Description
JWI 518: M arketing In a Global Environment
Academic Submissions and Evaluations
© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course guide is subject to change based on the needs of the class.
Assignment 2: Case Study Analysis - Digital Marketing Tools
Due Week 7, Sunday (Weight: 20%)
In 2015, Starbucks Corporation saw 20% of its payments in the U.S. via its mobile application or "app," and 94% of Facebook users were fans of Starbucks or friends with fans. This case study explores Starbucks’ use of its mobile app, social media, and digital marketing, which helped to drive customer loyalty and increase its customer ba se, stock price, and revenues.
For this assignment, you will apply the key concepts from Weeks 1 - 8 to evaluate the use of digital marketing technology, and recommend strategies to drive customer loyalty and increase the customer base.
Instructions
1. Read the “Starbucks’ Loyalty Reigns” case and think about the points outlined below.
2. Write a paper that addresses all of the following and is organized as outlined below:
a. Introduction (Suggested length: 1 - 2 paragraphs)
i. Give a brief summary explaining what is happening in this case. You may also view the company’s website and recent SEC filings.
b. Analysis (Suggested length: 1 - 2 pages)
i. According to the case study, what types of digital marketing tools and social media platform technologies does Starbucks curre ntly use?
ii. How has the use of these digital marketing tools and social media platforms led to customer loyalty and increased growth?
iii. Has Starbucks used the correct digital marketing tools and social media platforms?
c. Recommendations (Suggested length: 1 - 2 pages)
i. How would you drive customer loyalty and increase the customer base using the digital marketing tools and social media platforms differently?*
*For example, if your research and analysis shows that the company would benefit from using a specific mobile app other than its own or a social media platform it is not currently using, explain why these digital marketing tools would be appropriate to use.
JWI 518: M arketing In a Global Environment
Academic Submissions and Evaluations
© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course guide is subject to change based on the needs of the class.
Professional Formatting Requirements
Your submitted assignme nt must:
• Be typed, single spaced using a professional font size 12, including headings and subheadings, with one - inch margins on all sides. Line spacing should reflect APA double line spacing . See the Assignment #2 Template and Honors Sample Professional Paper under Course Documents for example s .
• References must be included and provide appropriate information that enables the reader to locate the original source. Application and analysis of course materials and resources is expected, and additional research is welcome.
• Include a cover page containing the titl e of the assignment, the student name(s), the professor’s name, the course title, and the date.
• Be no more than 8 pages in length, excluding your cover page and reference list.
Grading for this assignment will be based on answer quality, logic/organizati on of the paper, and language and writing skills, using the following grading criteria:
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Explanation & Answer
Hello! The instructions you provided said you needed it double spaced while the pdf stated single spaced. I have uploaded both formats though. If you need anything revised or added, let me know,
Running Head: STARBUCK’S LOYALTY REIGNS
Starbuck’s Loyalty Reigns
Name
Institutional Affiliation
Date
1
STARBUCK’S LOYALTY REIGNS
2
Introduction
By July 2015, 20% of payments made to Starbucks in the United States were carried out
through its mobile application. The application was created that could promote loyalty as well as
the growth of the consumer base to realize more profits. The background of the App comes from
a partnership established with iTunes in 2007 which later on led to the winning of the mobile
marketer of the year in 2010. As of 2015, its consumer base increased and 94% of Facebook
users were fans of the application or were friends with a person who was (Murray, 2016). The
company's commitment social media and mobile to create consumer royalty is exceptional as it's
the driving force for most of its sales. The relationship formed with the consumers is stable and
has steered the company into achieving growth and profits that can only be imagined by other
businesses with the same capabilities. This text will analyze the company's commitment to social
media and how it has affected its growth and profits.
Analysis
The primary digital marketing tool that the case study focuses on is the use of mobile
applications to bolster growth and consumer loyalty. The company is seen as fearless when it
comes to innovation in technology and always tries to stay ahead of its competitors. The mobile
application made it easier for consumers to order and pay to make it less tiresome due to long
queues that were common in its traditional models. The other digital marketing tool that the case
study focuses on is the use of social media which streamlines with the mobile application
developed in partnership with iTunes. The two are at the core of digital marketing of the
company and have helped bring many consumers on board as well as keep them intact through
its consumer loyalty program.
Moreover, the company uses multiple social media platforms such as Facebook and
Twitter to connect with its consumers as stated above. The move has allowed the company to
market its products to many consumers online which is cheaper than other forms of
advertisement (Murray, 2016). The increase in users in these platforms has made it easier for
them to connect with many people and advertise their products. As stated in the case study, 94%
of Facebook users are either friends with the company or friends with another person who was. It
just shows the effectiveness of social media in connecting the company with such a vast number
of consumers who are willing to buy their products. The two tools complement each other
making sure that they can maintain as many consumers as possible while still attracting new
ones.
To support the loyalty programs, the digital tools make it easier for consumers to order
and pay for their orde...