Starbucks vietnam Nghiên cứu thị trường starbucks tại việt nam

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Starbucks
Vietnam
P R E S E N T E D

B Y

G O U R M E T

G R O U P


Starbucks Vietnam
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Executive
Summary
Starbucks was launched on 30 March
1971 by Jerry Baldwin, Zev Siegl and
Gordon Bowker, "Starbucks" name
inspired by the novel Moby-Dick.

Starbucks Vietnam

human spirit – one person, one
cup and one neighborhood at a
time."

as the premier purveyor
of the finest coffee in the
world while maintaining
our uncompromising
principles while we
grow."

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"To inspire and nurture the

"To establish Starbucks

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Mission

Vision

03


STARBUCKS VIETNAM

VALUE
Creating a culture of warmth
and belonging
Being present with
transparency, dignity and
respect.
We are performance-driven,
through the lens of humanity


Starbucks Vietnam

SWOT
ANALYSIS


Starbucks Vietnam

Strength
Strong brand image
Employee treatment
Strong loyalty program


Starbucks Vietnam

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Weakness
Easily

replicable

competitors
Strict labour policies
Too few stores

by

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its


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Opportunities
Coffee cultures of Vietnamese
people expand

Reopen to tourism

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Starbucks Vietnam


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Starbucks Vietnam

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Threat
Traditional coffee shops are the
optimal choice for Vietnamese
people
New

competitors

market
targeting.

enter

Starbucks

the
are


MARKET
OVERVIEW
Starbucks Vietnam


COMPETITORS

Highlands Coffee

Phuc Long

Potential competitors,
one of the most wellknown coffee shops
has the highest market
share in the Vietnam
Market

New competitor,
with modern
furnishings, also a
blue and white logo,
but with a more
affordable price


COMMUNICATION
OBJECTIVES
A major goal we're
focusing on this year

Expand the flavour of Arabica to
Vietnamese
Convincing Vietnamese people
about Arabica coffee so that
Vietnamese people gradually
accept the flavours that
Starbucks wants to bring

The taste of Arabica beans
Delicate scent, mild bitterness,
pure gentle aroma because the
caffeine content in Arabica
beans is only from 1-2%.

Starbucks Vietnam

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Starbucks Vietnam

Business
Objective

~31,2 billion VND
ERASE all losses in 2021

80% profit in 2019
Targeting domestic customers
Open more stores around HCM city

Starbuck Vietnam


MARKETING
OBJECTIVES
8%

5%

90%

75%

Maintain monthly
customer service
rating

of the market share
of new locations

10%

Increase retention
rates of consumers'
return rates

Starbucks Vietnam


Starbucks Vietnam

Facing the risk
of reducing the
scale of
operation if it
cannot recover
interest rates as
in previous
years.

Convincing
Vietnamese people
about Arabica
coffee - The number
of Vietnamese
customers drinking

is still limited.


OPEN CAMPAIGNS FOR
EVERYONE TO DISCOVER
MORE ABOUT THE TASTE
OF ARABICA


Vietnamese people can have
an overview of Arabica

Starbucks Vietnam


Starbucks Vietnam

NEW
STORES
Starbucks’ target is to open in
Lakeview City (1 store), RMIT campus
in District 7 (1 store) and Aqua City in
Dong Nai province (1 store). (Attract
1000 customers/month/store).

Aqua City
Lakeview City

RMIT campus

Starbucks Vietnam

SEGMENTATION
AND
TARGETING


Segmentation and Targeting
Segments

Demographic

Psychological

Geographic

Young adults
19-25 years old
Male and Female.
High and stable
income

Active Energetic

Young &
mature adults

Middle-aged
adults

25-35 years old
Male and Female.
High and stable
income



35-40 years old
Male and Female.
High and stable
income



Active Energetic,
Healthy, Balanced,
Minimalistic

Healthy,
Balanced,
Minimalistic

Ho Chi Minh city and Hanoi
(mainly Ho Chi Minh city)

Starbucks Vietnam


Segmentation and

Targeting
Segments

Young
adults

Young &
mature adults

Middleaged adults

Spending habits: willing to spend money on high quality drinks

Behavioral

Purchasing habits: willing to pay for products
commensurate with the quality
Interactions with the brand (Opinion): highly adaptive, open,
welcoming.


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Market Targeting

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Starbucks’s
targeted market:
25-35 both gender
in HCMC and
Hanoi

50% of Starbucks
Vietnam revenue


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Differentiation

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POSITIONING
STATEMENT &
DIFFERENTIATION

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It has never claimed to offer the
cheapest coffee; instead, it has
pledged to create a unique form of

enriched premium coffee
experience

Positioning statement
Starbucks states that their
premium coffee experience sets
them apart from their competitors,
which includes not just high-quality
coffee but also customer service


With regards to the 100%
coffee beans of Starbucks is
Arabica which makes
Starbucks out-performed
their product quality
compared to the Robusta
coffee of Highland

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Arabica
Coffee

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CUSTOMER
SERVICE
STARBUCKS IS
EXTREMELY FOCUSED ON
THE CUSTOMER
EXPERIENCE

Starbucks Vietnam


STARBUCKS VIETNAM

HƯƠNG
CAMPAIGN
THE BEST COFFEE FOR
THE BEST YOU