MKT690 SNHU Starbucks Situational Analysis For Communication Solution

Anonymous
timer Asked: Feb 19th, 2019
account_balance_wallet $60

Question Description

Selected Company: Starbucks, Inc. https://www.starbucks.com/

Instructions

Submit your situational analysis for communication solution. It should be a complete, polished artifact containing all of the critical elements of the final product. It should reflect the incorporation of feedback gained throughout the course.

Overview

The final project for this course is the creation of a situational analysis for communication solution. The use of communication strategies in the corporate world is not a new concept. All companies, large or small, use communications in an attempt to link stakeholders to an organization and to produce favorable outcomes. Managing and orchestrating internal and external communications within an organization to accomplish desired objectives is one goal of a marketing communications strategy. For your final project, you will choose a U.S.- based company that markets its products and/or services internationally. Your task is to analyze the company’s situation and provide solutions through appropriate types and styles of communications. The project is divided into three milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final submissions. These milestones will be submitted in Modules One, Three, and Five, with the final submission due in Module Nine.

In this assignment, you will demonstrate your mastery of the following course outcomes:

Differentiate between types of communication strategies for the most appropriate approach in achieving the target goal

Assess internal and external corporate communications for their potential legal, compliance, and brand implications to stakeholders

Analyze communication strategies in international environments for intercultural repercussions on organizational or brand image

Evaluate the consistency of communications with management strategies for target markets and brand values

Compose communications consistent with corporate objectives that meet pre-determined situational needs

Prompt

Your artifact should answer the following prompt:

What variables must be considered when crafting appropriate communications for particular situations?

Specifically, the following critical elements must be addressed:

I. Background:

Give a brief overview of your chosen company, including the types of products, markets it operates in, and its brand values (i.e., what the brand means to you).

II. Scenario 1:

Envision the following situation: An overseas contractor that is a major supplier to your chosen company has recently been revealed as one that operates with poor working conditions for employees (uses child labor, pays low wages, requires long hours, no benefits, etc.). Based on this scenario:

a) For both internal and external audiences, differentiate among the major types of communication strategies by defining the most appropriate type(s) (informational, educational, and/or persuasive) and the intended target audience, and explain why the particular type was chosen (purpose).

b) Craft internal and external communications that correlate with the chosen strategies.

c) For each communication, address the legal, compliance, and brand implications to stakeholders. This means, what legal aspects must be considered with the communication? What compliance issues need to be considered? How could the brand be affected?

III. Scenario 2:

Your chosen company approves a policy to tackle discrimination in the workplace. Examples of possible discrimination topics include gender, racial, religious, or age discrimination.

a) For both internal and external audiences, differentiate among the major types of communication strategies by defining the most appropriate type(s) (informational, educational, and/or persuasive) and the intended target audience, and explain why the particular type was chosen (purpose).

b) Craft internal and external communications that correlate with the chosen strategies.

c) For each communication, address the legal, compliance, and brand implications to stakeholders. What legal aspects must be considered with the communication? What compliance issues need to be considered? How could the brand be affected?

IV. International Differences

a) Internal:

For your chosen company, imagine you are working in the human resources department based in the home country (the United States) and are tasked with communicating to employees in both the United States and one other country. To communicate effectively, you decide that different versions of the same type of communication are needed, containing the same essential information. Analyze this style of communication and provide justification for its use. Provide an example in which there were cultural differences and room for a possible breakdown in communication.

b) External:

Advertising for international companies involves being aware of cultural differences. For your company, select advertising that is utilized in more than one country for similar products or services. Examine the different components of the advertising element.

V. Target Market and Brand Value:

For your chosen company, select an advertisement used in the home market and determine its consistency with management strategies in regard to:

a) Target market(s)

b) Brand value

Guidelines for Submission:

The situational analysis must follow these formatting guidelines: double spacing, 12-point Times New Roman font, and one-inch margins, and discipline-appropriate citations.

