Using Smartphone Apps To Attract and Retain New Customers: Advantages and Challenges for Starbucks in Digital Marketing- a Case Study of Birmingham, UK

Abstract

The dissertation discusses Starbucks’s digital transformations and initiative strategy to develop mobile app facilities for customers to achieve success in growth and deliver loyalty programs for a competitive advantage. Starbucks launched the mobile so customers can order products through the Starbucks store and enjoy the digital experience in Birmingham, UK.

Through personalized programs. The researcher has divided the dissertation into five chapters for this research work.

Chapter 1 is the introductory part of the dissertation, where the author introduces the mobile app of Starbucks as well as focuses on the research aim, questions, and objectives.

The second chapter is the literature review. The author focuses on the advantage and disadvantages of the mobile app in Starbucks and its strategies to develop customer retention and better relationship for long-term business and growth.

The third chapter is the research methodology, where the author analyses the different research methods to complete the dissertation. The several research methodologies tools Include the research approach, Research strategy, Data Collection methods, and ethical considerations.

The four chapters are the result where the author analyses the collected data and the participant responses.

The 5th chapter is the Discussion, where the researcher discusses all the collected data and links it with the literature review part to bring effective results.

The sixth chapter is the Conclusion and Recommendation, where the author summarizes the entire chapters in this section and links the objectives. Apart from this, the author also delivers recommendations.

Chapter 1: Introduction

1.1: Research Background

Starbucks launched the Starbucks app in 2009, enabling customers to discover nearby locations, nutritional information, and an interactive coffee creator. Such apps were published on the App Store with a specific customer in mind. Ten million smartphone owners use Starbucks’ subscription and payments application. Starbucks Phone App, linked rewards and incentives program, networks of almost everything suitable gadgets in stores, Decentralized network connecting customers, and domain-altering technologies are now only a few technical instances (Barnes,2022). The concept could be modified to allow consumers to obtain rewards in several ways while paying money. The benefits of mobile applications include ease, quick consumer interaction, and increasing online usage. The drawbacks of mobile applications have included the complexity of developing them, the expense of developing them, the expense associated with making them accessible to customers, and the requirement for upgrades and assistance. Consumers are primarily impacted by category, along with communications and networks, irrespective of whether they are in a transitional situation, have low amounts of physical activity, or wish to obtain a significant amount of cash and spend it on an increasingly regular schedule (Kelley et al., 2022). Those few who primarily interact in ads get directed to the Starbucks phone app, which advertises Expresso products. Customers may discover more by scrolling down the page.

“Starbucks’ mobile app employs machine learning to deliver tailored suggestions for other goods that users might like to acquire according to their previous purchases.” “Starbucks’ marketing technique incorporates online connections including its clients through launching innovative means of recruiting technologically forward the. It offers mobile purchasing and Wireless networking sign-in within its restaurants (Hackley & Hackley, 2022). Starbucks’ capability to go digitally, along with its cards, aids in accelerating its procedures. The customizable system allows consumers to get prizes in various formats whilst spending money liberally. This also gives consumers a handy method to invest in and personalize their favourite products. Furthermore, prizes are built into the system, so users receive points towards complimentary beverages and meals with every transaction. It is also no surprise that the Starbucks app has become so popular; it makes its consumers’ life easier (Michalak et al.,2023).

1.2: Research Aim

The research aims to analyze how Starbucks uses its mobile application to attract new

customers in Birmingham, UK. The challenges and advantages of using the Starbucks

application from a customer perspective and the company perspective will be highlighted in

this study.

1.3: Research Objectives

• Understanding and discussing the pros and cons of Starbucks; digital application.
• We are analyzing the impact of the Starbucks mobile application on a customer journey in the U.K.
• I understand and discuss the challenges customers face while using the Starbucks application.
• We discussed the impact of the Starbucks mobile application on digital engagement.

1.4: Research Questions

• What are the pros and cons of the Starbucks mobile application?
• What is the impact of the Starbucks mobile application on a customer journey in the U.K.?
• What are customers’ challenges and issues while using the Starbucks mobile application?
• What is the impact of the Starbucks mobile application on digital engagement?

1.5: Research Rationale

What is the issue?

Before using the Starbucks smartphone application, the company faces too many challenges regarding its business revenue. Starbucks primarily purchases premium-grade coffees because its products are priced higher than the competition, providing competing companies with a competitive edge over Starbucks, resulting in decreased revenue and sales for Starbucks. This would generate a financial issue for Starbucks (Booth et al., 2022).

Why is it the issue?

Before launching the starbucks smartphone application Starbucks faced internal and external problems. Competitiveness, economic issues, and technical considerations were among the problems. In contrast, internal issues include a loss of a team effectiveness environment among workers, a shortage of components in specific locations, and dwindling business values. Starbucks locations nationwide are allegedly becoming low on supplies as even the workforce crisis threatens to inflict damage mostly on retail and supply chain tiers. Many reasons contributed to Starbucks’ downturn in 2007, including a need for more unique customer relationships. Schultz recognized that the corporation was gradually losing touch with its consumers (Guldin,2022).

Why did the researcher shed light on it?

