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“Technology Helps Starbucks Find New Ways to Compete”

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Michael Shanahan

on 11 June 2014

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Transcript of “Technology Helps Starbucks Find New Ways to Compete”

Pro's and Con's
of Wireless technology in store ops

Simplifies the business process
face to face communication
improved customer service
general higher efficiency

communication amongst managers
in store distractions
network issues
Other Enterprises
with similar concepts
Starbucks Competetive Edge
A competetive advantage is when an organisation has an edge over rivals in attracting customers and defending against competitive forces - Porter 2004

Customer Communication
Starbucks Organisational Strategy
“Technology Helps
Find New Ways to Compete”
- A Case Study

Continual strategy investments
Communication with customers
Virtual Communication
Team Bacon
Michael Shanahan
Maddison Lochert
Edward O'Neill
Norma Machado
Bentley Anderson

Focused differentiation strategy
Over 1/3 customers SmartPhone users
Pay using a SmartPhone
Launched 'Starbucks Digital Network'
Regained competitive advantage

Based in Seattle
Founded in 1971
1700 Coffee shops
Found in over 55 countries

The most famous coffee
outlet in the world
Superior customer service as a result of technology advancements
Technology helped enhance in store operations
In summary
During the economic downfall customers complained Starbucks had lost its
Customers started turning to rivals such as
for coffee


by increasing employees~customers interaction

such as the 'smartphone app' and the 'digital network' provided customers with another means of communication with Starbucks

Leading to
levels of
Full transcript