MKT 690: Final Project Guidelines and Rubric Overview The final project for this course is the creation of a situational analysis for communication solution. The use of communication strategies in the corporate world is not a new concept. All companies, large or small, use communications in an attempt to link stakeholders to an organization and to produce favorable outcomes. Managing and orchestrating internal and external communications within an organization to accomplish desired objectives is one goal of a marketing communications strategy. For your final project, you will choose a U.S.-based company that markets its products and/or services internationally. Your task is to analyze the company’s situation and provide solutions through appropriate types and styles of communications. The project is divided into three milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final submissions. These milestones will be submitted in Modules One, Three, and Five, with the final submission due in Module Nine. In this assignment, you will demonstrate your mastery of the following course outcomes:      Differentiate between types of communication strategies for the most appropriate approach in achieving the target goal Assess internal and external corporate communications for their potential legal, compliance, and brand implications to stakeholders Analyze communication strategies in international environments for intercultural repercussions on organizational or brand image Evaluate the consistency of communications with management strategies for target markets and brand values Compose communications consistent with corporate objectives that meet pre-determined situational needs Prompt Your artifact should answer the following prompt: What variables must be considered when crafting appropriate communications for particular situations? Specifically, the following critical elements must be addressed: I. Background: Give a brief overview of your chosen company, including the types of products, markets it operates in, and its brand values (i.e., what the brand means to you). II. Scenario 1: Envision the following situation: An overseas contractor that is a major supplier to your chosen company has recently been revealed as one that operates with poor working conditions for employees (uses child labor, pays low wages, requires long hours, no benefits, etc.). Based on this scenario: a) For both internal and external audiences, differentiate among the major types of communication strategies by defining the most appropriate type(s) (informational, educational, and/or persuasive) and the intended target audience, and explain why the particular type was chosen (purpose). b) Craft internal and external communications that correlate with the chosen strategies. c) For each communication, address the legal, compliance, and brand implications to stakeholders. This means, what legal aspects must be considered with the communication? What compliance issues need to be considered? How could the brand be affected? III. Scenario 2: Your chosen company approves a policy to tackle discrimination in the workplace. Examples of possible discrimination topics include gender, racial, religious, or age discrimination. a) For both internal and external audiences, differentiate among the major types of communication strategies by defining the most appropriate type(s) (informational, educational, and/or persuasive) and the intended target audience, and explain why the particular type was chosen (purpose). b) Craft internal and external communications that correlate with the chosen strategies. c) For each communication, address the legal, compliance, and brand implications to stakeholders. What legal aspects must be considered with the communication? What compliance issues need to be considered? How could the brand be affected? IV. International Differences a) Internal: For your chosen company, imagine you are working in the human resources department based in the home country (the United States) and are tasked with communicating to employees in both the United States and one other country. To communicate effectively, you decide that different versions of the same type of communication are needed, containing the same essential information. Analyze this style of communication and provide justification for its use. Provide an example in which there were cultural differences and room for a possible breakdown in communication. b) External: Advertising for international companies involves being aware of cultural differences. For your company, select advertising that is utilized in more than one country for similar products or services. Examine the different components of the advertising element. V. Target Market and Brand Value: For your chosen company, select an advertisement used in the home market and determine its consistency with management strategies in regard to: a) Target market(s) b) Brand value Milestones Milestone One: Company Selection Guidelines In Module One, you will submit your company selection. It should include an ordered list of two to three companies that you have selected for this project, along with a company overview that introduces each company, justifies how each company meets the required criteria, and includes your rationale for selection. The instructor will use this milestone submission to approve your company selection for your final project. Therefore, it is important that you consider the final submission critical elements as you develop your list of companies. This milestone is graded with the Milestone One Rubric. Milestone Two: Conditions Communication Strategy In Module Three, you will submit the conditions communication strategy for the presented scenario. For the communication strategy, select either informational, educational, or persuasive communication strategies, or you may choose an approach that utilizes a combination of these strategies. Your strategy will depend on the nature of the message along with the target audience. This milestone is graded with the Milestone Two Rubric. Milestone Three: Discrimination Communication Strategy In Module Five, you will submit the discrimination communication strategy for the presented scenario. For the communication strategy, select either a defensive or offensive communication strategy, or you may choose an approach that utilizes a combination of these strategies. Your strategy will depend on the nature of the message along with the target audience. This milestone is graded with the Milestone Three Rubric. Final Submission: Situational Analysis for Communication Solution In Module Nine, you will submit situational analysis for communication solution. It should be a complete, polished artifact containing all of the