The document analyzes the customer relations management strategies of three global companies—Starbucks, Broadcom, and Green Mountain Coffee Roasters—each with an operating income exceeding $500 million from 2008 to 2013. It details their marketing and sales approaches, financial performance, and distribution channels, demonstrating how these companies achieved significant revenue growth and positioned themselves as leaders in their respective markets. Additionally, it outlines the technology platforms used for managing customer relationships and their capabilities.

1. Customer
Rela-ons
Management
of
3
Global
Companies
(Opera-ng
Income
of
$500
million+
within
5
years,
2008-­‐2013)
Analy-cal.
Fast.
Social.
John
Cao

2. 2
Starbucks
Marke-ng
&
Sales
Strategy
3
Broadcom
Corpora-on
Marke-ng
and
Sales
Strategy
4
Green
Mountain
Coffee
Roasters,
Inc.
Marke-ng
and
Sales
Strategy
5
Capabili-es
6
Customer
Rela-ons
Management
PlaUorms
Content
Page
1
Financial
Performance
(SBUX,
BRCM,
GMCR)

3. $0.50
$0.56
$1.42
$1.73
$2.00
$0.17
$0.06
$0.08
$0.95
$0.68
$0.04
$0.10
$0.14
$0.37
$0.57
2008
2009
2010
2011
2012
GMCR
BRCM
SBUX
Financial
Performance
$1.50
$0.51
$0.53
SBUX
BRCM
GMCR
All
3
Companies
exceeds
a
change
of
$500
mil.
of
opera9ng
income
within
5
years
(from
2008-­‐2012,
in
billions)
These
global
companies
are
CNN’s
top
100
Fastest
growing
companies
in
2012
(in
billions)
Starbucks
Corpora-on
(NASDAQ:
SBUX)
–
Specialty
eateries
Broadcom
Corpora-on
(NASDAQ:
BRCM)
–
Wireless
communica-ons
component
manufacturing
Green
Mountain
Coffee
Roasters,
Inc.
(NASDAQ:
GMCR)
–
Coffee
&
tea
manufacturing
Source:
CNN
–
Fortune’s
Fastest
Growing
Companies,
2012

4. Sales
Strategy
Starbucks
is
the
premier
roaster,
marketer
and
retailer
of
specialty
coffee
in
the
world,
opera-ng
in
60
countries.
Segments
*Americas
includes
the
US,
Canada,
and
La-n
America
**EMEA
includes
Europe,
Middle
East,
and
Africa
***CAP
includes
China
and
Asia
Pacific
Channel
Development
includes
Global
Consumer
Product
Group
Product
① High-­‐quality
purchased
and
handcraied
coffees
② Tea
and
other
beverages
③ Fresh
food
items
Uniqueness
v High-­‐quality
v Specialty
coffees
v Customer
experience
Distribu-on
Channels
v Company-­‐operated
stores
v Licensed
stores
v Grocery
v Na-onal
foodservice
accounts
Source:
Wall
Street
Journal
Starbucks
Coffee
Index
(2013)
36%
33%
31%
39%
33%
28%
50%
34%
28%
Company-­‐operated
stores
Licensed
stores
CPG,
foodservice
and
other
%
of
Revenue
by
Year
2012
2011
2010
Break-­‐even
Revenue
=
$13,299,500,000
(2012)
Target
Revenue
=
$15,117,150,000
(13.7%
increase)
Price
of
a
grande
lape
A
A
A
3
Discounts
level
from
reward
card:
Welcome
Green
Gold
$2.80
$4.89
$9.83
① PRODUCT
② PLACE
③ PRICE
④ PROMOTION
OSLO
(highest)
Average
NEW
DELHI
Countries
*Americas
*EMEA,
***CAP,
Channel
Development
Age
Teens
-­‐
aged
13-­‐17
Young
Adults
-­‐
aged
18-­‐24
Adults
-­‐
aged
25-­‐40
Adver-sing
(mul-ple
channels)
Public
Rela-ons
Direct
Marke-ng
Message:
Providing
value
and
living
by
their
ethics
Offers
customers
many
channels
for
feedbacks
Facebook
v 34
million
fans
Twi]er
v 3.6
million
followers
Pinterest
v 81,000+
followers
Google+
v 1
million+
in
circle
Personal
Selling
Sales
Promo-on
In-­‐store
employees
are
encouraged
to
sell
products
Starbucks
My
Rewards
Card
⑤ Target
Market
2011
–
2012
%
of
Revenue
increase
=
13.7%
increase

