TAKE AWAY CAT
UCI 302 E-COMMERCE
Enter facebook.com/Starbucks
1. Read the opening case and answer the following questions:
(a) In what ways you think Starbucks increases its brand
recognition with its EC initiatives?
(b) Some criticize My Starbucks Idea as an ineffective
“show off.” Find information about the pros and cons of
the program. (See the Starbucks Ideas in Action Blog).
(c) Starbucks initiates discussions on Facebook about
non-business topics such as the marriage equality
bill. Why?
(d) Discuss how customers are being kept involved and
engaged in the various EC initiatives.
(e) Starbucks believes that its digital and social initiatives are “highly innovative and cause dramatic
changes in consumer behavior.” Discuss.
(f) Watch the video available on Stelzner (2010) (8 min)
and answer the following:
i. How does Starbucks use video marketing in
social media?
ii. How does the company listen to their customers?
iii. What are some tips for success and for things to
avoid?
iv. Enter facebook.com/Starbucks. Summarize your
impressions of the site