critical elements of the final product. It should reflect the incorporation of feedback gained throughout the course. This submission will be graded using the Final Project Rubric. Deliverable Milestones Milestone Deliverables 1 Milestone One: Company Selection 2 Milestone Two: Conditions Communication Strategy 3 Milestone Three: Discrimination Communication Strategy Final Product: Situational Analysis for Communication Solution Module Due One Grading Graded separately; Milestone One Rubric Three Graded separately; Milestone Two Rubric Five Graded separately; Milestone Three Rubric Nine Graded separately; Final Project Rubric Final Project Rubric Guidelines for Submission: The situational analysis must follow these formatting guidelines: double spacing, 12-point Times New Roman font, and one-inch margins, and discipline-appropriate citations. Critical Elements Background Exemplary (100%) Meets “Proficient” criteria, and overview is detailed but concise and clearly outlines the required components Proficient (90%) Provides a brief overview of the chosen company, including the types of products, markets it operates in, and its brand values Scenario 1: Type/Target/Purpose Meets “Proficient” criteria, and justification of the appropriateness of the communication is supported with relevant examples Accurately identifies each type of communication needed for internal and external communications and the intended target audiences, with suitable justifications of why the type is appropriate for the situation Scenario 1: Internal and External Communications Meets “Proficient” criteria, and communications address the situation in a clear and succinct manner Crafts appropriate communications in type and style for both internal and external stakeholders that adequately address the situation presented in the identified scenario Scenario 1: Implications Meets “Proficient” criteria, and assessment includes possible ways to address the identified implications Assessment of legal, compliance, and brand implications/issues is sufficiently detailed for each communication Needs Improvement (70%) Provides an overview of the chosen company, but misses some important aspects of the types of products, markets it operates in, and its brand values Identifies each type of communication needed for internal and external communications and the intended target audience, giving reasons why the type is appropriate for the situation, but the type or intended target is not correctly identified or the justification is not suitably detailed Crafts communications for both internal and external stakeholders, but the style or type is not appropriate or the communication does not adequately address the situation presented in the identified scenario An assessment of legal, compliance, and brand implications/issues is made for each communication, but the assessment is lacking in detail or is missing one or more components (legal, compliance, or brand) Not Evident (0%) Does not provide an overview of the chosen company Value 6 Does not identify each type of communication needed for internal and external communications and its intended target audience, or does not give reasons why the type is appropriate for the situation 8 Does not craft communications for both internal and external stakeholders for the situation presented in the identified scenario 8 Does not perform an assessment of legal, compliance, and brand implications/issues for each communication 8 Scenario 2: Type/Target/Purpose Meets “Proficient” criteria, and justification of the appropriateness of the communication is supported with relevant examples Accurately identifies each type of communication employed and its intended target audience, with suitable justifications of why the type is appropriate for the situation Scenario 2: Internal and External Communications Meets “Proficient” criteria, and communications address the situation in a clear and succinct manner Crafts appropriate communications in type and style for both internal and external stakeholders that adequately address the situation presented in the identified scenario Scenario 2: Implications Meets “Proficient” criteria, and assessment includes possible ways to address the identified implications Assessment of legal, compliance, and brand implications/issues is sufficiently detailed for each communication International Differences: Internal Meets “Proficient” criteria, and the example is analyzed to include ways the breakdown could have been avoided Analyzes the strategy behind creating versions of communications involving similar critical information, offers justification for its use, and provides an example involving cultural differences and a possible breakdown in communication Identifies each type of communication employed and its intended target audience, giving reasons why the type is appropriate for the situation, but the type or intended target is not correctly identified or the justification is not suitably detailed Crafts communications for both internal and external stakeholders, but the style or type is not appropriate or the communication does not adequately address the situation presented in the identified scenario An assessment of legal, compliance, and brand implications/issues is made for each communication, but the assessment is lacking in detail or is missing one or more components (legal, compliance, or brand) Analyzes the strategy behind creating versions of communications involving similar critical information and offers justification for its use, but does not provide an example involving cultural differences, or analysis is lacking in detail Does not identify each type of communication employed and its intended target audience or does not give reasons why the type is appropriate for the situation 8 Does not craft communications for both internal and external stakeholders for the situation presented in the identified scenario 8 Does not perform an assessment of legal, compliance, and brand implications/issues for each communication 8 Does not analyze the strategy behind creating versions of communications involving similar critical information or offer justification for its use 10 International Differences: External Meets “Proficient” criteria, and reasoning provided is complex and supported with examples Selects an advertising component utilized in more than one country for a similar product or service that illustrates significant differences, determines and details the variances, and provides reasoning for these differences Selects an advertisement used in the home market and determines its consistency with management strategies with regard to groups or individuals to whom it is targeted Advertisement: Target Market Meets “Proficient” criteria, and