-
- QUESTION
- Please check the ppt, there are 7 digital marketing of Starbucks has already been studied.
- You need to do a gap analysis (the area need to be improved in digital marketing aspect compared with others, such as the competitors Tim Hortons, Second cups and so on) Keep in mind, the essay is only focus on Canada.
- Firstly, you need to identify three shortages of the digital marketing of Starbucks and its influence.
- Secondly, you need to identify how to improve the three shortages.
No introduction, no conclusion. Can use bullet point, can copy from anywhere, no reference needed. It is better to come with some pictures or figures when you illustrates the shortages and the influence. Also, you can give good examples when you give solution to improve the shortages.
1 page, bullet point, due within 4 hours. Let me know if you can handle it!
| Subject | Essay Writing | Pages | 3 | Style | APA |
|---|
Answer
Digital Marketing Gap Analysis
A gap analysis of Starbucks, led to identification of three shortages of its digital marketing compared to competitors such as Tim Horton’s and Second Cups among others.
The first shortage is the ineffectiveness of the Starbucks App to drive more sales and increased market share. Currently, the Starbucks Card Mobile App is available for Android and iOS. However, its use is limited to ordering and making payments, and also provides for tipping of baristas. This shortcoming can be overcome by increasing the capability of the app to send personalized offers to clients. In addition, it could be used for customer relationship management where customized messages are shared with customers in Canada to encourage them to visit the stores.
The second shortage of Starbucks that disadvantages it against Tim Horton is the ineffectiveness of the Starbucks Card e-Gift. Instead of purely using the digital e-gift cards to encourage customers to gift each other, the firm could create viral marketing out of it. This would be achieved through the use of social media to encourage sharing of e-gift cards. Such a strategy will enable the firm to increase brand awareness in Canada and increase its market share against rivals.
The third shortage is the lack of an integrated approach to multichannel digital marketing. Multichannel marketing is essential since it enables an organization to share a single marketing strategy across multiple platforms and channels. Starbucks lacks such an integration which is the reason for inconsistency in its use of the six identified digital marketing tools. The solution to this challenge is the introduction of an integrated multichannel digital marketing which will enable the firm to integrate its website, social media accounts, search engine optimization and mobile apps, as well as SMS messaging in order to maximize sales and market share in Canada (Berman, 2016). Alternatively, the management could use an Omni-channel digital marketing which creates a superior customer experience than multichannel marketing.
The fourth shortcoming by Starbucks is its inability to capitalize on e-mails to encourage repeat purchases. This is noted by Grill-Goodman (2018) who reports that out of its millions of customers, on average, customers visit their stores five times a month. Starbucks can solve this challenge by requiring clients to provide their e-mails in order to sign into the free Wi-Fi at their cafes. This will enable the firm to personally engage and interact with its customers.
References
|
Berman, B. (2016). Planning and implementing effective mobile marketing programs. Business Horizons, 59(4), 431-439. Grill-Goodman, J. (2018). Starbucks Develops Digital Strategy for Casual Customers. Available at: https://risnews.com/starbucks-develops-digital-strategy-casual-customers
|