The research shed light on it because by using starbucks mobile application, customers are too much benefit from their purchasing. Starbucks employees and even this starbucks smartphone application innovation have enabled 16 million active Starbuck customer. Rewards members to acquire intelligent suggestions for food and beverages from the application based on nearby shop availability, preferred options, temperature, time of day, neighbourhood interests, and past purchases. Utilize the starbucks smartphone application to place orders ahead of time and purchase at participating stores or monitor earning Stars and Rewards—whether subscribers purchased with money, credit card, or Starbucks Card (Herrmann & Jungwirth,2022).

1.6: Problem Statement

Many people feel that the mobile revolution is headed by a population of customer base who have become the most price-conscious shoppers. The corporation has kept sight of such facts. The company is introducing an innovative smartphone feature that scans the box to share information about coffee’s source. Customers who order using the starbucks smartphone app during peak hours have their items quickly delivered to employees. Whenever a crowd of consumers arrives at the exact moment to start picking up the beverages, it causes bottlenecks and discourages walk-in guests from even trying to purchase. The rise of mobile shopping is already exerting a demonstrable negative effect on company revenues. Starbucks stated that engagements, a measurement of consumer activity, fell 2% during the latest period, mainly owing to issues with online orders (Berners, 2023).

1.7: Dissertation Structure

Introduction: This is the first chapter of the dissertation. In this section, the researcher describes the research background, aim, objectives, questions, rationale, and Problem statement.

Literature Review: This is the second section of the dissertation and critical section of the dissertation. In this section, the researcher describes the review using the theory based on the research objective and the questions about the research gap.

Research Methodology: This is the third chapter of the dissertation; in this section, the researcher describes the study methods or techniques (philosophy, approach, strategy, design, data collection, etc.)

Result and Analysis: This is the fourth chapter of this dissertation. This research is based on primary data sources; in this section, the researcher analyzed the Questionnaire and survey regarding the given topic.

Discussion: In this section, the researcher describes the study result and the entire research.

Conclusion and Recommendations: This is the last and final part of the dissertation. In this section, the researcher concludes the overall research and describes the linking with objectives, recommendations, and future scope of the research.

Chapter:2 Literature Review

2.1 Introduction

A ‘literature review’ is an analytical study created after reviewing the available research on the study topic. A ‘literature review’ is a section of a scientific journal that contains data about the subject and significant findings that the researcher maintains authenticity together while collecting information about Starbucks. In the chapter, the researcher has successfully analyzed the importance of smartphone apps in customer retention and developing customer loyalty. Smartphones are perfect for creating customers’ trust since individuals in every generation are progressively utilizing them (Danwa, 2022). Due to this advancement, an ever-growing population is flocking to their smartphone or the plethora of accessible apps to perform their regular obligations, ranging from socialization, knowledge collecting, personal finance, or purchasing a requested item or product. Starbucks debuted the ‘Starbucks Card Mobile application’ & ‘MyStarbucks smartphone’ in 2009, allowing users to identify local outlets, information on nutrition, and even an interactive drink maker. Both apps were released in the App Store with a specific audience in mind. It proved to be a good move. Apps have proven to be game changers in boosting retail experiences. It is critical to ensuring brand sustainability (Hahn, 2022).

2.2 Importance of smartphone apps to attract and retain new customers

In the modern era, smartphones have become the most excellent and outstanding part of everyone’s life, and people spend the maximum hour with their smartphones. That is why businesses and companies use smartphone apps to attract new customers to achieve success and continuously create a customer base. The companies offer various product services through the mobile app to create awareness and allow the customer to know about the product services (O’Neil, 2022). The mobile app brings quality designs and functionality as a convenience to the customer. The business company successfully reaches a broader audience. It connects with overseas customers to achieve a competitive advantage in the global market and increase the demand for the product by identifying the global image. It successfully developed customer loyalty and connection and successfully connected with local customers to achieve success in growth and provide better customer experiences.

On the other hand, customers should be able to gather information and buy the product quickly and easily. The most important thing is that the company can better understand the customer perspective and solve the issues that help the company develop customer loyalty, accessibility, and convenience (Pride & Ferrell,2019). The customer can easily interact with the company, providing direct communication facilities, an ideal strategy for organizations to boost customer attention and attract new customers to the brand. The smartphone supported the company in boosting its branding, providing customized product services, and successfully interacting with customers to grow and develop an app-centric strategy with faster operations and better-personalized experiences in Birmingham, UK (Florido-Benítez, 2022).

The device features support creating the gate opportunity with massive productivity. The mobile app successfully asked the customers to access the location services camera and payment to provide quality services and better shopping experiences. Apart from this, the instant update and notification facilities support the company to keep in contact with the customer and better understand the customer interest and facility to engage the customers for the long-term product within and grab the user attention. Moreover, smartphone apps make branding possible because they develop customer returns and attract more customers to develop the customer base and make the brand services easier by developing emotional connections for better affordability and productivity (Bian et al.,2022).

2.3 Advantages and disadvantages of using smartphone apps

Advantage 

Accessible communication- The smartphone apps support Starbucks in developing easy communication with customers and developing online uses to provide better customer services. First, mobile apps are easy to use, and customers can easily download the apps through the Google Play Store and utilize effective product services. The most significant advantage of these smartphone apps is that the customer does not need to pay any downloading charges because these apps are free of cost. The company better recognizes its customers to provide services and discounts to develop customer attention and attract more customers through the apps (Lakshminarasimhappa et al., 2022).