target market is illustrated through specific examples Advertisement: Brand Value Meets “Proficient” criteria, and brand value is illustrated through specific examples Selects an advertisement used in the home market and determines its consistency with management strategies with regard to the brand value portrayed in the advertisement Articulation of Response Submission is free of errors related to citations, grammar, spelling, syntax, and organization and is presented in a professional and easy-to-read format Submission has no major errors related to citations, grammar, spelling, syntax, or organization Selects an advertising component utilized in more than one country for a similar product or service, but component does not illustrate significant differences, the variances are not detailed, or reasoning for these differences is limited Selects an advertisement used in the home market and determines its consistency with management strategies, but the discussion is not adequately detailed with regard to the groups or individuals to whom it is targeted Selects an advertisement used in the home market and determines its consistency with management strategies, but the discussion is not adequately detailed with regard to the brand value portrayed in the advertisement Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas Does not select an advertising component utilized in more than one country for a similar product or service 10 Does not select an advertisement used in the home market and determine its consistency with management strategies with regard to the target market 8 Does not select an advertisement used in the home market and determine its consistency with management strategies with regard to brand value 8 Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas 10 Earned Total 100%
Branding All businesses benefit from developing a brand and working hard to make sure it remains a recognizable representation of the organization. This means businesses need to develop a strong brand identity to ensure it remains at the forefront of consumer minds to help make purchase decisions easier. Effective branding combines a number of major factors, including marketing, public relations, advertising, the company logo, and any promotional material orcommunication that illustrates the company’s core values. Brand Is Important Branding is the platform that a corporation uses to differentiate itself from its competition. It enables the company to attach a personality and attitude to the product and the company. This is what enables people to relate to the company or the product, enabling the corporation to establish a relationship with its target audience. This is important, as it encourages loyalty to the brand, thereby solidifying future relationships. However, for this process to work effectively, communication needs to be consistent with the brand image and continually reinforce the positioning of that brand and its values. High levels of visibility, transparency, and consistency usually characterize organizations with the strongest reputations. In this context, consistency refers to the degree to which organizations communicate consistent messages through all internal and external communication channels (Cornelissen, 2014). McDonald’s provides a good example of brand consistency with its approach to global advertising that utilizes core elements of the company’s brand image while reflecting local interests and values, as can be seen in the 31 Creative Ads From McDonald’s – Are You Loving It? These examples illustrate that while the communications do not have to look exactly the same, there is a degree of color cohesion with the same color palette being used, along with the same visual style, font size, and spacing of the logo. Advertising Versus Branding Advertising and branding are not the same, although some do confuse them. The American Marketing Association has defined advertising as any paid form of non-personal presentation of idea, goods, or service by an identified sponsor. Branding, on the other hand, takes a larger perspective, as a brand is built with consistent consumer experiences delivered by the organization, not just promises in marketing communication or advertising (Fernandez, 2004). So advertising can use the brand to promote the product, but branding does not necessarily utilize advertising. Advertising is therefore about communicating what the corporation has to offer through mediums such as coupons, posters, radio and TV advertising, or the internet, to name a few. The difference between a customer who knows the brand and one who does not has been likened to the difference between asking a stranger on the street to go to coffee, and asking a friend (Garrett, 2014). Note that public relations, sales promotions, and personal selling are not considered advertising. Advertising involves a “paid by sponsor” aspect because it is designed, controlled, and paid for by the company. It is usually persuasive in nature— persuading consumers to “feel” a certain way about the brand or to either try or buy the product. However, it can also be informational, giving consumers information on the product or service, especially if it is new to the marketplace. As already discussed, brand-related communications influence the meanings associated with the brand while creating an image for the brand in the minds of the target audience. Advertising and public relations, on the other hand, increase brand awareness and thereby increase the probability that a company’s products and services, jobs, or shares will be remembered favorably when making a purchase decision (van Riel & Fombrun, 2006). Consequently, advertisements are designed to raise people’s awareness of the brand, while brand-related communication works on how people interpret that brand, what they think of it, or how they relate to it. Corporate Advertising Corporate advertising does not advertise the company’s products or services. Rather, it concentrates on developing or maintaining an image for the company. A very appropriate example of this would be the Benetton advertisement linking United Colors of Benetton with the World Food Program (Benetton, 2014). Corporate advertising’s main objective is to draw out features about the company that it thinks will appeal to its constituencies. The Benetton advertisement focuses on Benetton’s desire to inform the public of the company’s status in social responsibility issues, such as feeding the hungry. There is no mention of any of its retail products. Obviously, the company also hopes that this strategy will eventually boost sales. Another example that illustrates this reasoning for undertaking corporate advertising can be seen in the videoProcter & Gamble's Corporate Advertising Campaign, which discusses the approach adopted by Procter & Gamble, a name that a large number of people do not (yet) associate with many of the products they buy on a regular basis. Conclusion As has been discussed here and in earlier modules, branding is an important part of any communication program, but it is not the only part. Advertising plays its part and utilizes the brand to help promote the product and corporation. Apple, for example, adopted a corporate branding approach with the use of its logo and has also adopted a product sub-branding approach with the use of the terms iPod, iPhone, and iPad. While these are all synonymous with the Apple brand, they have also been developed as brands in their own right. The advertising around them aims to raise awareness in an attempt to create a favorable response. This in turn impacts the decision-making process when it comes to making a purchase and is a perfect example of how advertising and branding are closely linked, yet completely different. References Benetton. (2014, August 23). United colors of Benetton: Food for life. Retrieved from http://www.benetton.com/food/press/index.html Cornelissen, J. (2014). Corporate branding. In J. Cornelissen, Corporate communication: A guide to theory & practice (pp. 72–76). London, UK: Sage. Fernandez, J. (2004). The rise of global advertising. In J. Fernandez, Corporate communications: A 21st century primer (pp. 101–102). New Delhi, India: Sage India Pvt Ltd. Garrett, C. (2014, February 28). Branding vs. advertising. Brand Twist. Retrieved from http://brandtwist.com/advertising/branding-vs-advertising-know-the-difference-to-grow/ van Riel, C., & Fombrun, C. (2006). Essentials of corporate communications. In C. van Riel, & C. Fombrun, Essentials of corporate communications (p. 8). Florence, KY: Routledge.
Running head: CONDITION COMMUNICATION STRATEGY Milestone Two: Conditions Communication Strategy Corporate Communications 18TW2 Southern New Hampshire University 1 CONDITION COMMUNICATION STRATEGY 2 Communication Context To deliver the high-quality coffee that Starbucks is known for, there is a need to acquire the highest grade of coffee. For Starbucks to maintain the high standard coffee there is a need to make sure that the suppliers maintain a high level of integrity. This integrity is monitored and during a recent routine check-up, it was realized that one of the international coffee suppliers operates with poor working conditions in their coffee farms. The international supplier employs children at their farm, requires long working hours, has no benefits and no health insurance policies for employees, and uses abusive tendencies to exploit the underprivileged employees. Communication Need Starbucks has a high level of ethical maintenance standards that all stakeholders have to strive to adhere to. The internal stakeholders mainly employees who strive to maintain high standards are at risk of having their morale shuttered as well as worry on the security of their jobs. The confidence of the investors in the management and revenue generation is likely to be damaged while the board of directors may express their doubts in the competency of the supplier as well as the impact of the scenario on public reputation of Starbucks (Cornelissen, 2011). The external stakeholders, beginning with customers may protest Starbucks products. Regulators will have increased audits on the firm's processes and the potential investors and franchisers may shy away from engaging with Starbucks. The potential loss of revenues, as a result, is a massive issue to consider. Conditions Communication Strategy There is a need to reassure both the external and internal stakeholders that the company is striving to maintain its high ethical standards. Furthermore, there is a need to show that the CONDITION COMMUNICATION STRATEGY 3 company does not support the poor working conditions used by the international supplier. One option is to release a general statement that denounces the engagement with the supplier. Another option is using both persuasive and educational communication strategies to address the scenario. This approach is the most appropriate since there is a need to persuade the stakeholders that the company is making all necessary efforts to rectify the situation. To quantify the persuasive communication, there is a need to use educational communication to educate stakeholders on the ethical practices that Starbucks implements. Type of Internal Communication and Purpose The type of communication that will be used for internal communication is the persuasive communication strategy. The use of persuasive communication strategy is necessary for getting the internal stakeholders to transform their thinking in favor of the company’s perspective. Additionally, there is a need to influence positive social behavior by creating an attitude change. The purpose of using persuasive communication is to convince the employees and investors to work towards the company's goals, unify the team, and encourage the employees to support the company in the troubling times. This is an important step in winning external support. Since the employees are the first point of contact with the external stakeholders especially consumers, they can easily influence the view of the consumers in favor of the company. Internal Target Audience The target audiences are the employees, the board of directors and investors. The employees are an integral part of the success of Starbucks. They are responsible for delivering the service to the consumers and implementing the various goals of the company to achieve the vision. The board of directors and investors has a viable stake in the company and influence the CONDITION COMMUNICATION STRATEGY 4 decisions of the company. Investors can help boost revenue by attracting customers and bringing in new lines of business and credit. There is a need to boost their confidence in the company and get them to continue providing support for the company. Internal Draft Communication From: Starbucks Coffee Company To: Employees, Board of Directors, and Investors Starbucks Coffee Company is devoted to ensuring that all its stakeholders are comfortable in their positions for improved performance. To this end, Starbucks holds its ethical compliance to a high level of standards. Our dedicated employees, the honorable board of directors, and esteemed investors are highly appreciated for your continued support for this core value of the company. One of our international suppliers has been engaging in poor operating tactics including child labor exploitation, overworking workers, and low benefits. Starbucks does not support this form of employee discrimination and