BTN QTCL Starbucks June25

Qun tr chin lc GVHD: TS.
NGUYN THANH LIM
I HC NNG
TRNG I HC KINH T
KHOA QUN TR KINH DOANH
*********************
BI TP NHM
ti: Phn tch chin lc ca cng ty
Starbucks
GVHD: PGS. TS. Nguyn Thanh Lim

Nhm thc hin: Nhm 1 Lp K32.QTR.N
1. Phan Th Cng
2. Phan Ngc Thi Bnh
3. Nguyn Mnh Cng
4. Inthavongsa sivanhtha
5. L Th Tng Vi (Nhm trng)
Nng, Thng 6/ 2017
STARBUCKS Trang 0
Bi tp nhm Qun tr chin lc GVHD: PGS.TS. Nguyn Thanh Lim
MC LC

I. LCH S QUN TR CHIN LC CA CNG TY.....................................................6

1. Gii thiu s lc v cng ty............................................................................................6
2. Lch s pht trin cng ty..................................................................................................6
2.1 Giai on 1971 - 1987................................................................................................6
2.2 Giai on 1987 1990:...............................................................................................7
2.3 Giai on 1990 2008:...............................................................................................8
2.4 Giai on nm 2008 n nay:...................................................................................10
3. Kt lun ton b lch s chin lc ca Starbucks:.........................................................11
II. PHN TCH S MNH, VIN CNH..........................................................................12
1. Vin cnh........................................................................................................................ 12
2. Tuyn b s mnh...........................................................................................................12
2.1 Ni dung................................................................................................................... 12
2.2 Nhn din m hnh kinh doanh.................................................................................14
2.3 Cam kt em li cho gii hu quan..........................................................................15
2.4 Cc mc tiu chin lc............................................................................................18
III. PHN TCH THAY I MI TRNG BN NGOI...............................................19
1. Mi trng ton cu........................................................................................................19
2. Mi trng v m............................................................................................................20
2.1 Mi trng kinh t....................................................................................................20
2.2 Mi trng cng ngh..............................................................................................24
2.3 Mi trng vn ha x hi........................................................................................27
3. Mi trng ngnh...........................................................................................................28
3.1 nh ngha ngnh......................................................................................................28
3.2 M t ngnh..............................................................................................................29
3.3 Nm lc lng cnh tranh........................................................................................31
3.4 Nhm ngnh.............................................................................................................36
3.5 Chu k ngnh............................................................................................................37
3.6 ng thi cnh tranh.................................................................................................38
3.7 Yu t then cht ca thnh cng...............................................................................39
3.8 Lc lng dn dt s thay i..................................................................................40
IV. PHN TCH MI TRNG BN TRONG..................................................................41
1. Phn tch chin lc hin ti ca cng ty........................................................................41
Nhm 1 STARBUCKS Trang 1

1.1 Chin lc cp cng ty.............................................................................................41

1.2 Chin lc ton cu..................................................................................................44
1.3 Chin lc chc nng...............................................................................................52
1.4 Chin lc cp n v kinh doanh............................................................................62
2. Thc thi chin lc.........................................................................................................67
2.1 C cu t chc..........................................................................................................67
2.2 C ch kim sot.......................................................................................................69
3. Thnh tu chin lc......................................................................................................70
3.1 Cc thnh tu th trung...........................................................................................70
3.2 Phn tch cc thnh tu ti chnh..............................................................................71
3.3 nh gi cc im mnh, im yu..........................................................................71
3.4 Phn tch s ph hp chin luc (phn tch SWOT).................................................73
V. BN CHT LI TH CNH TRANH...........................................................................75
1. Bn cht li th cnh tranh.............................................................................................75
2. Ngun gc to li th......................................................................................................75
2.1 Phn tch chui gi tr...............................................................................................75
2.2 Phn tch ngun lc, kh nng tim tng, nng lc ct li........................................76
VI. DANH MC TI LIU THAM KHO........................................................................76