Faster operation- The mobile application support to provide the most effective and fast operations and business services to the customer as well as the performance to gain the advantage. The most significant opportunity in the sector is that the company can recognize customer behaviour to offer a personalized experience and support the customer to make effective decisions in choosing the product services to develop customer loyalty and create emotional bone for long-term business and productivity (CAPUANI, 2021).

Online in offline development- One of the exciting things is that the customer can understand the product services online and use the smartphone apps as well. It also motivates it to take the facilities from the offline stores, which is the most significant achievement for the organization to create online and offline capacity.

Brand development- The smartphone apps support the customer to recognize the brand, and the consumer can better understand the services, achieve affordability and productivity, and communicate through the right customers to gain a better marketing experience and branding valuation (Xu et al., 2021).

Disadvantage

Developing a mobile app can be complicated- The mobile needs to suit each platform, such as Android, Windows, and iPhone, and it is very costly and timely to develop and maintain. It continuously needs to develop technology updates. Building a mobile app for the business is expensive and requires technical expertise supporting different operating systems like iOS and Android (Rohini et al., 2022).

Maintenance- developing mobile applications and their maintenance is the most critical and effective strategy to connect with potential customers. It requires regular maintenance and updates to run the app smoothly, and fixing glitches can be the most time-consuming and expensive (McManus et al.,2019).

Security risk– The smartphone application has a security risk because hackers or cyber criminals attack the apps to steal the customer’s sensitive data.

Dependency on the mobile network– The other most significant disadvantage of smartphones is that it needs internet connections to function correctly, and the usesers can face the biggest problem in poor network service area or slow internet speeds (Gee et al.,2019).

2.4 Starbucks strategies to attract customers through smart smartphone apps

Starbucks app delivers effective product services and individual customer preferences by providing offers and discounts and directly targeting the customer’s address. This is the unique strategy of the star work to keep personalized touch with the customers to achieve success in growth and create holistic brad interactions with both online and physical experiences (Ahmed et al.,2022).

Incentivise brand loyalty 

Starbucks heavily invest in different app to achieve customer loyalty and develop different programs to connect directly with the customers and boost engagement. The Loyalty program supports the company in providing effective product services to the users. It provides a reward for online booking to increase customers’ use of the app for better experience loyalty.

 Developing the personalized experience

Starbucks is one of the most critical leading companies that utilize real-time information to boost the customer experience and provide personalized product services with attractive discounts and personalized touches. The firm discovered that delivering special bonuses and incentives such as birthday presents, values, and complimentary beverages was the most excellent way to connect with its clients. Customers are more likely to interact with this technique since they use the app to obtain freebies (Sharma et al., 2023).

Loyalty Program

Starbucks has also effortlessly integrated a loyalty program into its app. They discovered that customers are more willing to continue purchasing beverages to obtain a free one. The capacity to continually obtain details about their consumer base and purchasing behaviour is a significant outcome of the schedule. The reward scheme operates by accumulating stars with each investment. Clients that accumulate a particular number of stars can redeem them for other privileges or prizes.

Building customization 

Starbucks recently modified its app to enable playlist viewability to generate more engaged and brand-immersed customers. Now, patrons at Starbucks locations may add the tunes they hear playing to a playlist inside the app. The smartphone app employs GPS technology to identify the store the user is in and then shares the music data specific to that establishment. After leaving the business, customers may access their playlists using Spotify and keep listening to the recorded music (MacKay et al.,2020).

2.5 The issue of using Smartphone apps in the digital era

Starbucks Successfully utilizes digital platforms in Birmingham, UK, for better customer retention and business growth. The Smartphone app supports the company in completing digital marketing and getting the statical information to connect with people worldwide. Apart from this growth and success star work, the significant challenges in developing the mobile app to boost the user experiences (Bryson et al.,2020).

Compatibility issues with some devices- Starbucks is facing problems regarding compatibility with every device to boost functional efficiency. This is the most important and influential platform, so it is necessary to develop services and become compatible with all the devices and platforms to help people and complete all the criteria to reduce failure. The users of getting difficulty and not do find the unsupportive error-solving features that create the most significant difficulties (Dias & Victor, 2022).

Difficulty in maintaining the code of qualities- Starbucks is facing challenges in adding new updates of features to the app because it increases the amount of data, creating more considerable difficulties in maintaining the code of quality. The company uses the code of standards to solve problems and maintain the code of quality in the application to use the stability and consultancy of the code (Wewege & Thomsett,2019).

Ensuring security throughout the app development process- According to the different surveys, most apps face cyber attacks and problems maintaining the code because hackers or attackers can steal the data from the app, creating the most considerable harm to the software. Sometimes the attackers infect the software, which is automatically installed in the user’s devices, creating a big problem because the hacker can steal the sensitive data of the usesers. Starbucks needs to develop security features to prevent this cybersecurity hacking and run the business successfully with effective effort.

2.6 Literature gap

The literature gap is where the knowledge is developed to understand the limitations and areas that need to be researched or investigated correctly. The development of the smartphone app for customer attention is significant, but the literature gap successfully analyzes the particular topic to identify the existing gap to develop future work.

Lack of timelines brings significant challenges because it creases project delays, leads to maintenance costs, and slows down functionality. The unplant timeline creates significant issues and does not bring clarity and profitability to the organization.

Cost overruns are a significant and vital element because different organizations always focus on the budget and annual maintenance costs before launching the app and running it smoothly.

