báo cáo học thuật bài tập nhóm starbucks

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I. EXECUTIVE SUMMARY: 3II. INTRODUCTION 3

A. Company’s Introduction 3B. SWOT Analysis 3,4

III. MARKET ANALYSIS: 41. Industry Overview4

2. PESTLE Analysis 53. Competitor Analysis 5,6,7

IV. ANALYSIS OF INVESTMENT DECISIONS 7

A. Alternative supply from local supply source : 7,8

B. Developing new products and menu adjustment 8

C. Invest in facility 9

IV. CONCLUSION 10

VI. APPENDIX 10

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I. EXECUTIVE SUMMARY:

Starbucks Corporation is a global leader in the coffeehouse and roastery industrywith a mission to "inspire and nurture the human spirit". The company has a strong brand, products and services around coffee, handcrafted beverages, freshfood, non-food items, packaged goods, mugs and accessories, and gifts.

There are several strengths, weaknesses, opportunities, and threats (SWOT)that impact its business, including high prices, intense competition, and limited international expansion. Starbucks also faces stiff competition from other major players in the Vietnamese coffee market, such as Dunkin and McCafé, as well asfrom local businesses. To improve its business in the Vietnamese market, we have identified three potential investment types, including sourcing alternative supply from local suppliers, developing new products and menu adjustments,and investing in facilities. By taking advantage of these opportunities andaddressing its weaknesses, Starbucks can create a more engaging and rewarding

experience for its customers and drive value for the company.

II. INTRODUCTION

A. Company’s Introduction

The Starbucks Corporation is a global leader in the coffeehouse and roastery industry with over 402,000 employees worldwide. Founded in 1971, Starbucks has built a strong brand, products and services around coffee, handcrafted beverages, fresh food, non-food items, packaged goods, mugs and accessories, and gifts. With a mission to "inspire and nurture the human spirit", Starbucks has a vision to "establish Starbucks as the premier purveyor of the finest coffee in theworld" and upholds five core values to ensure their customers feel welcome and appreciated.

B. SWOT Analysis

The Starbucks Corporation is one of the world’s leading coffee companies, with a global presence, a renowned brand, strong customer loyalty, a commitment to sustainability, an innovative business model, efficiency, strategic planning and reinvestment strategies, a strong digital presence, and

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strong financial performance. These strengths have helped Starbucks achieve success and become one of the world’s leading coffee companies.

The weaknesses of Starbucks, a major player in the coffee industry. These weaknesses include high prices compared to some competitors, intense competition, imitability of products, generalized standards for most products, major dependence on a single product line, limited international expansion in some markets, potential negative impact of commodity price fluctuations,dependence on a large number of company-operated stores, and limited menu options for customers with dietary restrictions or preferences. The report provides insight into how these weaknesses could potentially impact the company's performance and provides recommendations on how to address them.

In summary, Starbucks has a number of opportunities to explore in order to continue to grow and diversify its business. These include expanding into new markets, forming partnerships and collaborations with other companies or brands, adopting price differentiation, diversifying its product offerings,introducing a coffee subscription service, expanding its loyalty program,acquiring complementary businesses or brands, and exploring new coffee trends and technologies. By taking advantage of these opportunities, Starbucks can create a more engaging and rewarding experience for its customers and drive value for the company.

The five key threats that Starbucks faces, including competition from other coffee chains and independent coffee shops, changes in consumer preferencesor trends, economic downturns or market instability, supply chain disruptions or sourcing challenges, and labor disputes or employee turnover. These threats can have a significant impact on the company’s market share, profitability, customer traffic, and more, and as such, Starbucks must be prepared to respond to these threats in order to remain competitive and successful in thefuture.

III. MARKET ANALYSIS

1. Industry Overview

Vietnamese coffee is well-known around the world. The volume and value of exports are rapidly increasing. Vietnam's coffee bean planting area is constantly expanding. As a result, the volume of output increases, promoting coffee bean processing, sales, and export. In Vietnam, coffee has developed into a whole industry chain that is an essential part of the Vietnameseeconomy offering millions of job opportunities

"In the 2021-2022 crop year, Vietnam mainly exported Robusta coffee with 1.5 million tons, worth $2.97 billion; while Arabica coffee was only exported with 60,000 tons, worth $260 million; and decaffeinated coffee with 26,000 tons,

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worth $76.9 million." (Mr. Nguyen Nam Hai, Chairman of the Vietnam Cocoa

Coffee-2. PESTLE Analysis:

Political Factor:

Globalisation changes have forced businesses to adapt, and Starbucks hasbeen successful in expanding globally by considering each country's politicalcontext and conducting thorough research.

Economic Factor:

Starbucks is sensitive to economic factors, and an increase in interest rates can directly impact the company's sales and its suppliers' investment plans, potentially leading to a decline in sales and hindering expansion.

Social Factor:

To increase customer engagement and frequency of visits, Starbucks should implement policies or strategies that enable them to identify potential local customers and encourage them to visit their stores more often.

