Is it going to be a failure? Starbuck's #Race Together: Comments on managing this crisis.

Well the fact that they stop writing "Race Together" on the cup anymore in one-week, we can say it was a failure. (http://www.foxnews.com/leisure/2015/03/23/starbucks-baristas-stop-writing-race-together-on-cups/)

However, negative popularity is still a popularity so I guess they did ignite the talk some how about race. Well, should Starbucks be the one to talk about alone?  Probably not.  There is too much lack of integrity to their brand as Tai Tran says (https://www.linkedin.com/pulse/racetogether-3-reasons-behind-starbucks-failure-tai-tran).

It is a relatively expensive store where their target population not necessary covers all race or socioeconomic status. 

What they should have done:

1) Joint venture or do the Campaign on behalf of another organization that supports race equality like with the King Center (http://www.thekingcenter.org/) that support Martin Luther King Jr's vision; RaceEquality.org (http://www.racialequity.org/); Operation Understanding DC (http://www.oudc.org/), etc. etc.

2) Market research what cause Starbucks should support and ask the customers on FB or Twitter or so:

"We, Starbucks, are thinking of supporting a good cause, we thought of the following three topics, please tweet which one you like, and if you have an idea please tweet that too."

1) Supporting Veterans Mental Health
2) Racial Equality
3) Health Care Accessability

Or so and get ideas.

Thomas Edison said “I find out what the world needs. Then, I go ahead and invent it."

Where did marketing strategies go for Starbucks? Did they become arrogant once they are world known company?


What they should do now:

1) Open apology from CEO and/or the owner, no Justification, denial, or blaming.

2) Regain the permission to do the campaign if you want to continue.

3) Give another plan for fixing and never doing the same thing in the future.