Starbucks doesn’t sell coffee it sells human connection this makes a big difference in how schultz articulates the vision behind the brand howard schultz is responsible for turning starbucks into the experience we know today after a trip to italy in the 1980s, he returned to america dedicated to recreating the espresso bar culture. Consumers can “sample” over 30 blends of coffee find starbucks coffeehouse locations, or learn about starbucks hear music®, where customers can “burn personalized cds, use listening stations to explore musical recommendations, enjoy a handcrafted starbucks® beverage, or surf the web at (a) t-mobile wi-fi enabled coffee bar” (starbucks, 2008. Our public affairs, communications and community team includes our corporate social responsibility, community involvement, and diversity and inclusion groups we’re a large group of partners (over 50) that promotes and protects the starbucks brand reputation (internally and externally) all around the world, in many ways. Today there are 15,000 starbucks stores in 50 different countries (starbucks website, nd) swot analysis – strengths, weaknesses, opportunities and threats (swot) this section presents a swot analysis for starbucks swot is a method of market analysis this familiar acronym stands for strengths, weaknesses, opportunities and threats.
External communication of starbucks swot -opportunities one of the opportunities presented to starbucks is the growth in coffee market in the united states, specialty coffee sector accounts for approximately 15% of the total retail coffee market which is equivalent to $21billion.
Starbucks is actually one of the most employee friendly companies, but it suffers from the same problem most large organizations have: lack of communication with front-line employees most of the communications that came through were things we were required to read. Starbucks corporation’s business overview from the company’s financial report: “starbucks is the premier roaster, marketer and retailer of specialty coffee in the world, operating in 75 countries. In addition, starbucks’ convenient store locations add to the coffee chain’s appeal as customers can seemingly find a starbucks on almost every corner in 2017, the company operated 13,930 stores in the us and 13,409 stores internationally, making it the largest coffee chain in the world. Starbucks also disseminates internal information online via its partner portal for major announcements of environmental programs, starbucks executives use the company-wide voicemail system at starbucks, internal communication is a two-way channel.
In setting the communication objective of starbucks are playing important that are advertising and other integration marketing communication tools. Starbucks is effective in its corporate social responsibility efforts, although more effort is needed with regard to the stakeholder group of coffee farmers, as well as the issues of youth rates and tax avoidance in some regions.