5. Sales
Strategy
Broadcom
Corpora-on
is
a
global
leader
and
innovator
in
semiconductor
solu-ons
for
wired
and
wireless
communica-ons.
Product
① Communica-on
products
in
home,
office,
and
mobile
② System-­‐on-­‐a-­‐chip
(SoC)
③ Soiware
solu-ons
Uniqueness
v Innova-ve
v Seamless
delivery
v Broadest
porUolio
of
products
Distribu-on
Channels
v Company-­‐operated
stores
v Licensed
stores
v Grocery
v Na-onal
foodservice
accounts
27%
28%
31%
48%
47%
43%
23%
22%
23%
3%
3%
3%
Broadband
Mobile
&
Wireless
Infrastructure
&
Networking
All
Other
%
of
Revenue
by
Year
2012
2011
2010
Break-­‐even
Revenue
=
$8,100,000,000
(2012)
Target
Revenue
=
$8,680,000,000
(0.67%
increase)
① PRODUCT
② PLACE
③ PRICE
④ PROMOTION
Customer
5
largest
customers
represent
47.2%
of
sales
in
2012
En--es
Leading
wired
and
wireless
communica-ons
manufacturers
Adver-sing
Public
Rela-ons
A
combina-on
of
print
and
online
ads
v Key
IT
publica-ons
and
websites
v Cole
&
Weber
Red
Cell
Agency
for
marke-ng
services
Personal
Selling
Sales
Promo-on
Most
selling
is
done
through
direct
sales
forces
in
designated
distribu-on
centers
Rebate
program
targeted
for
Broadcom
client’s
customers
⑤ Target
Market
2011
–
2012
%
of
Revenue
increase
=
0.67%
increase
Price
v Suscep-ble
to
price
erosion
v Compe--on
and
Moore’s
Law
resulted
in
declining
average
selling
prices
Rebate
Rebate
to
certain
customers
makes
up
$722
million
or
9.1%
of
net
revenue
in
2012

6. Sales
Strategy
Green
Mountain
Coffee
Roasters,
Inc.
is
a
leader
in
the
specialty
coffee
and
coffeemaker
businesses.
Product
① Coffee
Machines
② High
Quality
Arabica
coffees
③ Bean
and
ground
coffee
④ Specialty
beverages
Uniqueness
v Quality
v Convenience
v Choice
Distribu-on
Channels
① Home
② Office
③ Professional
loca-ons
④ Restaurants
⑤ Hospitality
and
specialty
coffee
shops
40%
36%
42%
44%
45%
52%
16%
19%
6%
SCBU
KBU
CBU
%
of
Revenue
by
Year
2012
2011
2010
Break-­‐even
Revenue
=
$3,589,200,000
(2012)
Target
Revenue
=
$5,348,250,000
(0.46%
increase)
① PRODUCT
② PLACE
③ PRICE
④ PROMOTION
Customer
Businesses
and
consumers
Consumer’s
Age
Teens
-­‐
aged
13-­‐17
Young
Adults
-­‐
aged
18-­‐24
Adults
-­‐
aged
25-­‐40
Adver-sing
Public
Rela-ons
Separate
selling
agencies
and
different
selling
strategies
per
*channel
Mul-ple
award
recogni-ons
each
year
(ex.
Best
workplace,
best
coffee,
best
company,
etc.)
Personal
Selling
Sales
Promo-on
v Websites
v Partnerships
v Foodservice
v Convenience
v Hospitality
and
business
oriented
e-­‐
commerce
v Weekly
deals
v Savings
Club
v Gii
cards
v Email
offers
v Businesses
–
3
day
trail
⑤ Target
Market
2011
–
2012
%
of
Revenue
increase
=
0.46%
increase
Price
v 24
K-­‐Cup
box
-­‐
$14.49-­‐$18.49
v Vue
Pack
Box
(16)
-­‐
$9.99-­‐$13.99
v Brewing
systems-­‐
$89.95-­‐$249.95
v Whole
bean
&
ground
coffee
-­‐
$9.49
Rebate
v “Deal
of
the
Week”
–
Buy
2
&
get
free
shipping
v Café
Express
Savings
Club
–
15%
off
every
order
*Channels
SCBU
–
Specialty
Coffee
Business
Unit
KBU
–
Keurig
Business
Unit
CBU
–
Canada
Business
Unit

