Case Study Analysis – Digital Marketing Tools

Case Study Analysis – Digital Marketing Tools

Due Week 7, Sunday (Weight: 20%)

“Brand is who you are, brand is what you stand for, and brand is what you represent as an organization” – Jack Welch

Overview

Case study analyses are an excellent way to see how business management practices play out in the real world. Whether the focus is on Finance, HR, Operations, or, in our case – Marketing, well-written cases provide detailed examinations of the problems/opportunities a business faces, the actions it takes to address these, and the outcomes that resulted. Whether these outcomes were positive, negative or mixed, there is much to be learned from a careful reading of cases. For many MBA students, working with cases is one of their favorite learning experiences. For the second assignment in our course, we have an excellent case on a well-known (and much-admired) company – Starbucks. In 2015, Starbucks Corporation received 20% of its payments in the U.S. via its mobile app. It also discovered that 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 base, stock price, and revenues. For this assignment, you will apply the key concepts from Weeks 1-7 of our course to evaluate the use of digital marketing technology, and recommend strategies to drive customer loyalty and increase customer base. Instructions 1. Read the “Starbucks’ Loyalty Reigns” case. 2. Write a paper that addresses the following: a. Introduction (suggested length: 1- 2 paragraphs) • Give a brief summary explaining what is happening in this case. • What is the problem/opportunity facing Starbucks? • What actions were being considered to address the problem/opportunity? JWI 518: Marketing in a Global Environment Academic Submissions and Evaluation © 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. JWI 518 – Assignment 2 (1186) Page 2 of 4 b. Analysis (suggested length: 1- 2 pages) • According to the case, what types of digital marketing tools and social media platform technologies does Starbucks currently use? • How has the use of these digital marketing tools and social media platforms led to customer loyalty and increased growth? • Has Starbucks used the correct digital marketing tools and social media platforms? Explain. c. Recommendations (suggested length: 1- 2 pages) • How would you drive customer loyalty and increase 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 specific mobile apps other than its own or a social media platform it is not currently using, explain why these digital marketing tools would be beneficial. • Note: You should also view the company’s website and recent SEC filings to help inform your recommendations. Professional Formatting Requirements • Typed, double spaced, professional font (size 10-12), includes bolded headings and subheadings (to identify main topics and subtopics), with one-inch margins on all sides. • 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 title of the assignment, your name), the professor’s name, the course title, and the date. • Your submission should be 4 to 5 pages in length. Your paper may exceed 5 pages if you have relevant additional material that you feel should be included. However, excessively long or redundant submissions may actually reduce your grade. Remember, effective business communication is focused and efficient.

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