Starbucks Situational Analysis For Communication Solution
Selected Company: Starbucks, Inc. https://www.starbucks.com/
Instructions
Submit your situational analysis for communication solution. It should be a complete, polished artifact containing all of the critical elements of the final product. It should reflect the incorporation of feedback gained throughout the course.
Overview
The final project for this course is the creation of a situational analysis for communication solution. The use of communication strategies in the corporate world is not a new concept. All companies, large or small, use communications in an attempt to link stakeholders to an organization and to produce favorable outcomes. Managing and orchestrating internal and external communications within an organization to accomplish desired objectives is one goal of a marketing communications strategy. For your final project, you will choose a U.S.- based company that markets its products and/or services internationally. Your task is to analyze the company’s situation and provide solutions through appropriate types and styles of communications. The project is divided into three milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final submissions. These milestones will be submitted in Modules One, Three, and Five, with the final submission due in Module Nine.
In this assignment, you will demonstrate your mastery of the following course outcomes:
Differentiate between types of communication strategies for the most appropriate approach in achieving the target goal
Assess internal and external corporate communications for their potential legal, compliance, and brand implications to stakeholders
Analyze communication strategies in international environments for intercultural repercussions on organizational or brand image
Evaluate the consistency of communications with management strategies for target markets and brand values
Compose communications consistent with corporate objectives that meet pre-determined situational needs
Prompt
Your artifact should answer the following prompt:
What variables must be considered when crafting appropriate communications for particular situations?
Specifically, the following critical elements must be addressed:
I. Background:
Give a brief overview of your chosen company, including the types of products, markets it operates in, and its brand values (i.e., what the brand means to you).
II. Scenario 1:
Envision the following situation: An overseas contractor that is a major supplier to your chosen company has recently been revealed as one that operates with poor working conditions for employees (uses child labor, pays low wages, requires long hours, no benefits, etc.). Based on this scenario:
a) For both internal and external audiences, differentiate among the major types of communication strategies by defining the most appropriate type(s) (informational, educational, and/or persuasive) and the intended target audience, and explain why the particular type was chosen (purpose).
b) Craft internal and external communications that correlate with the chosen strategies.
c) For each communication, address the legal, compliance, and brand implications to stakeholders. This means, what legal aspects must be considered with the communication? What compliance issues need to be considered? How could the brand be affected?
III. Scenario 2:
Your chosen company approves a policy to tackle discrimination in the workplace. Examples of possible discrimination topics include gender, racial, religious, or age discrimination.
a) For both internal and external audiences, differentiate among the major types of communication strategies by defining the most appropriate type(s) (informational, educational, and/or persuasive) and the intended target audience, and explain why the particular type was chosen (purpose).
b) Craft internal and external communications that correlate with the chosen strategies.
c) For each communication, address the legal, compliance, and brand implications to stakeholders. What legal aspects must be considered with the communication? What compliance issues need to be considered? How could the brand be affected?
IV. International Differences
a) Internal:
For your chosen company, imagine you are working in the human resources department based in the home country (the United States) and are tasked with communicating to employees in both the United States and one other country. To communicate effectively, you decide that different versions of the same type of communication are needed, containing the same essential information. Analyze this style of communication and provide justification for its use. Provide an example in which there were cultural differences and room for a possible breakdown in communication.
b) External:
Advertising for international companies involves being aware of cultural differences. For your company, select advertising that is utilized in more than one country for similar products or services. Examine the different components of the advertising element.
V. Target Market and Brand Value:
For your chosen company, select an advertisement used in the home market and determine its consistency with management strategies in regard to:
a) Target market(s)
b) Brand value
Guidelines for Submission:
The situational analysis must follow these formatting guidelines: double spacing, 12-point Times New Roman font, and one-inch margins, and discipline-appropriate citations.
