CASE STUDY: BREWING CUSTOMERS EXPERIENCE THROUGH SOCIAL MEDIA

1.     Business Model

Business Model of Starbuck is Business to Customers (B2C). Starbucks started setting up outlets which were a combination of retail coffee bean and an espreso coffee. Starbucks built a brand trough its employee and each of its retail outlets were customers friendly and provide a high leve of service. The store sold fresh-roasted, gourmet coffee beans and brewing, and roasting accessoris. Fresh espreso beverages, cold blended beverages, a wide range of whole bean coffees, food items that complemented coffee, and other merchandise related to coffee were retailde trough these store. Starbucks is getting bigger and expand the market, and Starbucks offered a varieties of coffees, tea drinks, fruit smoothies, ice cream, and its own range of breakfast snacks, plus franchised merchandise like T-shirts, book and music, its chief revenue earner was the premium coffee.

2.     B-web Models

v  Objective

Exchange information, goods, and services.

Starbucks sell varieties product but not only products like beverages and foods also the services like wifi and free internet. Starbuck aslo can be a place to exchange information or place to have meeting between people.

v  Characteristics

Targeted supplier selection, process optimization, product integration, innovation, network optimization.

With suggestion provided by the customers, it could be customized by adding more milk, more coffee, replacing milk with soy milk, adjusting the intensity and the sweetness.

v  Customer Role

Buyer, supplier, and market participant.

Starbucks become the first consumer brand to have 10 million fans on facebook and was ranked no.1 in online engagement. Starbucks continued to provide its unique experiences to customers even if they were away from retal location, by remaining connected with them through the social media.

v  Benefit

Comfortable products and services, creative and mutual products and services, just in time delivery.

Starbucks is highly popular in the social media with million of fans and there are more than 200 facebook pages. Starbucks engaged with customers in multiple ways through social media. Through social media starbucks reinforced and deepened its relationship with existing customers. Not only that, as several users of social media are the younger age group. Starbucks are a view in the future, they will become its loyal customers.