as such we have terminated the services of the supplier until they comply with the labor laws. We regret the above scenario and are working to ensure there is no repeat in the future. We are committed to ensuring that all employees are well compensated, enjoy all the benefits, are not overworked, and that all their efforts are duly recognized and rewarded. We are optimistic that the supplier will soon comply with the labor laws. Until the supplier complies with the labor laws, they will not be reinstated as a supplier to the company. Meanwhile, we have made alternative plans to receive our usual high-quality inventory from a worthy supplier. Your continued support to the company is highly encouraging and supported. Sincerely, CONDITION COMMUNICATION STRATEGY 5 Starbucks Company. Type of External Communication and Purpose The type of communication purpose that will be used for external communication will use both persuasive and educational communication strategies. The use of persuasive communication is important for ensuring that the external stakeholders still value the service that we offer and show them that we do not engage in employee exploitation strategies. The use of educational strategy is necessary to educate the external stakeholders on the internal control processes that we have in place to maintain a high ethical standard. The purpose of persuasive and educational communication is to convince the customers and other external stakeholders that we are a highly ethical company that has a high standard of ethical values. This is important for maintaining our reputation and consequently customers. Target Audience The target audience is the customers, regulators, and the general public. The customers are the purpose of existence of Starbucks. The service and products that we offer are targeted to the customers and they bring revenue to the organization (Riel & Fombrun, 2007). The regulators allow for the smooth operation of the company by licensing and setting industry standards for operation. The general public has interests in the company from being potential investors to being franchises. There is a need to ensure that the external stakeholders are convinced that Starbucks is a morally upright company that remains committed to a high level of service delivery. External Draft Communication From: Starbucks Coffee Company CONDITION COMMUNICATION STRATEGY 6 To: Our Customers, Regulators, and the General Public Starbucks is committed towards the improvement of the society that surrounds us. From the foundation of the company, Starbucks has maintained a high level of ethical compliance especially in handling its dedicated employees. Our employees are a big part of the Starbucks family and we ensure to make sure that they are duly compensated, are not overworked, and that they receive all their benefits. To this extent, it is unfortunate that one of our suppliers has been found engaging in unethical employee manipulation behavior. We do not support this behavior. Starbucks Coffee Company, through its human resource department, ensures that all the products and services offered are prepared by employees who are well treated. Any incidences of employee harassment are handled internally in the most appropriate manner by our disciplinary committee. Starbucks Coffee Company has since terminated its contract with the international supplier until they comply with all the necessary labor laws as stipulated in all our supplier contracts. Starbucks offers its willing cooperation into any investigations into the matter. We hope for a speedy resolution in the case. We assure everyone that our services will remain uninterrupted and look forward to your continued engagement. Sincerely, Starbucks Coffee Company. CONDITION COMMUNICATION STRATEGY References Cornelissen, J. (2011). Corporate communication: a guide to theory and practice. Third Edition. Sage Publications. ISBN-1446241890 Riel, B. M. C., Fombrun, J. C. (2007). Essentials of Corporate Communication: Implementing Practices for Effective Reputation Management. Routledge. ISBN-0415328268 7
Running head: DISCRIMINATION COMMUNICATION STRATEGY Module Five Milestone Three: Discrimination Communication Strategy Southern New Hampshire University Corporate Communications 18TW2 1 DISCRIMINATION COMMUNICATION STRATEGY 2 Communication Context The recent case about discrimination of two African-American customers at Starbucks raised the issue of racism in the organization set up. Starbucks employees ought to carefully handle their clients to promote customer retention and a positive image for the firm. My communication approach focuses on the proper comprehension of communication strategies that can avoid any future occurrences of discrimination in the firm environment (Holmes &Stubbe, 2015). The communication strategy also focuses on effective approaches that the internal and external environment of the firm can use to curb future cases of discrimination like age, gender, race, religion. The main goals of the communication strategy include the development of effective communication channels in the organization and with the customers of Starbucks. Communication Need The issue of racism in the Starbucks environment represents the major reason for the need for effective communications at the firm. The growth of Starbucks depends on both external and internal stakeholders of the firm. The stakeholders who have major issues in the case represents the employees. The employees involved in the discrimination case ought to receive effective communication approaches to meet the needs of different customers. The customers, however, as stakeholders, also have the responsibility to keep well behavior and courtesy in the firm’s environment. The stakeholders also ought to receive proper communication channels effective in addressing any existent issues. The firm’s management also represents stakeholders who ought to formulate and carry out effective communication channels at the firm (McCluney, Roberts, & Wooten, 2017). The management possesses the responsibility of ensuring that the discrimination communication strategy of the firm remains implemented after the presentation. DISCRIMINATION COMMUNICATION STRATEGY 3 Internal Communication The type of internal communication focuses on using team collaboration to promote persuasion and education in the internal environment of the organization. The use of collaborative support in the work environment about dealing with discrimination remains effective since the initiative remains implemented through discussions. Also, presenting the discrimination issue to a team helps to realize collective and effective results in a comprehensive way. The discussions can take the form of morning