Technological Factor:

In today's world, technology is ubiquitous, and companies are striving to incorporate it into their operations wherever possible. Starbucks has leveraged the advantages of technology by launching its website in 1998, utilizing the latestcoffee machines in its stores, and providing internet access in some of its locations.

Legal Factors:

Because Starbucks operates in various countries, it is important for the companyto have an understanding of the different laws and regulations related to product restrictions, trade, health, employment, safety, and religion. Starbucks must ensure that it adheres to all relevant laws, rules, and regulations in every countryin which it conducts business.

Environmental Factors:

Starbucks must be environmentally conscious by adopting eco-friendly techniques and using recyclable materials. It values its employees as business partners and attributes its success to its marketing strategies that prioritize customer satisfaction.

3. Competitive Analysis:3.1. Competitors In the Market

Starbucks faces competition from major players such as Dunkin, McCafé, Tim Hortons, and Caffè Nero, as well as smaller, locally-owned businesses likePeet’s Coffee. When expanding into Vietnam, Starbucks struggled to compete with small and brand-less businesses due to their failure in menu engineering. They

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faced challenges in competing with the traditional coffee flavor, which is strongand rich, while their focus is on drinks like flat whites and lattes.

Starbucks Main Competitors

in Vietnam (Direct Competitors) Starbucks Indirect Competitors in VietnamTrung Nguyen Legend

The Coffee HousePhuc LongHighlands Coffee

• Costa Coffee• Dunkin' Donuts• McDonald's McCafe• Cafe Coffee Day

3.2 Porter’s Five Force Model:.

New entrant’s threats:

Starbucks faces stiff competition in its operating environment from other established brands such as Trung Nguyen Legend, The Coffee House,Highlands Coffee. Compared to other businesses, Starbucks has a lower entrybarrier to the coffee market as it requires less capital investment to rent orpurchase a store. In addition to its physical stores, Starbucks also reaches itspotential customers through various distribution channels such as supermarkets,grocery stores, mail delivery, and online platforms. The market also has many newentrants who operate in a single store.

Customer’s bargaining power:

The profitability of Starbucks is linked to the number of customers it has. In the past, customers had little bargaining power due to the lack of competition, but now there are many brands and new companies in the market, which has changed the situation. In addition, the coffee market used to be dominated by Starbucks, so customers had less bargaining power. However, as the number of coffee suppliers has increased, customers have more power to choose among companies offering lower prices. Therefore, Starbucks needs to maintain its uniqueness to reduce the bargaining power of customers.

Supplier’s bargaining power:

Suppliers of raw materials like coffee beans and advanced machines used in Starbucks stores have a higher bargaining power, which the company manages by negotiating prices, due to the crucial nature of these items to its operations and limited suppliers in the industry. Howerver, suppliers of items such as napkins and coffee cups have lower bargaining power, and Starbucks' contractual agreements with most of its suppliers further reduces their bargainingpower.

Threat created by substitutes:

Starbucks faces a threat from other non-coffee products such as energy drinks, beer, smoothies, soft drinks, fruit juices, etc., which can potentially replacecoffee. Additionally, there are numerous pubs, lounges, and bars in the market thatoffer a similar environment as Starbucks, making it a challenge for the companyto compete effectively with these alternatives.

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Competitive rivalry in industry:

Starbucks is globally renowned as a brand name, but it faces tough competition from other well-known brands that are actually dominating Vietnam’s coffee market such as Trung Nguyen Legend, The Coffee House, Highlands Coffee. Additionally, there are other major players in the coffee market such as McCafe, Burger King and Dunkin' Donuts that intend to extend their market to Vietnam. These competitors offer similar products, intensifying the competition between them and Starbucks.

IV. ANALYSIS OF INVESTMENT DECISIONS

1. Alternative supply from local supply source

- Reason:

Coffee beans that are being used at the moment had been proved as no longer suitable for demand in Viet Nam, some South East Asia countries. Looking for local sources of Robusta beans in order to compete with local coffee chains suchas Trung Nguyen, The Coffee House,… which provide cafe made from Robusta beans planted in local highland ( Đăklăk, Lâm Đồng, Gia Lai,…). Another reason is that in Europe, world largest coffee market, Robusta and roasted coffee beansare now having a important position in consumer demand. Therefore, selling alternative coffee beans, Robusta, will create opportunity to increase sales, market share, …

- Advantages:

In world market, Robusta beans usually have price equal half of Arabica beans. It could be an huge cutdown in cost by choosing an alternative supply from Robusta’s farms.

Another benefit, Robusta have already prove it potential position in market demand not only in Asia but also Europe. By acquire new supply from directed local source such as Viet Nam (world second largest coffee export country). Starbuck will have an undeniable advantage upon other competitors in Europe, when there are few access of coffee chains come from Robusta beans planting country.

- Disadvantages:

It can be hard to compete with the quality of coffee bean, because local chains store such as Trung Nguyen, origin was a brand come from the city of Coffee (Buon Ma Thuot), have dominated a huge quantity of top quality Robusta coffee bean sources.

