization chooses their segmentation policy and the various considerations that were or are in place for this process. When researching their consumers, determine how the organization targets their consumers. Discuss whether this strategy or more reactive or proactive, and through independent research, discuss the success or failure of the campaign.

4. Discuss how Starbucks measures success and reveal some of the KPIs used in this determination. (or write down what KPIs should be added in place)

5. Isolate a specific example of a marketing campaign or communication strategy. Based on your research, analyze the overall objectives for the campaign, the goals, and, more specifically, the KPIs for this campaign. Based on your research, was the campaign a success? If so, what are the indicators for its success? Was the campaign a failure? What were the indicators used to determine the failure?

6. Identify three strengths and three opportunities for improvement in Starbucks.

7. Make a recommendations section for overcoming any weaknesses or facing threats in the market for Starbucks. Your solutions must include secondary research, and where possible, draw in examples of this solution used in other organizations.