briefs about various aspects that the firm ought to consider like the promotion of equal treatment of all the firm's customers. The approach can help in persuading and educating the Starbucks environment over matters of discrimination (Hynes & Veltsos, 2018). The case of discrimination represents a major issue not only in the organization but in the nation. The use of a team to make sure the complete abolishment of racism in the organization remains vital in solving the problem. The intended audience represents the employees of the firm. The employees, especially the cashiers, stay in contact with customers. Therefore, if any sector receives a lot of individuals, then it must stay as the employees. Addressing the group as the focus group assists to realize any prevalent issues existent leading to the discrimination. Also, the selected group remains in direct contact with the discriminated group. Internal Draft Communication From: Starbuck Coffee Company To: Employees The mission and purpose of Starbucks remains appropriate offering of services to all customers for the promotion of customer retention and contribution to the broader community. DISCRIMINATION COMMUNICATION STRATEGY 4 The regulations described by the Company suggest that it remains essential for all employees to treat all customers with fairness and equality. The recent case of racial profiling by some of the Company’s employees continues to act in opposing directions with the firm's terms and conditions. Discrimination in the organization remains utterly unacceptable in the work environment. The employees should work in groups to solve the issue of racism and to avoid any repetition of the same. The employees are required to report any cases of foul treatment from customers instead of acting on instincts. The organization, thus, guarantees that it will investigate any and all acts of future cases involving discrimination. On behalf of the organization, we ought to keep up the original standards of the firm through equality and open-mindedness in the work environment. Our employees ought to adopt a proactive mindset that focuses on equality among all customers. Starbucks will ensure that all employees attend training that will help them understand and know that the company does not tolerate any type of discrimination with employees and/or customers. Each Starbucks employee will attend these trainings that will be starting in the next two weeks. In order to ensure that all our employees attend this training, we will be sending out a training schedule and each manager will schedule each of his or her employees to undergo this training. Sincerely, Starbucks Coffee Company. External Communication Social media represents an appropriate external communication applicable in the case. The purpose of the approach remains to give information and persuade customers to take a different approach to the firm's reputation. Starbucks already possesses a strong representation on the social media platform. The recent case of racism at the firm drove a nationwide debate DISCRIMINATION COMMUNICATION STRATEGY 5 about the reputation of the firm, its essence in society, and its mistakes (Holmes &Stubbe, 2015). Therefore, using social media to present its case can stay beneficial, especially in clearing its name. The firm can use the platform to lay the right facts of the incident while persuading the public about initiatives in place to curb any future occurrences of discrimination in the organization. The intended target audience for the approach represents the customers of the organization. Starbucks customers understand that the firm not only sells useful products but also promotes a culture of wellness and equality. Social media can help the firm to convince its customers of its primary purpose all over again. External Draft Communication From: Starbucks Coffee Company To: Starbucks Customers Starbucks represents more than a firm looking to increase revenue without the practical consideration of its customers. The recent case of discrimination in the organization has revealed some gaps in our business, , especially regarding its relationships with our customers. However, we here at Starbucks recognize the importance of diversity in the communities in which we serve, and we have already begun to set in place initiatives to avoid the repetition of instances of bias and discrimination in the future. Some approaches include using teamwork to develop a friendlier and more equal environment promoted by our organization, as we understand the importance of making all our patrons feel welcomed. Therefore, Starbucks guarantees that its customers should receive proper attention and consideration at all times. Starbucks management would like to thank its loyal customers for the support and patience they continuously give us while we take measures to ensure there will be no repetition of these types of incidents moving forward. DISCRIMINATION COMMUNICATION STRATEGY 6 Sincerely, Starbucks Coffee Company. Conditions Communication Strategy The discrimination case in Starbucks called for a significant focus on both the internal and external environment of the firm and their relationship. The firm also possesses the responsibility of proving that it does not support discrimination in any form. Another alternative approach the firm could use remains through contacting the victims in the case and apologizing for the actions. The firm can make the approach in the eye of the public to make sure transparency (Cheung, King, Lindsey, Membere, Markell, & Kilcullen, 2016). The act can help in preserving reliance and trust among its customers. The firm can also carry out new agencies in the organization strictly focused on preventing any further occurrences of discrimination. Introducing a new sector can help to educate more on the issue of discrimination and the knowledge of effective approaches in dealing with the same. DISCRIMINATION COMMUNICATION STRATEGY 7 Reference Cheung, H. K., King, E., Lindsey, A., Membere, A., Markell, H. M., & Kilcullen, M. (2016). Understanding and reducing workplace discrimination. In Research in personnel and human resources management (pp. 101-152). Emerald Group Publishing Limited. Holmes, J., & Stubbe, M. (2015). Power and politeness in the workplace: A sociolinguistic analysis of talk at work. Routledge. Hynes, G. E., & Veltsos, J. R. (2018). Managerial communication: Strategies and applications. SAGE Publications. McCluney, C. L., Roberts, L. M., & Wooten, L. P. (2017). It Takes Courage: Lessons Learned from Starbucks’# RaceTogether Campaign Case Study. In Developing Leaders for Positive Organizing: A 21st Century Repertoire for Leading in Extraordinary Times (pp. 95-108). Emerald Publishing Limited.