Lacking of experience and knowledge about Robusta, Starbuck would sufferfrom difficulties in exploit and delivery the best product make from Robusta’s beanto customer, which have been a familiar product to Asian people. Therefore, local

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consumer and those who have try lot of coffee origin was Robusta coffee would immediately recognise the difference.

- Evaluate:

Due to the trend of more caffeine inside coffee, Robusta can be a potential alternative of Arabica. This might lead to sales improvement in countries with the hobby of drinking coffee from Robusta’s bean. Furthermore, the price of Robustais just as half of Arabica which is likely to cut down cost for material but still develop the quality of products. It might violate the pride of Starbuck's original coffee bean, Arabica, but the combination of both would increase the market share of Starbuck by widening the target customers.

2. Developing new products and menu adjustment- Reason:

In America, Starbuck seem to be a middle-class coffee chains, with target customer is middle and upper-middle classes as well as educated. But in Viet Nam, and some South East countries, Starbuck have brand recognition as a luxury coffee brand due to it high price in compare to local coffee. Furthermore, Its product still stick to the original menu in US which might be not appropriate fordifferent cuisine and local trends. Therefore, a replacement of some existing product come from America but not suitable with local demand by on trend product, seasonal specialties and price adjustment would increase revenue and acquire customer loyalty.

- Advantages:

Due to it global chains, Starbuck already have a huge customer testing market. When a new product come up, Starbuck can test the attribute of their products insimilar market before write it on the menu.

Starbuck have an massive profit from the North US market, which can be use to testing and generating new product ideas with minimum of risk if the product fail to reach the customer.

They can sell their new product at an profitable price at the beginning, becauseof the brand awareness as a luxury brand in some South East Asian countries. So

they would not need to sacrifice new product profit at first.

- Disadvantages:

The new product would face extreme judgment because it come from a brand that was consider to be luxury. Therefore, if the product is not perfectly prepare, do not catching the trend and not satisfy customer want, new products will fail in attempt to encounter customer.

- Evaluate:

This is an promised improvement in attempt to increase customer hospitality, revenue of the stores. Starbuck have strong resources to start research and develop new product. Moreover, it business ecosystem provide best environment

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for testing and preparing for the establishment of new product. But coming with good condition for develop new product is the challenge and high expectation of customer for the perfect product can provide satisfaction.

3. Invest in facility- Reason:

At the moment, many coffee store have their facility structure follow creative topics. Which can accidentally gain customer interest and make them paid more.As a luxury brand awareness, as mention before in this report, consumer puthigh expectation when they pay their money and when their expectation aremeet, their willingness to return will increase.

- Advantages:

Starbuck have huge allowance due to successful economic activity back in NorthAmerica, leading to more easily for them to start constructing their stores following the trends.

They have many store in all the world from many culture. Therefore, the idea andthe inspiration come from them is a lot. They can mix and apply decorated topic from one nation to other regions.

- Disadvantages:

Starbuck is a chains coffee. Therefore applying reconstructed must be apply for all stores and each store in order to be creative must have different decoration style but following the core value that the decors want to embrace. This will required a lot of time to maintain the idea, screening its, and starting to construct,….

When it start to construct, a store must stop its operation in order to protect the customer and employees. This will lead to lost of revenue in an specific time.

- Evaluate:

In monopolistic competition market, this is a way to charge higher price and increase revenue of business. In consider of Starbuck, their strength is that they have store all over the world. Therefore, the multi culture variation in decors, structure will give them plenty of ideas. But doing this investment, is also agreeto stop the operate a store in order to start construct for a while. This will lead to an decrease in revenue and if the decoration is not accepted by customers, also mean that it will not bring back any value. Then, Starbuck will waste their money for nothing. This is also a high risk investment.

After evaluated all three options, we believe in the recently of situation and lostof revenue in Asia segment. The most possible investment is finding an alternative supply source in local supplier. This will as first reduce cost of our company due to the long-term dept increase and an shortage in overall revenue in compare to other years. Secondly, have proven open a new door to our customer segment who are interesting in Robusta coffee bean.

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V. CONCLUSION

Based on the aforementioned data, Starbucks may decide to take a specific approach to increase sales and customer loyalty, such as creating new products or changing menus. Starbucks is able to test new product features incomparable markets before adding them to the menu due to its sizable customer testmarket. In some Southeast Asian countries, the brand is considered a premiumbrand, so they can offer new products at a discounted price instantly.Starbucks should consider investing in facilities to attract more customers. Butthe most effective way for Starbucks to thrive and invest is by using theAlternative Supplies from Local Supply method, specifically by substituting Robustacoffee beans for Arabica beans, Starbucks can reduce investment costs for rawmaterials while also expanding into the Asian market, where Robusta beans arewell-liked, and potentially opening up a significant market in Europe, where thiscoffee bean is not widely available. While this approach can reduce investmentcosts for raw materials and expand into new markets, Starbucks must alsoaddress immediate challenges, including maintaining quality and gainingexperience in producing Robusta beans. By carefully considering these factors,Starbucks can position itself for long-term success in a highly competitive industry.

VI. APPENDIX