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Marketing Communication Blog, Essay Example
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Marketing Blog Starbucks
Starbucks is an American company that has a ranking of 227 in the Fortune 500 list. It currently ranks 3rd within the food services industry. The below analysis of Starbucks policies and operating environment will review the priorities, communication strategies and preferences in the three main stakeholder groups.
Customers
Starbucks’ communication strategy focuses on customers worldwide. The company’s corporate social responsibility document (Starbucks, 2003) states one of the mission statements of the company as: “Develop enthusiastically satisfied customers all of the time”. The company recognizes the importance of customers as stakeholders and understands the diversity of various cultures, market characteristics. Customers are contractual stakeholders of Starbucks. Constituents are consumer groups and interest organizations, translating and delivering Starbucks’ corporate communication messages.
Community Partners
Starbucks takes corporate social responsibility seriously and giving back to the community, supporting organic farming and protecting the environment is one of the main theme of communication messages. While the communities of farmers has been identified as a community stakeholder, it is important to note that constituents of the messages are leaders of community organizations and NGO agencies. The corporate social responsibility document of the company (Starbucks, 2003) states that “our community investments are focused on engaging our partners to be active participants; therefore, the recipients of the benefits related to community projects can also be determined as constituents.
Employees
Employee recognition and diversity promotion is another important message of Starbuck’s corporate communication. Employees are Starbucks’ contractual stakeholders, and the recepients of internal communication regarding policies, initiatives and visions of the company. The recipients of the message are Starbucks employees, however, employment agencies, union and government labor agency representatives can also be determined as constituents of the messages related to employer-employee relationship.
References
Starbucks Inc. (2003) Living our values: Corporate social responsibility fiscal 2003 annual report. Retrieved from: http://globalassets.starbucks.com/assets/e31d4604b78141bfb13172aa5fd67cfa.pdf
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