I. LCH S QUN TR CHIN LC CA CNG TY
1. Gii thiu s lc v cng ty
K t khi thnh lp vo nm 1971 cho n nay, Starbucks tr thnh hng c ph hng

u th gii c tr s ti Seattle, Washington, M.
Starbucks l hng rang xay v bn l c ph c sn hng u trn th gii, hot ng ti
75 quc gia. Starbucks thu mua v rang nhng loi c ph cht lng cao bn cng vi c
ph nhn, tr, ung khc v cc loi thc n nh, thng qua cc ca hng do cng ty iu
hnh. Ngoi thng hiu Starbucks Coffee hng u, Starbucks cn bn hng ho v dch v
di thng hiu sau: Teavana, Tazo, Seattles Best Coffee, Evolution Fresh, La Boulange v
Ethos.
Hin nay, cng ty ang tip tc m rng ca hng trn ton cu, b sung thm cc ca
hng mi c cc th trng pht trin hin ti nh M v ti cc th trng tng trng cao
hn v mi hn nh Trung Quc. Ngoi ra, bng cch tn dng kinh nghim thu c thng
qua m hnh ca hng truyn thng, Starbucks tip tc cung cp cho ngi tiu dng c ph
mi v cc sn phm mi khc di nhiu hnh thc khc nhau. Bn cnh , Chin lc Trch
nhim Ton cu ca Starbucks, cam kt lin quan n vic tm kim ngun cung cp c ph
cht lng cao, ng gp tch cc thnh cng ca cng ty
2. Lch s pht trin cng ty
2.1 Giai on 1971 - 1987
Khi Gordon Bowker, Jerry Baldwin v Zev Siegl m ca hng Starbucks Pike Place
Seattle vo nm 1971, hu ht nhng ngi ung c ph Hoa K ung c ph cht lng
km, gi r, c pha ch sn mt cch nht nho. Vi cch tip cn nh hng cht lng v
am m, ba ngi sng lp Starbucks - Jerry Baldwin (sinh nm 1942), Gordon Bowker (sinh
nm 1942) v Zev Siegl (sinh nm 1942) mong mun thay i nhn thc ca cng chng v c
ph c th tr nn tuyt vi nh th no. y chnh l nh hng cho s thnh lp v pht
trin ca Starbucks.
Mc tiu chin lc trong giai on ny l Starbucks s lun mang li cho khch hng
loi c ph nguyn ht rang m mu vi cht lng cao nht.

Starbucks bt u bng cch bn cc ht c ph rang ca Peet's Coffee & Tea v Peets

Coffee & Tea l cng ty kinh doanh c ph rang cht lng cao ni ting dnh cho nhng
ngi snh iu v c ph lc by gi. C ba nh sang lp Starbucks lc c truyn cm
hng bi kin thc su rng v c ph ca Alfred Peet m theo h l khng ai nc M c
th snh kp.
Nm 1972, Alfred Peet hng dn Starbucks cch rang c ph sm mu v sau h
pht trin kiu rang Full City (kiu rang Starbucks) mang bn sc ring. iu ny gip
Starbucks s hu cng ngh rang xay c ph c bit, v gip Starbucks p ng nhu cu
nhanh hn v ch ng hn.
Nm 1984, Starbucks mua li Peet's Coffee & Tea, gip Starbucks s hu hon ton
cng ngh v c s rang xay c ph cht lng ca Peets Coffee & Tea ti vng vnh San
Francisco v tr thnh hng cung cp c ph cht lng cao hng u b Ty nc M.
Kt lun: Thng v mua li Peets Coffee & Tea v k tha kinh nghim, cng ngh
rang xay c ph nguyn cht vi bn sc ring, gip Starbucks to dng c li th cnh
tranh bng cht lng vt tri. iu cng gp phn cng c trit l, nim tin vo cht
lng ca Starbucks.
2.2 Giai on 1987 1990:
Nm 1983, Schultz i n , ni ng b n tng bi s ph bin ca cc qun bar

