The marketing strategies that will create positive relationships with the shareholders will certainly be in the growth strategies category. Following the discussion we have previously had for the customers category of stakeholders, a diversification strategy seems to be the most appropriate to encourage positive relationships with the shareholders.
Indeed, a diversification marketing strategy will encourage the shareholders to believe that the company is constantly willing to promote its own business model and its own particular products and services on the market. Additionally it will also sustain the idea that the company has a clear plan and strategy for the future, one that will support the company's profitability.
On the other hand, the company also has to promote innovation strategy of the leader/pioneer type. Such a strategy will determine the fact that the management's aim is towards supporting a leadership path into the future. Such marketing strategies will allow the shareholders be confident of the fact that their investment is safe with the company and that it is likely to bring in additional profit in the years to come.
A similar marketing strategy will have to be promoted towards the investors as well, as the last main category of stakeholders. We need to enlarge the perspective here from the current investors (shareholders) to future, prospective investors. Indeed, for the latter category, an innovation marketing strategy will promote Starbucks as a potentially beneficial business to be done. Innovation and a proactive stance on the market will let potential investors know that the company is targeting to be a leader in the present, as in the years to come, and that it will take the steps necessary to ensure this. In this sense, such a marketing strategy promoted towards the investors will help them make the step from potential investor to shareholder.
Resuming the main marketing strategies that can create positive relationships with each of Starbuck's stakeholders, we can emphasize the idea that all of the stakeholders need to receive messages that will sustain the idea that the company is a leader on the market, both in terms of services,...
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