In terms of the process, the design methodology process needs to formulate the app development to recognize the problems and the necessary iterations that lead to the app’s success.

Chapter 3: Research Methodology

3.1: Research Philosophy

An investigator can identify a plan that will effectively achieve the goals of this type of research project with the help of philosophical perspectives. The research question about Starbucks leveraging their mobile application to attract new consumers typically leads to this. It is vital to note that these presumptions are frequently part of the study’s findings through early study activities. The scientist’s mindset also appears to impact some investigations’ outcomes significantly. The study’s assumptions help choose the study’s design and the many procedures currently included in this process. Realistic, positivist, and interpretivist ideologies are three of the most frequently researched. For this investigation, the post-positivist philosophy has been adopted by the researcher. It is also accurate to state that postpositive philosophy represents a fresh positivist viewpoint. This is primarily because the study’s conclusions have already substantially impacted the observable social grouping. The researcher benefited from the post-positivist approach in that a sizable portion of their investigational attempts has yielded positive results. The results of several studies have already been highly beneficial to the researcher. The choice of the realism philosophy may be difficult for the investigator because this school of thought only handles scientific methods (H.R. & Aithal, 2022).

3.2: Research Approach

This research is focused on Apps for smartphones used to acquire and keep new clients. Research approaches classified as “inductive and deductive” constitute another critical component of such academic experiments. The deductive strategy or approach is primarily concerned with doing scientific work utilizing information already collected and determined by a group of experts and is thus quantifiable. It significantly aids in the creation of favourable circumstances. Such directing techniques should adhere to a systematic process that starts with broad concepts and guides the study toward particular conclusions. When the conclusions of such a logical course have been rambled, it may attempt to forge a real connection and correlation with a particular circumstance. The inductive approach is vastly superior, especially to the deductive method. For this assignment, the researcher chose the deductive strategy. The deductive method establishes the latest theory and develops the hypothesis and variables options. The inductive approach had yet to be selected for this assignment since the inquiry domains inside this study are built on the representations of the hypothesis and the current concept (Hall et al., 2021).

3.3: Research Strategy

Tactics methods come in two different varieties. The first is the most critical component of a scientific investigation that helps to finish another extensive research project. The strategies are separated into qualitative and quantitative categories. The quantitative technique assists in measuring certain qualities associated with this wide range of components. This qualitative research process does a great work of revealing the participants’ motives and opinions. It is for these same rationales that the investigators may have chosen specific study approaches. A quantitative research strategy is used to assess behaviour and attitudes, including attitude, which is when extra factors are introduced. Furthermore, the method of qualitative investigation reveals the objective of the inquiry as well as essential respondent attitudes and motives. As a consequence, this research adopted a mixture of the two strategies. The quantitative strategy was used for the survey, and the qualitative strategy was used for the interview. The investigator decided on a quantitative research strategy for all of this research as little more than an investigator. This is because quantitative research enables inquiry into complicated phenomena, including research inside the present-day business climate. Qualitative research is very effective when attempting to comprehend individuals’ or communities’ emotions, opinions, and emotions about a specific topic (Mottron, 2021).

3.4: Data Collection

Researchers often use two types of information-gathering strategies during an investigation: primary and secondary data collection techniques. Since it originates from such a specific source, primary information is more reliable. Primary data is quicker and simpler to obtain than secondary data, which might take several months or weeks to acquire. Primary data sources have been utilized to provide a comprehensive view. The majority of the quantitative data will be acquired using a survey questionnaire. In this study, researchers distributed a questionnaire containing ten questions to Clients. The researcher interviewed 4-5 executives from various Starbucks shops to learn more about this research (Roh et al., 2019).

3.5: Data Analysis

According to the study backdrop, Starbucks uses its smartphone apps to acquire new consumers. Data analytics has been defined as the deliberate use of quantitative or professional judgment to characterize, show, compress, repeat, and evaluate data. For such methods of analysis, it has to have been necessary that the quantitative data be analyzed using Microsoft Word and Excel (Amalina et al.,2019).

3.6: Reliability and Validity

The methodologies or specific procedures that aid in locating, selecting, collecting, and evaluating material connected to the issue are referred to as investigation. This enables individuals to evaluate the original study’s dependability and the scholarly article’s validity. Validity and dependability are positive characteristics of research work that collaborate with the outcomes. The findings of such previous research help determine the overall trustworthiness of this kind of technique. Whenever findings have been duplicated, they tend to appear more dependable. When this comes to credibility, the method is more likely that it will work (Rose & Johnson, 2020).

3.7: Ethical Consideration

Ethical concerns inside the research are indeed a set of principles that impact entire research concepts and procedures. Among these criteria are consider this, informed authorization, identification, confidentiality, capability of possible damage, and consequence distribution. The investigator must follow specific ethical criteria whenever performing the study. Respondents are not required to complete the survey, and the investigator has no power to force respondents to do so. Individual replies are also kept private. Every appropriate ethical procedure was followed in this investigation. Individual respondent data are not to be accessed or utilized in any way. The investigation was completed in complete conformity with the 1998 Data Protection Act. The investigator has not had to employ force to convince participants to join the research project (Thompson et al.,2021).