7. Technology
Plaborms
(CRM)
Starbucks
Broadcom
Green
Mountain
Coffee
Roasters
Salesforce.com
Products:
v Sales
Cloud
v Service
Cloud
v Marke-ng
Cloud
v Salesforce
PlaUorm
v Salesforce
Chaper
v Salesforce
Work.com
SAP
Sales
360
Customer
Solu-ons:
v CRM
In-­‐Memory
(SAP
HANA)
v Quick-­‐to-­‐Deploy
CRM
Powered
by
SAP
HANA
v Customer
On-­‐
Demand
v CRM
Sales
v CRM
Marke-ng
v CRM
Service
v Social
Collabora-on
v Mobile
Safe
Apps
v Mobile
Service
Apps
v Customer
Analy-cs
Oracle
Siebel
Features:
v Siebel
Sales
Applica-ons
v Quote
&
Order
Capture
v Siebel
Enterprise
Marke-ng
v Siebel
Contact
Center
and
Service
v Oracle
Self-­‐Service
and
E-­‐Billing
v Siebel
Partner
Rela-onship
Management
v Siebel
CRM
Technology
SAP
Marke-ng
360
Customer
Solu-ons:
v SAP
360
customer
v E-­‐Marke-ng
v Loyalty
Management
v Social
OnDemand
v Social
Media
Analy-cs
v SAP
Jam
v Real-­‐Time
Offer
Management
v Digital
Asset
Management
v Marke-ng
for
Small
and
Medium
Enterprises
v Integrated
Business
MOD
v Rapid
Deployment
v Customer
Segmenta-on
v Business
Suite
and
Enhancement
v Document
Presentment

8. Technology
Plaborms
(CRM)
Starbucks
Broadcom
Green
Mountain
Coffee
Roasters
Support,
Training,
and
Consul-ng
Service:
Support
Service
v 4
Levels
of
Support
Plans
Training
Service
v Training
by
roles
(6)
v Online
and
in
person
op-on
v Cer-fica-on
(4)
Consul-ng
Service
v In-­‐house
consul-ng
service
v Expert
service
-­‐
partners
v Program
Architects
Support,
Training,
and
Consul-ng
Service:
Support
Service
v Premier
and
advance
support
v Life-me
support
policy
v Product
documenta-on
Training
Service
v Train
by
roles,
product,
format
v Siebel
Cer-fica-ons
(4)
Consul-ng
Service
v Consult
a
local
Oracle
partner
Support,
Training,
and
Consul-ng
Service:
Support
Service
v Product
Tour:
Expert-­‐guided
v SAP
Solu-on
Management
v SAP
Advanced
Secure
Support
Training
Service
v Live
instruc-ons
v eLearning
v Virtual
live
classroom
v eAcademy
v Online
Knowledge
Products
v Mobile
training
apps
v Cer-fica-on
(9)
Consul-ng
Service
v Consult
a
local
SAP
partner

9. Technology
Plaborm
Capabili9es
(CRM)
Cloud
Sales
Customer
Service
Marke-ng
Mobile
Analy-cs
Manage
Partnership
Mobile
PlaUorm
Self-­‐Service
Execu-on
and
Opera-on
People
Technology
Management
Manage
Employees’
Work
Social

10. Ques-ons
&
Answer
Analy-cal.
Fast.
Social.
Email:
john.cao695@gmail.com
Phone:
267.337.1485