Communication in Starbucks the Impressive

Communication in Starbucks

The impressive success of Starbucks has put them in the list of Fortune companies that efficiently deliver services to customers. With the company's mission and strategy, Starbucks entered the scene of putting their business in the technological environment. This was made possible with the introduction of information technology in the business operation of Starbucks. With the company's web site, they aimed to maintain an information service that would be accessible for their customers wherever they go. The company's utilization of the Internet has then become an element in providing information about the company.

Information technology is used in Starbucks for communication through the launching of Starbucks.Com. The web site is an online strategy that Starbucks hoped to become an effective mode of online communication to customers as well as to other business segments. Initially, the web site aims to target an ambitious goal. That is, to serve as a means of information dissemination as well as the possibility of diving into e-commerce. According to Habermann and his colleagues,

The initial eCommerce strategy was quite ambitious, Starbucks hoped to capitalize off of the excitement of the internet boom, new e-commerce possibilities and its strong brand name. The company planned on targeting the $100 billion lifestyle product market by offering a website full of links to vendors that offered gourmet food, furniture, and home furnishings.

Although the initial goal of Starbuck's technology strategy was quite extensive, the company is currently doing it right in terms of e-Strategy. Their implementation of information technology in their business operations, through an online information service and e-commerce, provides them an additional form of communication as well as an additional source of income. The web site focuses on delivering business to its customers, and at the same time delivering business to other business segments (Habermann, et. al., 2004). Habermann and his colleagues describe the current information technology strategy of Starbucks as follows.

Currently the site is more in line with the company's mission and strategy, to build the brand, educate their consumers and provide some limited online purchases as well as value added services. Its focus is on the business to consumer and business to business segments. The site is very clear, concise and easy to navigate which makes the overall experience very user friendly.

In view of this, it can be concluded that Starbucks somehow successfully uses information technology to communicate with their customers and business partners.