Impact and Relevance of Social Networking to Starbucks

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Executive Summary
This report elaborates about the impact and relevance of social networking to Starbucks and how to cope with the issues. The types of social networking that will be discussed in this report including social media, labor union, Fairtrade Foundation and Global Campaign for Climate Action (GCCA). Social media could be an opportunity to Starbucks to do some viral marketing, community marketing, and consumer-generated marketing. This kind of social networking helps Starbucks to enlarge its customer basis and retain them. Labor union is a social networking that concern about social justice to workers. Starbucks need to aware of the worker’s petition that had been made about fairly paid, working hours, health care, and independent voice at workplace. Fairtrade Foundation is a non-profit organization that supporting commodity farmers to get a better life by maintain the fair price of commodity and help farmers with technical support. Global Campaign for Climate Action pay attention to the environment issues such as global warming. This non-profit organization created to invite people to their campaign about climate change and how to reduce the risk of global warming for better human life on earth.

Starbucks first opened in 1971, It served the world finest coffee to people in Seattle. In 1990, Starbucks expanded its market to United Stated and after that became worldwide. In 2000, Starbucks has more than 16,000 stores in 48 countries. Starbucks has principles: coffee, partners, customers, stores, neighborhoods, and shareholder. These principles attached in daily life of Starbucks. This report tries to analyze and elaborate the impact of social networking to Starbucks. Social networking is a group of people who are connected through community such as schools, colleagues, or workplace. People who involved in social networking are shares the same interest about something they mutually like. The main part of this report will be...
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