espresso Milan v l ln u tin ng thng thc latte. ng nhn thy tim nng pht
trin mt nn vn ho v qun c ph tng t nh vy Seattle. ng nhn nh: Starbucks
bn ht c ph ngon, nhng h li khng phc v c ph pha ch. Vo nm 1984, Schultz
thuyt phc nhng ngi sng lp Starbucks th nghim m hnh qun c ph trung tm
thnh ph Seattle, ni m Starbucks Caff Latte u tin c phc v. Tuy nhin, cc ch s
hu t chi tip tc tng ny, v h ch mun tp trung vo kinh doanh c ph ht rang
nguyn cht. Ngc li, i vi Schultz, th nghim thnh cng ny l nn tng ng sng
lp Il Giornale vo nm 1985, chuyn cung cp c ph pha ch v ung espresso c lm
t ht c ph Starbucks.
Nm 1987, Il Giornale mua li ti sn ca Starbucks vi s hu thun ca cc nh u t
a phng v i tn thnh cng ty Starbucks.
Mc tiu chin lc ca giai on ny ca Starbucks l pht trin mt dng ca hng
mi, khng cn n thun l ca hng bn l nhng cng khng phi nh hng, va bn c ph
nguyn ht va phc v c ph espresso mang phong cch trn khp nc M. (nh hng
sn phm). ng thi, tp trung xy dng i ng nhn vin trung thnh v am m trong cng
vic. Cc hnh ng chin lc:
- T nm 1987-1989, lin tc xy dng cc ca hng c ph phong cch trn khp
nc M, cung cp dch v nhanh gn nh, khng c ch ngi, phc v nc ung mang i ti
cc im vn phng trung tm thnh ph.
- Cng b chng trnh bo him sc khe cho nhn vin ton thi gian v bn thi gian
nhm duy tr i ng nhn vin trung thnh. Bi Schultz hiu rng tc lun chuyn lao ng
cng tc ng n lng trung thnh ca khch hng. Mt s khch hng ca gh qun thng
xuyn ti mc khi h va n, mt th pha c ph s nh ngay ra thc ung yu thch ca h.
Nu ngi th pha c ph b vic, mi kt ni mnh m s t.
Kt lun: Starbucks pht trin h thng ca hng c ph mang phong cch trn ton
nc M, tp trung vo lng vt tri, nhm n i tng khch hng ti cc vn phng
trung tm thnh ph, mua sn phm v mang i v ch trng nhng sn phm tin li. Bc
u thnh cng trong vic xy dng i ng nhn vin trung thnh bng chnh sch phc li, s
tn trng v mi trng lm vic thn thin.
2.3 Giai on 1990 2008:
Nm 1990, Starbucks m rng tr s chnh ti Seattle, v tuyn b s mnh ca

Starbucks:
Xy dng Starbucks thnh nh cung ng c ph cht lng ho hng nht th gii m
vn duy tr c cc nguyn tc bt bin trong qu trnh pht trin. Su nguyn tc nh hng
gip chng ta cn nhc s ph hp ca cc quyt nh a ra:
- To ra mi trng lm vic tuyt vi v i x ln nhau bng s tn trng v t trng
- Coi s a dng l mt yu t thit yu khi kinh doanh
- p dng cc tiu chun cao nht khi thu mua, ch bin v phc v c ph
- Khin ngy cng c nhiu khch hng lun hi lng v Starbucks
- ng gp tch cc cho cng ng v cho mi trng
- Nhn thc c rng li nhun l yu t quan trng mang n thnh cng trong tng
lai ca chng ta
Mc tiu chin lc ca giai on ny l:
- Tr thnh mt biu tng ca li sng M, a Starbucks tr thnh mt Chn Th
Ba mt ni quy qun m cng v thoi mi thot khi nhng bn rn lo toan gia nh v
cng s. (nh hng khch hng). Khng ch bn c ph m cn bn tri nghim c ph.