3.8: Project Timeline

 Time Table

Chapter 4 Result

4.1 Introduction

Many study participants provide positive results about mobile Smartphone apps to develop business health and connect with more potential customers to achieve success in growth and enhance customer retention. The participants and the respondents help Starbucks. The researcher has taken the surveys to understand From the individual and the participants to complete the experimental research work to understand the Smartphone apps advantage in Starbuck growth and customer retention in Birmingham, UK. For Starbucks, mobile payments are becoming very convenient because customers use the smartphone app, which increases the online amount. It is a great way to save time because the customer orders the coffee without getting to the shop, and the regular customers get the benefits and rewards from the company on every purchase. The survey and the question you are supporting Starbucks to understand the customer reaction and response and understand how it supports the development of customer loyalty and generating revenue through the mobile app

4.2 . Quantitative Analysis Surveys

Q.1 What age group do you belong to?

Findings – According to the overhead table, 45 respondents are between the ages of 17 and 23, 60 are between the ages of 24 and 34, 30 are between the ages of 35 and 45, and 15 are over 45.

Analysis – Most performers in this investigation are between the ages of 25 and 35. The different participants of the other age groups support the research to understand the interest as well as the popularity of Starbucks and also help very searchers to understand young people’s behaviour. Apart from this, middle age group people are interested in using Starbucks products.

Q.2 What is your gender?

Findings- The above table supports that 75 male participants among the 150 R are responding, and 45 female participants are also responding in this sector. Apart from this, 30 respondents shares also shared their opinion and views.

Analysis – The majority of the people belong to the male groups, and this analysis supports that there are also females and other groups that have taken an interest in the section. This is a general question, so it is unnecessary to relate it to the literature review part.

Q.3 Do the markets have an impact on customer behaviour?

Findings: The above table shows that 105 participants chose the yes, 30 chose the no, and 15 chose the maybe option.

Analysis: The majority of the participants in this survey agreed with the question posed. Consumer behaviour studies what motivates individuals and organizations to buy things and sustain certain manufacturers. Psychology, behaviour, and motivation are the primary three research topics. Advertising can affect customer behaviour profoundly. Understanding customer trends makes it easier to know how to influence consumer behaviour. Furthermore, as businesses evolve, so do consumers’ goals and behaviours. Smartphone apps are the most important digital marketing strategies.

Q.4 Does Starbucks need to foster to develop new marketing strategies?

Findings: The data in the exterior opposite demonstrates that 90 participants chose yes, 30 chose no, and 30 chose maybe.

Analysis: Most of the respondents in this study compromise with the research inquiry. The organization would require to cut R&D expenses, just like they had been accomplishing with declining spending on earnings and transactions, to reduce the growth in coffeehouse prices, according to developments in the coffee business that had already occurred before COVID-19. Along with increasing sales, the marketer’s movements help the company establish itself as a leader in its field, open additional stores and locations, and keep its current clientele happy. Organizational impediments must be removed to prompt shared requests of those objectives and supplement flexibility to deliver the most increased priority results as they become unrestricted.

Q.5 How long do you have experience in the business?

Figure 9. Business experience

Findings: It is clear from the chart above that 75 participants selected the ‘affirmative answer option, 45 established the ‘affirmative option, and 30 set the maybe option.

Analysis: The majority of the participants in this study agree with the research question. “marketing” refers to a business’s initiatives to encourage purchasing and selling a good or service. The company provides the appropriate product services to develop unique customer experiences and facilitates the mobile apps to provide adequate services to show the customer feel valued. A sale is an agreement between two or more parties when the seller sells the products and the buyer purchases them. Starbuck sellers inform customers about the novel product produced by coffee house companies while promoting their prescriptions. The term “sale” is also frequently used to describe finding customers and converting that into a digital transaction.

Q.6. How do Starbuck marketing strategies increase digital marketing?

Figure 10. digital Marketing

Findings: the above data provides the information that 60 participants selected the yes option, 45 respondents selected the no choice, and 45% of respondents also reacted to the maybe option.

Analysis: The analysis supports the researcher in understanding the participant’s reactions to the question to understand how Starbucks connects with the potential customer in Birmingham, UK. The question boosts sales that recognize the brand image in the Global market. Moreover, the Questionnaire also supports The company in understanding the customer perspectives, developing the product services, and satisfying customer requirements and preferences. Moreover, digital marketing support Starbucks in connecting with the Birmingham people in the U.K. to generate revenue and successfully enter the new demographic with the help of Smartphone apps.

Q.7.How Starbucks differentiate itself in the coffee industry?

Figure 11.Different strategies of Coffee Company

Findings: The above table showcase that 90% of vents responded to the yes option as well as 45 fell to the no choice, and 15 people fell to the maybe option.

Analysis: Product innovation and quality support Starbucks to differentiate its market from the competitors in a global world and provide a unique and better customer experience. The research supports the researcher in understanding how Starbucks develops the relationship with customers for the long-term business and offers an individual test of the coffee to purchase loyalty and faith.

Q.8. How do the current marketing trends impact the industry?

Figure 12. Marketing Trends

Findings: The above table support that 120 participants selected the yes option. Apart from this, 15 participants chose the no choice, and 15 set the maybe option.

Analysis: The researcher established an effective questionnaire and survey to understand the current marketing trends that impact Starbucks. The researcher figures out that analyzing this recent marketing training starts work by continually changing his product services to satisfy customer preferences, develop customer attention with the smartphone app, and update the features.

Q.9 Is digital evaluation bring growth to the coffee company?

