Case Study.

Case Study

Starbucks: Managing Customer Relationships One Cup at a Time

Customer Values

One of the most successful companies around, Starbucks, with a presence in 65 different countries, wants to provide consumers with more than just a cup of coffee – it is looking for a personal relationship with them. Starbucks has been on the cutting edge of incorporating digital marketing, social media and the latest technology in terms of improving its customer relationship management. By successfully incorporating these key success factors into its operations, the company has also increased its brand profile and has generated higher sales. As a sign of its commitment to strengthening the relationship that it has with its customers, Starbucks has reportedly shifted its entire media spending to digital and social media marketing.

Starbucks believes that this new technology can really help it to maintain contact with customers in order to understand their wants and needs, and in turn, Starbucks can improve customer service levels and a customer’s experience with the brand. All of which, it is hoped, will build a strong customer relationship. One example of this is the ‘’ site where over 500,000 people have left ideas, thoughts and opinions on how Starbucks can improve its business. The site ranks the ideas and informs consumers which ideas are being considered and recommended as a key decision making.

Digital marketing and social media have also changed the marketing game in terms of how companies manage the relationships they have with the people who interact with their products and brands. Forcing yourself onto customers in the digital age does not work. Today a company needs to be ‘invited’ by a consumer and it is the consumer that decides to what degree they want to be engaged by a brand or product. Starbucks has been effective in engaging with its consumers and increasing customer relationship management; it has a huge social media presence with a community of over 50 million people on Facebook, YouTube, Twitter, Google+ and Instagram and asks ‘permission’ to interact with them through competitions, promotions, payment app, and real-time ‘ads’. One criticism of Starbucks is that it does not update the content of its social media platforms quickly enough.

“Starbucks’ aspiration is to become resource positive,” said Michael Kobori, chief sustainability officer at Starbucks. “This aspiration, coupled with the insight that our customers are looking for more plant-based choices, has inspired the development of exciting and delicious plant-based beverages and food. Our customers continue to look for new ways to enjoy plant-based options at Starbucks and customize their Starbucks moment, and we are delighted to introduce these new menu items to our customers over the coming years.” Starbucks would have remained a very small niche player or vanished from the market had it not invested in consumer education.

Answer all the Questions and with suggested answers:

  1. Identify some of the ways that Starbucks ‘engages’ its consumers in customer relationships? (1 mark)
  2. How can an understanding of digital marketing and social media strategies helped companies gain a competitive advantage and choose a right decision when it comes to customer relationship management? (1 mark)
  3. Analyze the methods used by Starbucks and explain how the company has been successful in increasing its brand recognition in order to improving its customer relationship management. (1.5 marks)
  4. “Successfully incorporating the key factors into its operations, the increased brand profile has generated higher sales”. This strategic decision making will accelerate to bring higher growth in Starbucks. Comment? (1. mark)
  5. Give suggestions regarding the developing innovative strategies for keeping the sustainable competency of Starbucks. ? (1 mark)
  6. Write down some of the latest and effective emerging trends of Starbucks business. ? (1. 5 marks)
My MasterPapers
Calculate your paper price
Pages (550 words)
Approximate price: -

Why Us

Outstanding Academic Writing Service

At, you are assured of professional essay writing help from the leading experts online. Quality comes at the forefront of our custom writing service to ensure that all our customers are satisfied with the work delivered. We value repeat customers. For this reason, we ensure that each task is completed to perfection for high scores.

Top Writers

Our hiring process is highly intensive. The writers are exposed to a strict selection procedure before hiring to ensure that we acquire the most qualified, well-educated and experienced writers. Our team of writers, professors, editors and researchers will ensure that you get incredible results.

Plagiarism-Free Papers

We highly discourage plagiarism. For this reason, we have trained our writers in such a way that all the papers are written from scratch and are free from plagiarism. We also pay attention to ensure that each paper is completed as per the instructions provided. Referencing and citations are done as per the paper format selected by the customer. These include: APA, MLA, Chicago, Harvard, Turabian among others.

24/7 Customer Support

You can contact our support team via the chat window at the bottom right corner. Alternatively, feel free to email us via our support email: Our team is available 24/7 to respond to your queries and guide you though where need be.

Swift Delivery & 100% Money Back Guarantee

Simply choose the desired deadline when placing the order. The task is assigned to the most qualified writer as soon as the order is successfully placed. All the papers are delivered to you within the deadline selected. In case a paper cannot be delivered within the deadline selected, we request for a deadline extension within the shortest time possible.

Free Unlimited Revisions

Our customers can always request for a revision in case they feel that something needs to be added or changed after the final paper has been delivered. We do not charge for revisions. However, we highly discourage our customers from misusing this policy.

Try it now!

Calculate the price of your order

Total price:

How it works?

Follow these simple steps to get your paper done

Place your order

Fill in the order form and provide all details of your assignment.

Proceed with the payment

Choose the payment system that suits you most.

Receive the final file

Once your paper is ready, we will email it to you.

Our Services specializes in custom essay writing for all level of students. Simply relax as we get your paper done within the timeline indicated.


Academic Help Service

Our team of skilled writers and researchers is readily available to get any type of academic paper completed. We deliver high quality papers and projects to our customers to ensure that we maintain a long-term relationship that will shine your academic career.


Admission Essays & Professional Writing

An admission essay allows you to express yourself by providing personal details that wouldn’t have fit on other areas of an application. We have a team of experienced writers who will get you to the desired academic level through a professional and a personalized admission essay.


Editing & proofreading

Are you seeking for editing or proofreading help? We have a team of editors who will ensure that any issue within you paper has been addressed. Upload the paper to be cleaned up and relax as we get the job done.


Revision Support

At, you can always ask for revision in case you want some changes in you paper. We focus on ensuring that the grammar, research and formatting are done as per the latest academic writing standards.