ng thi a Starbucks tr thnh thng hiu c ph ni ting nht v c yu thch nht

trn th gii
- Tip tc pht trin i ng nhn vin v gn kt h vo s pht trin ca cng ty
Cc hnh ng chin lc:
- Tp trung xy dng vn ha cng ty, nhn mnh vo tn trng c nhn. Starbucks cung
cp cc quyn li tt nht v cng bng cho nhn vin bn thi gian v ton thi gian nh tip
tc chng trnh bo him sc khe.
- S ra i ca Bean Stock, vi mc tiu bin mi nhn vin Starbucks thnh mt i
tc. y l chng trnh tng quyn mua c phiu cho mi nhn vin, trn ton h thng cng
ty, t qun l cp cao n th pha c ph, theo t l lng c bn. Mc ch l kt ni gi tr c
ng vi cc li tc di hn dnh cho nhn vin, h c c hi cng chia s nhng g m tng
trng mang li, v lm r mi lin kt gia ng gp ca h v gi tr ngy cng pht trin
ca cng ty
- Tuyn dng tuyn dng cc nh khoa hc v u t hng triu cho Nghin cu &
Pht trin a dng ha sn phm nhng vn gi c ci li sn phm l c ph cht lng.
- u t vo thit k khng gian ca hng, t thit k ca hng, cch bi tr ln bao b,
cc loi ung espresso, cc cng thc pha ch c ph, thm ch c nhng sn phm mi nh
a nhc jazz
- Cc hnh ng chin lc nh: a dng sn phm vi sa khng bo, khch hng cn
c th chn vani hay siro du rng pha vo thc ung espresso ca mnh nu thch; pht
minh ra cc cch thng thc c ph mi, t nc gii kht ng chai, kem, cho n cc sn
phm sng to khc, v d nm 1995 bt u phc v sn phm ung mang thng hiu
Frappuccino, mt loi ung lnh v mn nh tuyt, nm 1996 bt u bn thc ung pha
c ph Frappuccino ng chai (a Starbucks n vi cc siu th v ngnh kinh doanh nc
gii kht ung lin), nhm mc tiu phc v khch hng tt hn, mang li s hi lng cao hn.
- Tn dng sc phn phi khng l ca Pepsi m rng Starbucks ra khi cc ca
hng bn l v ng vo mt v tr ni bt hn trong th trng chnh thng
- Nm 2000 Thnh lp Cng ty Thng mi C ph Starbucks (SCTC) ti Lausanne,
Thy S qun l vic thu mua c ph ht xanh. Nm 2004, Starbucks thnh lp Trung tm h
tr nng dn trng c ph San Jose, Costa Rica cc chuyn gia cht lng v nh khoa hc
ca Starbucks chuyn giao cho nng dn cch thc trng, chm sc cy c ph nhm m bo
cht lng ca ngun cung c ph ht xanh.

- Nm 2006 l cng ty u tin ra mt loi cc ng thc ung bng giy c cha cht
x ti ch sau khi s dng trong ngnh cng nghip c ph. Hnh ng ny th hin cam kt
trch nhim ca cng ty i vi cng ng v mi trng.
Kt lun:
- Thay i quan im t nh hng sn phm sang nh hng khch hng, trn nn
tng cng c trit l v cht lng. Ngha l Starbucks p ng khch hng bng cch thng
thc c ph m h mun nhng khng lm l ph hng gi tr ch thc ca c ph v xm
phm ti s trn vn ca n. Starnucks tm nim phi gi vng hng v c ph rang sm mu
m nh vn c v l ba h mnh, l di sn ca Starbucks.
- To dng li th cnh tranh bng p ng khch hng vt tri thng qua i ng
nhn vin v a dng ha sn phm.
2.4 Giai on nm 2008 n nay:
Nm 2008, Ch tch Howard Schultz tr li lm gim c iu hnh v Tuyn b s

mnh mi. S mnh ca chng ti: khi ngun cm hng v nui dng tinh thn con ngi
mt ngi, mt cc c ph v mt cng ng vo mt thi im.
Mc tiu chin lc ca giai on ny l tp trung vo lm mi tri nghim Starbucks
qua vic thc y ci tin v thay i trong tt c cc lnh vc c th chm n khch hng
Cc hnh ng chin lc:
- Thng v mua li The Coffee Equipment v h thng pha ch Clover nm 2008,
mang li cho Starbucks mt trong nhng i mi quan trng nht trong vic pha ch c ph. V
mt chin lc, vic mua li ny s chng t cam kt ca Starbucks trong vic cung cp cho
khch hng Starbucks nhng tch c ph ring bit dnh cho h bng loi c ph Starbucks
him nht v k l nht s dng h thng pha c ph Clover.
- Ra mt cc sn phm v sc khe nh: Vivanno Nourishing Blends, ba im tm
Perfect Oatmeal, lun n lc p ng nhu cu khch hng.
- S dng trang web My Starbucks Idea, hay Facebook, Twitter thu thp kin v
phn hi t khch hng. p dng cc u i cho khch hng trung thnh, ng dng thanh ton
v t hng bng ng dng trn in thoi di ng (Mobile Order & Pay v Starbucks app for
iPhone) gip khch hng t hng v thanh ton nhanh chng m khng phi xp hng.
- Tip tc u t vo cc chng trnh o to nhn vin, truyn cm hng cng vic
cng nh xy dng vn ha cng ty.

