1. The document provides information about Starbucks, including their business units, products, financial performance, and marketing campaigns. 2. Starbucks operates over 22,000 stores globally and provides hot and iced beverages as well as food items. They utilize social media platforms like Facebook and Twitter for communication. 3. Two key marketing campaigns discussed are My Starbucks Rewards, a loyalty program, and My Starbucks Idea, a crowdsourcing campaign for new product suggestions. The document evaluates the success of these campaigns and provides recommendations.

1. Company report
Name: 임청운 LIN QING YUN
Student#: 2011120382
Major: Business administration
E-mail: sook8583@korea.ac.kr

2. 5.Evaluation
Table of Contents
1. Introduction
2. Main business & Financial statement
4. Campaign
3. Communication

3. - Founded in 1971 in Seattle
- Starbucks opened on average tow new stores every
day between 1987 and 2007
- The first store outside the United States or Canada
opened in Tokyo in 1996.
1. Introduction of Starbucks
[ Starbucks]
- Starbucks is the largest coffeehouse company in the
world, with 22,755 stores in 65 countries
- 12,802 stores in the United states
- 1,930 stores in China
- 1,409 stores in Canada
- 1,121 stores in Japan
- 825 stores in the United Kingdom
[ History ]
[ quantity of Starbucks store]

4. [ Business units of Starbucks ]
: Starbucks provides
- Hot and ice beverages
: Starbucks also provides
- Food
- Coffee equipments
- Products
such as tumbler, mug cup
- Mug cup
- Coffee bean
- Plastic tumbler
- Stainless tumbler
- Thermos bottle
[ Starbucks products ]
- Bakery
- Cake
- Sandwich & Salad
- Fruits & Yogurt
- Snack
- Ice Cream
[ Starbucks food ]
[ Starbucks beverages ]
- Espresso
- Brewed Coffee
- Frappuccino
- Starbucks Fozzio
- Tea
- Starbucks juice
2. Business Units

5. [ Financial statement ]
After 3 years financial results of
Starbucks in
-Americas,
-China and Asia pacific
2. Financial statement

6. [Facebook and Twitter]
: Starbucks communicates with customers
through Facebook and Twitter
: Facebook and Twitter also are main
communication path for Starbucks
: Starbucks is the fifth-largest brand on
Facebook, with 34 million fans, Starbucks
trails only Coca-Cola, Disney, Red Bull and
Converse
Communication
3. Communication

7. [ Face book ]
Facebook
: Through Facebook, Starbucks
encourages users to share their
Starbucks moments—whether it be
the return of a favorite holiday drink or
just an artsy coffee cup shot
Twitter
: Through Twitter, Starbucks
connects with each of the customers
individually, answering their
questions and retweeting what they
were telling about Starbucks
[ Purpose ]
[ Twitter ]
3. Communication

8. [ ]My Starbucks rewards
-My Starbucks Rewards, a mobile loyalty app that feature a fast way to pay and an incentive
system to promote repeat visits. They utilize virtual points and virtual badges as rewards.
-The My Starbucks Rewards system rewards users with a gold star every time they use the
mobile app to pay for a transaction.
4. Internet marketing activity

9. [ ]My Starbucks Idea
4. Campaign of Starbucks
- My Starbucks idea campaign is an online community based on crowdsourcing.
- Customers and employees can make suggestion and ideas for new products,
improve products and service and enhance Starbucks experience

10. 10
- My Starbucks idea is an online community based on crowdsourcing where
customers and employees can make suggestions and ideas for new products,
improve products and services and enhance Starbucks experience
Key issue 1: Online community
My Starbucks Idea[ ]
4. Campaign of Starbucks

11. 11
Key issue2:Engagement
- People who can comment and vote on suggested ideas
- people who can share own idea
- people who can discuss and see suggested ideas
My Starbucks Idea[ ]
4. Campaign of Starbucks

12. 12
Key issue3: Launch & Judgement
- Starbucks showed how the selected
ideas were being implemented and
why some of the ideas were not
implemented
My Starbucks Idea[ ]
4. Campaign of Starbucks

13. [ ]
According to investigation, My Starbucks
idea campaign was highly successful and
remains one of gold standards in
crowdsourcing
4. Campaign measurement

14. [ ]Google trends - My Starbucks idea
According to google trends, My Starbucks idea achieved highly successful.
However ,
My Starbucks idea campaign faced limitation.
4. Campaign measurement

15. Recommandation:
- Starbucks also faces a number of challenges, An important one is the
commoditization of brand.
- The rapid mass chain stores rather than offering the warm feeling of cafes.
- One of challenge is from competitor, customers were unwilling to pay a premium
for a coffee at Starbucks. Finally, Starbucks faces increased competition from small
specialty coffee shops and large chains, the likes of Coffee bene and Tom and
Tom`s caffe shop.
- However,
- Starbucks needs to depends on digital media strategy to increases and remains
customer experiences
- We can only applaud Starbucks`s digital media strategy, They are market leader in
social media and constantly redefine best practices in the field. I believe that
innovation and customer experience will help to fight off commoditization and
competitors by diversifying the offering and by providing a premium experience
5. Evaluation

16. Reference
• Reference
• 1. http://mystarbucksidea.force.com/
• 2. https://www.linkedin.com/pulse/20141112163710-200769548-
starbucks-killer-social-media-strategy
• 3. Starbucks Facebook
• 4. Starbucks twitter
• 5. Starbucks website
• 6. Wikipedia of Starbucks.
• 7. https://www.starbucks.com/card/rewards ( My Starbucks rewards)
• 8. Google index
• 9. Financial statement was from website of Starbucks.

17. Thank You
Q&A