APPLY MARKETING COMMUNICATION ACROSS A CONVERGENT INDUSTRYASSESSMENT 2 - WRITTEN REPORT EVALUATION REPORTORGANISATION: STARBUCKS•Starbucks is one of the biggest social media brands ever. •They have millions of followers and likes across all social media platforms.•Convergent marketing tools used by Starbucks are the social media which includes Facebook, Twit-ter, and Pinterest.COST EFFECTIVENESS•Convergent tools such as social media have the ability for communication between the individual and the organisation. •Besides, that the organisation could collect and analyse the response of the individual and, the or-ganisation could then address the individual once more in a way that takes into account his or her unique response by few clicks. •These can reduces huge human efforts and paper costs compared to the traditional marketing tools.•In addition, the organisation can easily track the customers’ buying behaviours through social me-dia. Hence, the organisation can target the products to right customers.