- u t vo cc chng trnh h tr pht trin bn vng cy c ph cho nng dn, h

tr nng dn vay vn;
- Starbucks cam kt h tr vic lm cho v.chng ca qun nhn
- i u trong cc chng trnh bo v mi trng sng
Kt lun: Trong giai on ny Starbucks lun i mi p ng khch hng tt hn,
tip tc tp trung pht trin i ng nhn vin v cam kt kinh doanh trch nhim v o c.
3. Kt lun ton b lch s chin lc ca Starbucks:
- Cng ty ch yu hot ng trong cc lnh vc sau: thu mua, rang xay v phn phi c
ph, kinh doanh ca hng c ph
- Cht lng tt l yu t ct li hng u c xy dng t khi mi c thnh lp
- p ng khch hng vt tri thng qua n lc mang li cho khch hng nhiu hn l
c ph cht lng, l nhng tri nghim trn vn v xng ng ti cc khng gian ca hng
c ph, l ni ca s kt ni v l mt phn trong cuc sng hng ngy, ngoi cng s v gia
nh.
- Starbucks tp trung vo pht trin i ng nhn vin, cng vi a dng ha sn phm,
v tri nghim Starbucks p ng khch hng vt tri.
- Kinh doanh mt cch c trch nhim vi cng ng v mi trng
II. PHN TCH S MNH, VIN CNH
1. Vin cnh
Cng ty khng cng b bn tuyn b vin cnh chnh thc, nhng ngay t khi thnh lp
v xuyn sut qu trnh pht trin, cng ty lun duy tr gi tr ct li ca mnh l cht lng.
Gi tr ny c duy tr xuyn sut t khi Starbucks mi ch l ca hng bn c ph rang
nguyn cht ti Pike Place Market, Seattle. Mc d sau ny Howard Schultz m rng hot ng
sang lnh vc cung cp c ph pha ch v cc sn phm i km th cht lng vn l nguyn l
nn tng v bn vng ca Starbucks.
Starbucks chia s c ph cht lng tt nht th gii bng cch tp trung vo ngun
cung ng c ph cht lng v phng php rang xay c ph c bit. Khi Gordon Bowker,
Jerry Baldwin v Zev Siegl sang lp ra Starbucks, h chia s c ph bng vic bn c ph rang
xay ti cc ca hng, vi mc tiu gip cho ngi M cm nhn c v ngon thc s ca loi
c ph thng hng. n thi Howard Schultz, Starbucks khng ch cung cp c ph rang xay
nguyn cht, ng cn pht trin h thng ca hng bn c ph pha ch v nhn mnh vo p

ng khch hng mt cch tt nht, vi c m a Starbucks tr thnh mt phn khng th

thiu trong thi quen hng ngy ca mi ngi.
2. Tuyn b s mnh
2.1 Ni dung
Bn tm tt
To inspire and nurture the human spirit one person, one cup and one neighborhood
at a time.
Tm dch:
Khi ngun cm hng v nui dng tinh thn con ngi mt ngi, mt cc c ph
v mt cng ng a phng vo mt thi im
Bn y :
S mnh ca Starbucks: Khi ngun cm hng v nui dng tinh thn con ngi
mt ngi, mt cc c ph v mt cng ng a phng vo mt thi im.
C ph ca chng ti: Trong qu kh ln tng lai, chng ti , ang v s lun ch
trng vo cht lng. Chng ti say m tm ngun cung ng ht c ph ho hng nht theo
cch c o c, rang chng mt cch cn thn v ci thin cuc sng ca nhng ngi trng
c ph. Chng ti quan tm su sc n tt c cc hot ng ny; cng vic ca chng ti
khng bao gi kt thc.
i tc ca chng ti: Chng ti c gi l i tc v y khng ch l cng vic m
cn l nim am m ca chng ti. Cng nhau, chng ti tn vinh s a dng to ra mt
ni m mi chng ti c th l chnh mnh. Chng ti lun lun i x vi nhau bng s tn
trng v t trng. V chng ti cng nhau phn u theo chun mc .
Khch hng ca chng ti: Khi chng ti hon ton ha nhp, chng ti giao thip,
ci a v lm cho cuc sng ca khch hng phong ph hn d ch mt vi khonh khoc.
Chc chn iu ny bt ngun t li ha v ung c pha ch hon ho, nhng cng vic
ca chng ti vt xa hn th: thc s l kt ni gia ngi vi ngi.
Ca hng ca chng ti: Khi khch hng cm nhn c s gn gi, thn thit, th cc
ca hng ca chng ti tr thnh mt chn ngh ngi, tr n khi nhng lo toan ca cuc sng
thng nht, mt ni gp g bn b l tng. chnh l s tn hng cuc sng theo gung

