The document outlines Starbucks' expansion into Vietnam, including a history of the company, an analysis of the Vietnamese coffee market, and a marketing strategy for Starbucks in Vietnam. It discusses competitors in the Vietnamese coffee market, as well as a SWOT analysis and segmentation/targeting of potential Vietnamese customers. The marketing strategy focuses on using price, product offerings, placement, and promotions to target high-income individuals and build the Starbucks brand in Vietnam.

1. • Nam Cuong
• Quang Chuong
• Bao Son
• Quang Thinh
• Minh Huy

2. OUTLINE
I)Introduction
 History
 Competitor review
II) Market overview
 Overall Analysis
 Market behavior
 Market objective
 SWOT
III) Marketing strategy
 4P
 Segmentation & Target market
IV) Positioning
 Budget location

3. Intro
• Founded on March 30, 1971.
• Founders: Jerry Baldwin,Gordon Bowker,Zev
Siegl
• Headquarters: Seattle, Washington, U.S.
• Locations: > 18,000 stores in 62 countries.

4. • Feb 1st 2013, the first Starbucks store in HCMC,
Vietnam.
• Preparations:
I. 1991: Studied the Vietnamese market
II. 2009: Sent its staff to Vietnam.
III. 2011: Starbucks warned about its arrival in
2013.

5. THREATS
• Coffee culture : strong
Robusta coffee vs light
Arabica coffee
• Prices: high, 60,000-
100,000vnd/ cup
• Competitors: Trung
Nguyen, Highlands, Gloria
Jean’s, The Coffee Bean.

6. Competitor Review
• Direct competitors:

7. BATTLE: Starbucks vs Highlands not Trung
Nguyen
 Same target customers
 Serving many kinds of coffee
 High brand recognition
 > 50 locations in HCMC & Hanoi

8. Market Analysis

9. I) Overall Analysis
A) External Environment
• Vietnam is the Second Biggest country in
exporting coffee in the World

10. I) Overall Analysis
B) Internal Environment
1.Hochiminh City Population
-2010 : Nearly 7.5 Millions People
Population Density : 3.531 person/km square
-2015 : Expected to be nearly 8.6 millions people

11. I) Overall Analysis
2. Coffee Market
It’s a Big and Potential Market
58% of
Market Share

12. I) Overall Analysis
Big Market Small
Market

13. II) Market Behavior
A) History Of Western Coffee in Vietnam
Before 2000 In 2004
In 2008
In 2008 - New Era In 2013

14. II) Market Behavior
B) Culture and Trend:
- “Coffee is not just a Drink , It’s a culture”
- Strong and Slow Coffee Culture

15. B) Culture and Trend:
- “10 Billions USD of luxury products import to
Vietnam in 2010”
- According to Dr. Le Dang Oanh : “Người Việt
Nam có văn hóa chơi trội”

16. B) Culture and Trend:
Starbuck in Vietnam
• Slow coffee
• High class coffee
• Great design , large
house , lots of seats
• Care about the taste
and brand name
Starbuck in US
• Fast coffee
• Normal middle class
coffee
• Small store , simple
decorate , take away
style
• Care about the
convenient and quality

17. -Average : 2048 Customers /Day
-Income per day : 10240 -12800 USD

18. “The Reason of Starbuck’s successful in
Asian countries and in Vietnam is because
there is an “American Dream” in each one
of us .Which is the symbol of innovation
and wealthyness ”

19. III) Marketing Objective
• Adding More Value To The Brand Name (High
Class US Coffee)
• Goal:
-Attracting More Vietnamese High class
Business Man
-Increase The Sale By 20% in the next year
-Expand the market to Ha Noi Capital in 2014

20. IV) SWOT Analysis
• Strength
-Strong brand name
-Great Location
-Great product
-High Technology

21. IV) SWOT Analysis
• Weakness
-High Price
-Late entry to the market
-Coffee culture and taste barrier
-Lack of localization
Challenge : Deliver the American value along
with Vietnamese value

23. IV) SWOT Analysis
• Opportunity
-The growing of the market trend
-Great supply chain

24. MARKETING STRATETY

25. Segmentation
• Age: 18 from 40
• Gender: both women and men
• High income
• Lives in the center of city and
important districts

26. Target market
• Foreigners who working
in Vietnam
• Teenagers
• Business man

27. Products
• Coffee & Espresso;
Frappuccino; Tea ; Chocolate
DRINKS
• Sweet cakes , Cookies ,
Sandwiches
FOOD
COFFEE IN
PACKAGE
• Glass , pen , bottle , little hand
book
ASSESORIES

28. DRINKS

29. DRINKS

31. FOOD
SWEET
CAKES
COOKIES &
SANDWICHES

32. COFFEE BEAN AND ASSESORIES
COFFEE IN
PACKAGE
ASSESORIES
SELF

33. ASSESORIES SELF

34. PRICE
High price for target market
50.000 VND – 100.000 VND 50.000 VND – 80.000 VND

35. PRICE

36. PLACE
• BEAUTYFUL PLACE ; NICE VIEW
• IN CENTRE ; HIGH TRAFFIC AREAS
• CONVENIENT FOR INDIVIDUAL ON
THE GO
Ex: DIS 1 – 3 – 5 – 10 , ANDONG PLAZA,
DIAMON PLAZA , VINCOM ………..

37. PLACE

38. PROMOTION
TRADITIONAL MARKETING
IN STORE DECORATION
ROAD SHOW
FAMOUS PEOPLE
ONLINE MARKETING
WESITE : STARBUCKS.VN
SOCIAL NETWORKS : FACEBOOK

40. > 10
MILLION
PEOPLE

41. Ways to make Starbuck be
popular
• Fan page
• Sponsor
• Event for popular people

44. StarBucks-Rising Star
• Starbuck will become a
phenomenon of youth.
• Leading the style of enjoy coffee

45. Agreement of director
Get Lisence
Appointment inside company
Guest list
Invitation card
Sending card
Waitting for respond
Prepare car for guest
Stage preparation
Band - MC
Baverage
Utilities
Human Resource
Design banner and backdrop
1st check and re design
Report

46. Task Amount (VND) Description
Invitation card 3 mil
Sending card 0.5 mil
Car for Guest 30 mil
Stage 75 mil
Band – MC 48 mil
Beverage 8 mil
Utilities 2.5 mil
Announcement 230 mil
675 mil
Kenh14.vn
YanTV
Total 1,072,000