Starbucks opened its first store in 1971 in Seattle and now operates in 65 countries with over 22,000 stores. The document examines Starbucks' communication strategies with internal and external stakeholders. It discusses how Starbucks uses informational and persuasive strategies to manage potential discrimination issues and legal compliance. The document concludes that Starbucks strives to be consistent with its brand and ethical values by keeping stakeholders informed in a proactive manner.

1. Executive Summary
Situational Analysis for Communication Solution:
Starbucks Corporation
Joan C. Smith
Southern New Hampshire University

2. OBJECTIVE:
• Address various forms and strategies used in corporate communications.
• Discuss external and internal communications, stakeholders
• Address how Starbucks manages discrimination
• Clarify Starbucks management strategies for its target markets and brand values
BRIEF HISTORY
• Starbucks opened its first store in Seattle, Washington in 1971
• In 1982, Howard Schultz joined Starbucks as the Director of Retail and Marketing
• The brand operates in 65 countries and has 22, 519 stores as of June 2015
• The brand operates in 65 countries and has 22, 519 stores as of June 2015

3. EXAMINING COMMUNICATION STRATEGIES
What is an informational strategy?
An informational strategy is simply a strategy of informing someone about something. Press
releases, newsletters, and reports on a company website are often simply mean to make
information available about the organization to its stakeholders.
What is a persuasive strategy?
An organization through campaigns, meetings, and discussions with stakeholders tries to change
and tune the knowledge, attitude, and behavior of stakeholders in a way that is favorable to the
organization.”

4. DETERMINING INTERNAL STAKEHOLDERS
• The CEO
• Thirty senior VP’s of various departments worldwide
• Several Executive VP’s and other senior manages
• Employees, also known as “partners” and/or baristas
• Managers and supervisors

5. DETERMINING EXTERNAL STAKEHOLDERS
• LinkedIn
• Facebook
• You Tube
• Instagram
• Pinterest
• Twitter

6. MORE EXTERNAL STAKEHOLDERS
• The Schultz Family Foundation
• Arizona State University
• International suppliers to name a few

7. COMMUNICATION STRATEGIES AND DISCRIMINATION
Scenario:
A potential ADA accessibility issue involving a small number of Starbucks
Course of action:
• Internal Offensive strategy
• Defensive Strategy with our external stakeholders
• Transparency

8. LEGAL COMPLIANCE AND POTENTIAL LEGAL IMPLICATIONS
• Compliance to the American Disabilities Act as it relates to accessibility
• Reminding our partners that we are “diversity friendly
• Grassroots/community groups (AARP) could potentially (due to their influence) make
things very difficult for Starbucks

9. • THE STARBUCKS BRAND
• Corporate branding is “the way in which companies develop and build reputations with
their stakeholders”
• The brand must tie into the organizations values
• Starbucks mission: “To inspire and nurture the human spirit – one person, one cup and
one neighborhood at a time

10. CONCLUSIONS AND RECOMMENDATIONS
• Starbucks has been consistent in not deferring from its brand
• Starbucks is involved with humanity and is considered an ethical company
• Starbucks is a proactive company and attempts to keep all stakeholders informed

11. References
Starbucks (n.d.) Company Profile. Retrieved from http://www.starbucks.com/about-
us/company-information/starbucks-company-profile
Ethisphere. (2015). World’s Most Ethical Companies Honorees. Retrieved from
http://worldsmostethicalcompanies.ethisphere.com/honorees/
Starbucks. (n.d.). Inclusion at Starbucks. Our Culture of Inclusion. Retrieved from
http://www.starbucks.com/responsibility/community/diversity-and-inclusion/culture
Cornelissen, J. (2014). Issues Management. Corporate Communication A Guide to Theory &
Practice, 180.
Cornelissen, J. (2014). Stakeholder Management And Communication. Corporate
Communication A Guide to Theory & Practice, 52.