10-1 draft
TRANSCRIPT
Executive Summary
Situational Analysis for Communication Solution:
Starbucks Corporation
Joan C. Smith
Southern New Hampshire University
OBJECTIVE:
Address various forms and strategies used in corporate communications.
Discuss external and internal communications, stakeholders
Address how Starbucks manages discrimination
Clarify Starbucks management strategies for its target markets and brand values
BRIEF HISTORY
Starbucks opened its first store in Seattle, Washington in 1971
In 1982, Howard Schultz joined Starbucks as the Director of Retail and Marketing
The brand operates in 65 countries and has 22, 519 stores as of June 2015
The brand operates in 65 countries and has 22, 519 stores as of June 2015
EXAMINING COMMUNICATION STRATEGIES
What is an informational strategy?
An informational strategy is simply a strategy of informing someone about something. Press
releases, newsletters, and reports on a company website are often simply mean to make
information available about the organization to its stakeholders.
What is a persuasive strategy?
An organization through campaigns, meetings, and discussions with stakeholders tries to change
and tune the knowledge, attitude, and behavior of stakeholders in a way that is favorable to the
organization.”
DETERMINING INTERNAL STAKEHOLDERS
The CEO
Thirty senior VP’s of various departments worldwide
Several Executive VP’s and other senior manages
Employees, also known as “partners” and/or baristas
Managers and supervisors
DETERMINING EXTERNAL STAKEHOLDERS
You Tube
MORE EXTERNAL STAKEHOLDERS
The Schultz Family Foundation
Arizona State University
International suppliers to name a few
COMMUNICATION STRATEGIES AND DISCRIMINATION
Scenario:
A potential ADA accessibility issue involving a small number of Starbucks
Course of action:
Internal Offensive strategy
Defensive Strategy with our external stakeholders
Transparency
LEGAL COMPLIANCE AND POTENTIAL LEGAL IMPLICATIONS
Compliance to the American Disabilities Act as it relates to accessibility
Reminding our partners that we are “diversity friendly
Grassroots/community groups (AARP) could potentially (due to their influence) make
things very difficult for Starbucks
THE STARBUCKS BRAND
Corporate branding is “the way in which companies develop and build reputations with
their stakeholders”
The brand must tie into the organizations values
Starbucks mission: “To inspire and nurture the human spirit – one person, one cup and
one neighborhood at a time
CONCLUSIONS AND RECOMMENDATIONS
Starbucks has been consistent in not deferring from its brand
Starbucks is involved with humanity and is considered an ethical company
Starbucks is a proactive company and attempts to keep all stakeholders informed
References
Starbucks (n.d.) Company Profile. Retrieved from
http://www.starbucks.com/about-us/company-information/starbucks-company-profile
Ethisphere. (2015). World’s Most Ethical Companies Honorees. Retrieved from
http://worldsmostethicalcompanies.ethisphere.com/honorees/
Starbucks. (n.d.). Inclusion at Starbucks. Our Culture of Inclusion. Retrieved from
http://www.starbucks.com/responsibility/community/diversity-and-inclusion/culture
Cornelissen, J. (2014). Issues Management. Corporate Communication A Guide to Theory &
Practice, 180.
Cornelissen, J. (2014). Stakeholder Management And Communication. Corporate
Communication A Guide to Theory & Practice, 52.
