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BSBMKG417 - Apply Marketing CommunicationKanchaya Kawil 190167Assessment 21.Executive Summary2.Body2.1Cost-effectiveness2.2Propose a suite of convergent tools or techniques for use in the campaignbased on the above analysis2.3Convergent tools or techniques campaign base on the above analysis2.4Legislation, regulation or codes2.5Organisational need or equipment2.6Reference3.Conclusion & Recommendation[Type text]
BSBMKG417 - Apply Marketing CommunicationKanchaya Kawil 1901671.Executive SummaryStarbucks Coffee Company is North America's leading roaster and retailer of specialty coffees.Headquartered in Seattle, WA, Starbucks has 931 retail stores and 75 major airport locations. TheCompany's objective is to establish Starbucks as the most recognized and respected brand of coffeein the world. To achieve this goal, the Company will continue to rapidly expand its retail operations,grow its mail order and specialty sales operations, and selectively pursue other opportunities toleverage and grow the Starbucks brand through the introduction of new products and thedevelopment of new distribution channels.Employees are one of the most important resources to Starbucks. If the company is to prosper, theemployees must be treated well. All employees are eligible for Starbucks' health care and benefitspackage, as well as a starting wage above the minimum. Starbucks' strong commitment to theenvironment is guided by an environment committee. The Company endeavours to offer anenvironmentally safe product, as it believes that the welfare of people, plant and product are linked.Starbucks prides itself on being a "good citizen" locally and in the various coffee producing countries.They make significant contributions to local charities that focus on children, the environment, thehomeless, and AIDS research/support. Financially, Starbucks has had solid earnings and returns. While still in the fast-growth stage, theCompany has managed to continue healthy operations while generating enough public funds tofinance store expansion. The company is expanding its empire overseas. Japan was Starbucks' firstexpansion outside of North America. Starbucks also plans to open coffee bars in Singapore. Although Starbucks expects same-store sales, which showed 20% increases in the past five years, tofall, overseas expansion and joint ventures promise to be major growth areas for Starbucks. Despitethis potential problem, Starbucks remains excited about future growth and continues to be hopefulabout the future. Sydney’s boutique landscaping company delivering gardens beyond expectations.2.1Cost-effectivenessConvergent tools such as social media have the ability for communication between the individual andthe organisation. Besides, that the organisation could collect and analyse the response of theindividual and, the organisation could then address the individual once more in a way that takes intoaccount his or her unique response by few clicks. These can reduces huge human efforts and papercosts compared to the traditional marketing tools.