Starbucks Communication Strategy, Essay Example

During 2013, the British government accused several companies – among them, Starbucks – of tax avoidance. The company, as a response, decided to move its European offices to London in order to pay due taxes in the country (Jolly, 2014). The below overview will analyze the most effective communication channels for each of the previously determined stakeholders to send meaningful messages about the motivations behind the action and Starbucks’ initiative to take responsibility.

Customers

Customers should have a clear understanding of the company’s vision and mission. The best approach to target British customers would be using a mixture of social media campaigns and in-store billboard advertisement. The company could clearly define the message as: “Starbucks takes responsibility” and link the campaign to other corporate social responsibility campaigns, such as the support of organic farms, stating that they “aim to make a positive difference”.

Community Partners

Community partners would receive newsletter communication that would reassure them that Starbucks is a socially responsible and ethical company that is not trying to save money by joining tax avoidance schemes. Community partners are important for maintaining the company’s positive image and their perception of the brand identity needs to remain intact.

Employees

Internal newsletters and face-to-face communication would be designed for employees. It is important that the company implements the culture and vision, as well as the ethical principles of the company in the information package delivered to employees, in order to preserve the integrity of the company and train employees on how to answer media queries related to the issue.

References

Jolly, D. (2014) “Starbucks to move European offices to London” The New York Times. April 14, 2014.