quay ca n c khi chm v m hng v, c khi li nhanh hn nhng lun thm m

tnh nhn vn.
Cng ng a phng ca chng ti: Mi ca hng l mt phn ca cng ng, v
chng ti c trch nhim l nhng lng ging tt mt cch nghim tc. Chng ti mun c
cho n mi ni chng ti kinh doanh. Chng ti c th l mt lc lng hot ng tch cc
kt ni cc i tc, khch hng v cng ng chung tay ng gp mi ngy. Gi y
chng ti thy rng trch nhim ca chng ti v kh nng thc hin nhng iu tt p
thm ch cn ln hn. Mt ln na, th gii ang mong i Starbucks a ra chun mc mi.
Chng ti s l ngi dn ng.
C ng ca chng ti: Chng ti bit rng khi hon thnh mt trong nhng mc tiu
ny th cc c ng ca chng ti s tn hng cc thnh qu vn l phn thng dnh cho
h. Chng ti hon ton chu trch nhim m bo mi yu t trn c thc hin ng n
Starbucks v tt c nhng i tng lin quan u c th vt qua mi tr ngi v cng
nhau pht trin.
y l bn tuyn b s mnh mi nht ca Starbucks, do ch tch kim Gim c iu
hnh Howard Schultz tuyn b vo nm 2008.
2.2 Nhn din m hnh kinh doanh
Khch hng quyt nh n vi Starbucks v ba l do: c ph, nhn vin ca chng ti,
v tri nghim h c c cc ca hng.
+ C ph: Starbucks ch trng n mc cung tn vic phi mua cho bng c cc loi
c ph arabica cht lng thng hng nht trn th gii v rang chng n mc khi dy
trn vn cc c tnh hng v theo tng loi ring, pha ch rt cn trng v v cng t m
m bo hng v c ph cht lng trn vn.
+ Ca hng: Starbucks, sn phm khng ch l c ph ngon m cn l tri nghim
Starbucks: mt khng gian rng m v th v trong cc ca hng, va thoi mi v gn gi, li
va thi thng v tinh t. Khch hng kim tm mt Chn Th Ba, mt ni ngh chn th v,
y cm hng, thm ch i lc cn trm mc, thot khi p lc cng vic v gia nh. H n
vi Starbucks th gin, c c pht gii lao trong chui ngy bn rn, mt pht hng
th c nhn. Mi ca hng Starbucks u c thit k cn thn sao cho c th tng cng gi
tr ca mi th m khch hng tip nhn bng th gic, xc gic, thnh gic, khu gic, hay v
gic. Starbucks trau chut t n khng gian trn ngp hng c ph, cho n thit k, tt c
u phi truyn ti c cng mt thng ip ngm nh hng v c ph: Mi th y u