Figure 13. Digital Evaluation

Findings- The table clarifies that 105 participants selected the yes option, 15 selected the no option, and 30 selected the maybe option.

Analysis: study the participants agree with the question that digitalization and advanced technology positively impact organized growth and start with utilization techniques to boost the perfectibility and connect with the more potential customer in the new market.

Q.10.Can the app developer and marketers choose effective marketing strategies?

Figure 14. Effective Marketing Strategies

Findings- The table supports that 120 participants fall under the year’s option as well as 15 participant fall in the no option, and 15 chose the maybe option.

Analysis- The researcher found that app developers seek the best strategies and tools to provide adequate customer services and facilitate growth and revenue.

Chapter 5: Discussion

The researcher analyzed the specific points and planned the Questionnaire for institutions like Starbucks and accomplished the survey to bring the effective result and the appropriate approach to the importance of smartphone apps in the growth of customer retention as well as analyze the data to develop the deep inside about. To get an effective result, the researcher has targeted the respondents for an in-depth study that is time-, consuming because the customer needs to take the different services and interviews to collect the data to understand how Starbucks is developing the Smartphone apps to connect with the potential customers to achieve success and growth as well as promote the own version of the Smartphone apps to offer the free links and discounts. The survey might help the researcher to understand the star work digital marketing strategy it supports the company in making effective decisions. The researcher analyzes the survey methods to collect the data to understand the profit and advantage of the smartphone apps in Birmingham, UK and the survey question from the 150 respondents to develop the overview about launching the mobile app features to become famous. A recent study shows that Starbucks has to provide loyalty rewards to customers and become the leading restaurant chain in the U.K. to boost digital engagement with better customer experiences ((Garcia, 2022).

The most significant area of the research focuses on innovative manufacturing and businesses to bring marketing solutions and promote digital marketing through the smartphone app to connect with potential customers and leverage the advanced technology advancement to find the business in different countries to achieve success and growth. According to the researcher, smartphone app apps are becoming the most essential and practical tools for the food company to target more customers and bring solutions To the sector to boost the economic model and revenue (Formica, 2022).

The coffee house company Successfully analyzed the digital marketing strategy of developing Smartphone apps to connect with potential customers and provide product services in Birmingham, UK, to offer the fresh rosted coffee bean. Marketing digitally by developing Smartphone apps to connect with potential customers and introducing the product services to the target people in Birmingham, UK, support the company’s growth and success and successfully recognizes the brand image through digital advertisement. Starbucks has delivered significant effort to develop the mobile app to increase great success. The app’s success supports the company in increasing the overall revenue and implementing the new mobile strategy to use the purchase and sales. The strategies support Starbucks’ customer base and develop the capabilities with the mobile marketing Technology to make the successful marketing campaign (Tideman, 2022).

Emerging technology brings the dynamic scope for Starbucks to create Optimisation and clarity, and the company can keep an eye on the target customers. The client may easily connect with the firm since direct contact capabilities are provided. This is an excellent technique for organizations to increase customer attention and attract new customers to the brand. In Birmingham, UK, the smartphone assisted the company in boosting its branding, providing customized product services, and successfully interacting with customers to achieve success in growing and developing an app-centric strategy with faster operations and better-personalized experiences (Бовтенко, 2022). The equipment supports the creation of the gate opportunity with tremendous productivity. To deliver excellent services and improved shopping experiences, the mobile app successfully requested that clients access the location services camera and payment. Aside from that, the quick update and notification capabilities help the organization stay in touch with consumers and better understand their interests, as well as the ability to engage customers for the long-term product within and capture user attention.

Furthermore, smartphone applications enable branding by increasing customer returns and attracting new consumers to expand the customer base and make brand services more accessible by building emotional ties for improved affordability and productivity. As a result, Starbucks need appropriate tools for examining cost networks to maximize profit margin. Analyzing and modifying customer behaviour and inconsistent payments is one of the numerous difficult circumstances in the coffee industry (Gerke, 2022). The fundamental issue of the aforementioned quantitative study is determining connections between the arrows of various manufacturers, which are also known as characteristics, factors classifications, and metrics. The data structure and sequence are likely consistent since the unique leadership system is steady. The statistical estimation of the libraries is most likely significant. Investigating relationships between great command appliance particulars for a confident area would be beneficial. The equipment supports the creation of the gate opportunity with tremendous productivity. To deliver excellent services and improved shopping experiences, the mobile app successfully requested that clients access the location services camera and payment. Aside from that, the quick update and notification capabilities help the organization stay in touch with consumers and better understand their interests, as well as the ability to engage customers for long-term products and capture user attention. Furthermore, smartphone applications enable branding by increasing customer returns and attracting new consumers to expand the customer base and make brand services more accessible by building emotional ties for improved affordability and productivity (Doucet & Doucet, 2022).

Finally, the researcher has discussed the issues of the starbucks mobile apps. Starbucks is having issues with gadget compatibility in order to increase functional efficiency. Because this is the most powerful and effective platform, building services and becoming compatible with all devices and platforms is crucial to assist people and meeting all requirements to prevent failure (BRAILSFORD, 2022). Users need help finding the unsupportive mistake solution features that cause the most challenges. Starbucks is having difficulty adding new features to the app since the volume of data rises, making it more challenging to maintain the quality code. The corporation uses the standard code to address difficulties and maintain the quality code in the application to utilize. According to several polls, most apps suffer the problem of cyber attacks and challenges maintaining the code since hackers or attackers may quickly grab the data from the app, causing the most significant harm to the program. Sometimes attackers infect software, which automatically installs on user devices, which causes a significant problem since the hacker can steal essential data from users (Weisbord et al.,2022).

