Running head: STARBUCKS COFFEE COMPANY PROPOSAL

Starbucks Coffee Company Proposal

Name

Institution Affiliation
STARBUCKS COFFEE COMPANY PROPOSAL

To: Starbucks Coffee Company

From: XYZ

Date: 20th February 2017

Subject: Proposal

The core purpose of the research is to analyze Starbucks Coffee Company, a US-based

company that specializes in retailing and distribution of various brands of coffee. Initially, the

firm commenced as a local roster but with time diversified and started engaging in other lines of

beverages. Moby Dick is the leading type of coffee that is produced by the company. With over

one hundred and seventy thousand employees working in various parts of the globe, Starbucks

Coffee Company has developed into one of the most respected coffee brands around the world.

Poor management coupled with poor customer care services have threatened to derail the gains

that the company has made over the years. Through an extensive analysis of the enterprise, I will

enhance my comprehension of the coffee industry operations and come up with proposals that

can be vital to the company.

To commence my research, I will assess the companys operations starting from the

production, retail, and sale of the different coffee brands under the companys name. I also plan

to employ clients demographics to analyze the products of the company and come up with a

clear picture of the businesss performance. To enhance my insight on the enterprises

performance, I will also review various channels of communication that the company embraces

to get feedback from clients including magazines and social media platforms. By looking at
STARBUCKS COFFEE COMPANY PROPOSAL

different advertisement and promotion strategies, I will also increase my understanding and

efficiency of the communication modes utilized by the enterprise (Chua & Banerjee, 2013).

However, more emphasis will be accorded to how the corporation uses social media as a

channel for communicating with its clients. As of 2014, the companys Facebook page had more

thirty million likes and over six million followers on Twitter. Additionally, the company had over

two million Instagram fans, two point five million on Google Plus and one hundred and sixty

thousand and thirty-two thousand subscribers on Pinterest and YouTube respectively. I desire to

learn how the company comes up with ultra-clever and eye-catching posts on social media. In

addition to that, I also aspire to comprehend how the companys social media management team

creates a right balance between the clients essential tips, fun content and subtle sales

information. Moreover, I would like to know why the company does not post information

regularly on its social media platforms. Understanding how the companys social media team

comes up with unique content is also another area I am greatly interested in learning (Andzulis,

et al, 2015)

In a nutshell, an extensive analysis of Starbucks Coffee Company will play a significant

part in enhancing my knowledge on how the coffee industry is run. Nevertheless, carrying out

the research will not be easy due to the anticipated challenges. The most significant problem that

is expected when executing the study is the poor customer care of the company. Recently, the

company was accused of having inadequately trained personnel and paying its works poorly, and

thus the clients of the company are not well attended. However, I plan to visit the companys

premises in morning hours so that I can be attended before the employees become busy and tired.
STARBUCKS COFFEE COMPANY PROPOSAL

I will also visit the companys stores that are located in less busy locations so that I can get an

employee to ask questions when carrying out my survey.

References

Andzulis, J. M., Panagopoulos, N. G., & Rapp, A. (2015). A review of social media and

implications for the sales process. Journal of Personal Selling & Sales

Management, 32(3), 305-316.

Chua, A. Y., & Banerjee, S. (2013). Customer knowledge management via social media: the case

of Starbucks. Journal of Knowledge Management, 17(2), 237-249.