thng hng.
+ Phc v: Starbucks cung cp mt s loi c ph ngon nht trn th gii, c ch bin
v phc v bi nhng nhn vin tt nht. Nhn vin ca Starbucks, nhng ngi c gi l
cng s, l tm im ca nhng tri nghim Starbucks. Chnh nhn vin truyn n khch
hng kin thc v tnh yu ca h i vi Starbucks. Khch hng c tip n y thin ch,
c phc v mt tch c ph c bit hp v c lng nghe nhng kin thc su rng v c
ph v tn mt ngm nhn k thut pha ch, iu ny gp phn khin khch hng lun ho hc
mun quay tr li ln sau. V vy, Starbucks lun tm kim nhng ngi thm nhun trong h
nim am m c ph v gii k thut pha ch. Starbucks thc hin iu thng qua mt
chng trnh o to nghim ngt. Trong nhiu nm, Starbucks dnh nhiu ngn sch o
to nhn vin hn hn ngn sch qung co sn phm. Mi th pha c ph mi u phi hc
mt s kha c bn v kin thc c ph, pha cc c ph tuyt ho nht v dch v khch hng.
Nhng nh o to ca Starbucks u l qun l cc ca hng hoc qun l khu vc, dy dn
kinh nghim thc t. H hun luyn th pha c ph cch giao tip bng mt vi khch hng,
cch on trc yu cu ca khch hng, cch gii thch nhiu loi c ph khc nhau r rng v
d hiu, v cch n cho nhng khch hng khng hi lng mt coupon Starbucks min ph
thc ung. Mi ln m ca hng ti mt th trng mi, Starbucks u tin hnh mt chng
trnh tuyn dng t mn; c mt i ng qun l v th pha c ph giu kinh nghim t cc ca
hng hin c v p dng phng thc hun luyn trc tip mt thy mt tr.
=>Tham vng ca Starbucks l truyn cm hng v nui dng tinh thn ca con ngi
bng chnh sn phm cht lng tt nht, c phc v trong mt khng gian th gin, thn
thin v ring c.
2.3 Cam kt em li cho gii hu quan
2.3.1 i vi gii hu quan bn ngoi
nh hng vo cht lng v phc v khch hng
- Weve always believed in serving the best coffee possible. It's our goal for all of our
coffee to be grown under the highest standards of quality, using ethical sourcing
practices. Our coffee buyers personally travel to coffee farms in Latin America, Africa

and Asia to select high quality beans. And our master roasters bring out the balance and
rich flavor of the beans through the signature Starbucks Roast.
- Starbucks lun tin tng vo vic phc v c ph tt nht c th. Cng ty lun n lc pht
trin ngun cung ng c ph theo tiu chun cht lng cao nht theo cch c o c.
Ngi mua c ph ca chng ti ch thn i du lch n cc trang tri c ph Chu M
La tinh, Chu Phi v Chu chn loi cht lng cao. V cc my rang xay ca chng
ti mang li hng v s cn bng, m v phong ph ca ht c ph thng qua cng
ngh rang xay Starbucks Roast.
- Were not just passionate purveyors of coffee, but everything else that goes with a full
and rewarding coffeehouse experience. We also offer a selection of premium teas, fine
pastries and other delectable treats to please the taste buds. And the music you hear in
store is chosen for its artistry and appeal.
Its not unusual to see people coming to Starbucks to chat, meet up or even work. Were a
neighborhood gathering place, a part of the daily routine and we couldnt be happier
about it. Get to know us and youll see: we are so much more than what we brew.
- Chng ti khng ch l nhng nh cung cp c ph y am m, m i km theo l
mt tri nghim qun c ph trn vn v xng ng. Chng ti cng cung cp thm cc
la chn v nhng loi tr cao cp, bnh ngt v cc mn n ngon khc lm tha mn
v gic. V m nhc bn nghe trong ca hng l c chn v tnh ngh thut v hp dn.
Khng ly g lm l khi thy mi ngi thng n Starbucks tr chuyn, gp g hoc
thm ch lm vic. Chng ti l mt cng ng, l mt phn trong thi quen hng ngy -
v chng ti khng th no hnh phc hn v iu . Tm hiu chng ti v bn s thy:
chng ti cn nhiu hn nhng g chng ti pha ch.
=>Starbucks mong mun mang li cho khch hng nhiu hn l c ph cht lng, l
nhng tri nghim trn vn v xng ng ti cc khng gian ca hng c ph, l ni
ca s kt ni v l mt phn trong cuc sng hng ngy, ngoi cng s v gia nh.
Cam kt trch nhim x hi
- At Starbucks, we have always believed in the importance of building a great, enduring