Chapter 6: Conclusion and Recommendation

6.1: Conclusion

This is the last chapter, where the author concludes the contract topic and develops the idea of Starbucks and how it uses digital technology and current market trends to recognize its global presence and leadership—with the development of the mobile app successfully developed the customer experience, which boosts customer retention and develops a better customer experience by offering coffee with a welcoming environment and unique service quality. The company’s marketing strategy is unique, inviting the “ideal coffee shop ambience” To achieve a competitive advantage in the global market and adopt an effective marketing strategy to achieve success and growth.

6.2: Linking With Objectives

Objective 1

• Understanding and discussing the pros and cons of Starbucks; digital application.

In summary, the researcher has effectively discussed the pros and cons of Starbucks’ digital applications and their effect. The Smartphone apps continually positively impact the growth of the customer base and provide real-time information, so the company makes an organized strategy to enter the new demographic to achieve success and generate revenue. It also evaluates the challenges of digital applications to develop effective strategies to mitigate the issues.

Objective 2

• We are analyzing the impact of the Starbucks mobile application on a customer journey in the U.K.

Through the smartphone application, Starbucks creates a positive experience for the customer and helps the customers by providing personalized product services. The company marketing strategy is powerful in that customer feels satisfied and develops a relationship with the customers to generate a higher revenue than the competitors.

Objective 2

• We discussed the impact of the Starbucks mobile application on digital engagement.

Smartphone applications developed customer engagement by providing better customer services and boosting the favourable environment to connect with potential customers worldwide by increasing the activity on the social media platform.

6.3: Recommendations

• Evaluating the digital channels and the assets is the most critical infective strategy of Starbucks that needs to develop for further growth and development as well as handle the social media campaign to fill the organizational goal.
• Choosing digital marketing tours is the most critical and practical suggestion for the star work to monitor customer preferences and behaviour and build the buyer’s persona success.
• Learn to adopt advanced technology and the machine learning programs such as artificial intelligence support to achieve the organizational goal. Additionally, it needs to refine the skill set of the employees and organize the learning and educational programs to develop a robust digital presence to develop the personal brand in the international market.
• They are analyzing a researching the digital marketing budget and the digital marketing prices to understand the key digital marketing trends to achieve the organization’s goal and development.

6.4: Future Scope of the Research

The researcher has evaluated the existing research work and the primary data to understand the future scope of the development of smartphone applications in Starbucks and its positive impact on marketing growth. The future scope depends on formulating the sector gap and conducting a new project based on this topic to bring an effective outcome. The researcher has taken the service in a particular area, so there is broad scope for Future researchers to select the new area and location to bring effective differentiation in the result. Future researchers can also evaluate the literature gap to research and mitigate the issues.

References

Ahmed, A.A.A., Agarwal, S., Kurniawan, I.G.A., Anantadjaya, S.P. and Krishnan, C., 2022. Business boosting through sentiment analysis using the Artificial Intelligence approach. International Journal of System Assurance Engineering and Management, 13(Suppl 1), pp.699-709.

Amalina, F., Hashem, I.A.T., Azizul, Z.H., Fong, A.T., Firdaus, A., Imran, M. and Anuar, N.B., 2019. Blending big data analytics: Review on challenges and a recent study. Ieee Access, 8, pp.3629-3645.

Barnes, J., 2022. From wallet to mobile: exploring how mobile payments create customer value in the service experience (Doctoral dissertation, University of Birmingham).

Berners, P., 2023. An Events Industry Takes Shape: A Study of the U.K. and Poland (Doctoral dissertation, University of Essex).

Bian, J., Li, W., Zhong, S., Lee, C., Foster, M. and Ye, X., 2022. The end-user benefits of smartphone transit apps: a systematic literature review. Transport Reviews, 42(1), pp.82-101.

Booth, G., Nevin, M. and Whitehurst, J., 2022. The Strategic Alliances Fieldbook: The Art of Agile Alliances. Routledge.

BRAILSFORD, P.A., 2022. Light, traces and identity: The embodied experiences of urban explorers within abandoned spaces (Doctoral dissertation, Durham University).

Bryson, J.R., Sundbo, J., Fuglsang, L., Daniels, P., Bryson, J.R., Sundbo, J., Fuglsang, L. and Daniels, P., 2020. Techno Service Worlds? Digitization of Service Businesses. Service Management: Theory and Practice, pp.61-85.

CAPUANI, F., 2021. LA GESTIONE DELLE COMUNITÀ ONLINE: UN NUOVO DRIVER PER LO SVILUPPO DEL BUSINESS.

Danwa, A., 2022. Kim Kardashian: A Marketing Mastermind.

Dias, L. and Victor, A., 2022. Teaching and learning with mobile devices in the 21st century digital world: Benefits and challenges. European Journal of Multidisciplinary Studies, 7(1), pp.26-34.

Doucet, B. and Doucet, M., 2022. Streetcars and the Shifting Geographies of Toronto: A Visual Analysis of Change. University of Toronto Press.