Tutor Answer

eetorres
School: UT Austin

Here you go! Let me know if you need any edit 😀

Running head: FINAL PROJECT

1

Situational Analysis for Communication Solution

Institution Affiliation

Date

FINAL PROJECT

2
Background

Starbucks, Inc. is a United States coffee company and coffeehouse chain. Founded in
1971 in Washington, Starbucks has operations in over 28 thousand locations around the globe
(Starbucks Coffee Company, n.d.). The products that the company sells to its customers include
coffee drinks, tea, smoothies, and sandwiches. Starbucks has outlets in every continent. The
company’s suppliers are also distributed around the globe. Starbucks has a powerful brand. The
brand is known by many people all around the world. The quality of the company’s products, its
marketing effort, and advertising are some of the things that have helped create a highly valuable
brand (Starbucks Coffee Company, n.d.). Effective public relations and communication have
also been crucial in the creation of a strong brand. Starbucks’ public relations (PR) team engages
well with all primary stakeholders. The PR team is keen on ensuring that the firm maintains a
good public image.
Scenario 1
Starbucks is a law-abiding corporation. The firm obeys all international and national
laws. The company also has standards that it holds itself up to and requires that all its suppliers
adhere to the same standards. An oversee supplier of Starbucks has been revealed to be as one
that subjects employees to poor working conditions. The supplier utilizes child labor, subjects
employees to more extended working hours with no benefits, and poorly pays its employees. The
law and Starbucks' supplier code of conduct prohibit such practices.
Type of Internal Communication and Purpose
The kind of communication that will be used for internal communication is the
persuasive communication strategy. The use of persuasive communication strategy is necessary

FINAL PROJECT

3

for getting the internal stakeholders to transform their thinking in favor of the company's
perspective. Additionally, there is a need to influence positive social behavior by creating an
attitude change. The purpose of using persuasive communication is to convince the employees
and investors to work towards the company's goals, unify the team, and encourage the employees
to support the company in troubling times. This is an essential step in winning external support.
Since the employees are the first point of contact with the external stakeholders especially
consumers, they can easily influence the view of the consumers in favor of the company.
Internal Target Audience
The target audiences are Starbucks’ employees, the corporation’s board of directors, and
investors. The employees are an integral part of the success of Starbucks. Employees ought to be
targeted in the communication as they run the company’s operations and should be persuaded
that the firm in no way supports the conduct of the rogue supplier. The board of directors
governs the company and report to Starbucks’ investors. They need to be persuaded that the
management was unaware of the supplier’s conduct. Investors care about their investment in the
company, and bad publicity might risk their investment. They need to be persuaded that
Starbucks will handle the problem competently.
Internal Communication
From: Starbucks Coffee Company
To: Employees, Board of Directors, and Investors
Starbucks Coffee Company is devoted to ensuring that all its stakeholders are
comfortable in their positions for improved performance. To this end, Starbucks holds its ethical
compliance to a high level of...

flag Report DMCA
Review

Anonymous
awesome work thanks

Similar Questions
Hot Questions
Related Tags
Study Guides

Brown University





1271 Tutors

California Institute of Technology




2131 Tutors

Carnegie Mellon University




982 Tutors

Columbia University





1256 Tutors

Dartmouth University





2113 Tutors

Emory University





2279 Tutors

Harvard University





599 Tutors

Massachusetts Institute of Technology



2319 Tutors

New York University





1645 Tutors

Notre Dam University





1911 Tutors

Oklahoma University





2122 Tutors

Pennsylvania State University





932 Tutors

Princeton University





1211 Tutors

Stanford University





983 Tutors

University of California





1282 Tutors

Oxford University





123 Tutors

Yale University





2325 Tutors