Florido-Benítez, L., 2022. International mobile marketing: A satisfactory concept for companies and users during the pandemic. Benchmarking: An International Journal, 29(6), pp.1826-1856.

Formica, P., 2022. Words and Voices. In Ideators. Emerald Publishing Limited.

Garcia, R., 2022. Taking Back Control: putting work, money, politics and the media in the hands of the people. Book Guild Publishing.

Gee, R., Sloan, D. and Symes, G., 2019. The Retail Start-up Book: Successfully Plan, Launch and Grow a Business. Kogan Page Publishers.

Gerke, M., 2022. Activism Among Organized Fans of Professional Soccer in the U.S. An Ethnographic Study of Soccer Supporters’ Groups in New York City (Doctoral dissertation, State University of New York at Stony Brook).

Guldin, R., 2022. Whose Future? Whose Facts?: A Critical Case Study of News Literacy Education in the United States (Doctoral dissertation, University of Oregon).

Hackley, C. and Hackley, R.A., 2022. Rethinking advertising as paratextual communication. Edward Elgar Publishing.

Hahn, B., 2022. Reurbanisation and Restructuring. In The U.S. City in Transition (pp. 53-102). Berlin, Heidelberg: Springer Berlin Heidelberg.

Hall, J., Gaved, M. and Sargent, J., 2021. Participatory research approaches in times of Covid-19: a narrative literature review. International Journal of Qualitative Methods, 20, p.16094069211010087.

Herrmann, A. and Jungwirth, J., 2022. Inventing Mobility for All: Mastering Mobility-as-a-service with Self-driving Vehicles. Emerald Group Publishing.

HR, G. and Aithal, P.S., 2022. Why is it Called Doctor of Philosophy and Why Choosing Appropriate Research Philosophical Paradigm is Indispensable During Ph. D. Program in India? International Journal of Philosophy and Languages (IJPL), 1(1), pp.42-58.

Kelley, L.D., Sheehan, K.B., Dobias, L., Koranda, D.E. and Jugenheimer, D.W., 2022. Advertising media planning: a brand management approach. Taylor & Francis.

Lakshminarasimhappa, M.C., 2022. Web-based and smart mobile app for data collection: Kobo Toolbox/Kobo collect. Journal of Indian Library Association, 57(2), pp.72-79.

MacKay, B., Arevuo, M., Mackay, D. and Meadows, M., 2020. Strategy: Theory, Practice, Implementation. Oxford University Press, USA.

McManus, J., Winroth, M. and Angelis, J., 2019. Service operations management: A strategic perspective. Bloomsbury Publishing.

Michalak, A.M., Xia, J., Brdjanovic, D., Mbiyozo, A.N., Sedlak, D., Pradeep, T., Lall, U., Rao, N. and Gupta, J., 2023. The frontiers of water and sanitation. Nature Water, 1(1), pp.10-18.

Mottron, L., 2021. A radical change in our autism research strategy is needed: Back to prototypes. Autism Research, 14(10), pp.2213-2220.

O’Neil, S.K., 2022. The Globalization Myth: Why Regions Matter.

Pride, W.M. and Ferrell, O.C., 2019. Marketing. Cengage Learning.

Roh, Y., Heo, G. and Whang, S.E., 2019. A survey on data collection for machine learning: a big data-ai integration perspective. IEEE Transactions on Knowledge and Data Engineering, 33(4), pp.1328-1347.

Rohini, P., Tripathi, S., Preeti, C.M., Renuka, A., Gonzales, J.L.A. and Gangodkar, D., 2022, April. A study on the adoption of Wireless Communication in Big Data Analytics Using Neural Networks and Deep Learning. In 2022 2nd International Conference on Advance Computing and Innovative Technologies in Engineering (ICACITE) (pp. 1071-1076). IEEE.

Rose, J. and Johnson, C.W., 2020. Contextualizing reliability and validity in qualitative research: Toward more rigorous and trustworthy qualitative social science in leisure research. Journal of leisure research, 51(4), pp.432-451.

Sharma, A., Singh, S.K., Kumar, S., Chhabra, A. and Gupta, S., 2023, February. Security of Android Banking Mobile Apps: Challenges and Opportunities. In International Conference on Cyber Security, Privacy and Networking (ICSPN 2022) (pp. 406-416). Cham: Springer International Publishing.

Thompson, A., Stringfellow, L., Maclean, M. and Nazzal, A., 2021. Ethical considerations and challenges for using digital ethnography to research vulnerable populations. Journal of Business Research, 124, pp.676-683.

Tideman, S., 2022. Triple Value Leadership: Creating Sustainable Value for Your Business, Your Customers and Society. Routledge.

Weisbord, R.K., Horton, D. and Urice, S.K., 2022. Wills, trusts, and estates: The essentials. Aspen Publishing.

Wewege, L. and Thomsett, M.C., 2019. The digital banking revolution: how fintech companies are transforming the retail banking industry through disruptive financial innovation. Walter de Gruyter GmbH & Co KG.

Xu, X.Y., Wang, L.Y., Zhao, K. and Chang, F.K., 2021. The migration of viewers in gaming streaming: The perspective of a push-pull-mooring model. International Journal of Human–Computer Interaction, 37(14), pp.1330-1346.

Бовтенко, М., 2022. Press Office. English for PR. Современная пресс-служба. Английский язык для бакалавров по направлению «Реклама и связи с общественностью». Litres.