company that strikes a balance between profitability and a social conscience.
- Ethical Sourcing: We take a holistic approach to ethically sourcing high quality coffee.
This includes responsible purchasing practices, supporting farmer loans and forest

conservation programs. When we buy coffee this way, it helps foster a better future for
farmers and a more stable climate for the planet. It also helps create a long-term supply
of the high-quality beans weve been carefully blending, roasting and packing fresh for
more than 40 years.
- Environmental Stewardship: We share our customers' commitment to the environment.
And we believe in the importance of caring for our planet and encouraging others to do
the same. We are working to reduce our environmental footprint through energy and
water conservation, recycling and green construction.
- Ti Starbucks, chng ti lun tin tng vo tm quan trng ca vic xy dng mt cng
ty lu di v bn vng, to ra s cn bng gia li nhun v lng tm x hi.
- Ngun cung cp c o c: Chng ti p dng cch tip cn ton din tm kim
ngun cung cp c ph cht lng cao. iu ny bao gm cc hot ng mua bn c trch
nhim, h tr cc khon vay cho nng dn v cc chng trnh bo tn rng. Khi mua c
ph theo cch ny, n gip thc y mt tng lai tt p hn cho ngi nng dn v kh
hu n nh hn cho hnh tinh. N cng gip to ra mt ngun cung cp lu di cho loi
c ph cht lng cao m chng ti pha trn cn thn, rang v ng gi trong hn 40
nm qua.
- Qun l mi trng: Chng ti chia s cam kt ca khch hng i vi mi trng. V
chng ti tin vo tm quan trng ca vic quan tm n hnh tinh ca chng ta v khuyn
khch nhng ngi khc lm nh vy. Chng ti ang lm vic gim nhng tc ng
mi trng thng qua vic bo tn nng lng v nc, ti ch v xy dng xanh.
- Tuyn b v s mnh mi trng: Starbucks cam kt ng vai tr lnh o mi trng
trong tt c cc kha cnh kinh doanh ca chng ti.
+ Chng ti thc hin s mnh ny bng cam kt:
+ Hiu cc vn v mi trng v chia s thng tin vi cng s ca chng ti.
+ Pht trin cc gii php sng kin v linh hot a ra thay i.
+ Phn u mua, bn v s dng cc sn phm thn thin vi mi trng.
+ Nhn thy trch nhim v ti chnh l cn thit cho tng lai mi trng ca chng ta.
+ a trch nhim v mi trng thnh gi tr ca cng ty
+ o v theo di tin ca chng ti cho tng d n.
+ Khuyn khch tt c cng s tham gia vo s mnh ca chng ti.
2.3.2 i vi gii hu quan bn trong
i tc

Ti Starbucks, mi ngi gi nhau l i tc v khng ch l cng vic m cn l

nim am m ca h. ng thi, Starbucks nm bt s a dng to ra mt ni lm vic m
mi ngi c th l chnh mnh. , mi ngi lun i x vi nhau mt cch tn trng v
ng hong. V h gi cho nhau trong chun mc .
Starbucks tin tng vo vic i x vi cc i tc bng s tn trng v nhn phm.
Starbucks cung cp hai chng trnh quan trng cho cc i tc ca mnh l: bo him y
t ton din cho tt c nhn vin ton thi gian v bn thi gian; cng bng trong vic mua bn
c phiu Starbucks cho c nhn vin ton thi gian v bn thi gian.
C ng
S thnh cng ca Starbucks s l phn thng cho cc c ng ca cng ty. Cam kt s
pht trin ca cng ty s gn lin vi s pht trin ca cc c ng.
Kt lun ngha chnh ca s mnh trong giai on ny:
Trong giai on ny, Starbucks tp trung hot ng trong lnh vc kinh doanh cc ca
hng c ph v cp php ca hng c ph mang thng hiu Starbucks. Phc v khch hng
tt c nhng ni c th t ca hng. p ng khch hng c nhu cu thng thc c ph
cht lng cao v khng gian kt ni vi mi ngi xung quanh.
Quan im:
- Kinh doanh sn phm cht lng tt

- Nhn vin l nhng ngi cng s c tn trng
- Khch hng c phc v sn phm tt, nhn vin thn thin v khng gian gn kt
cng ng
- C trch nhim v lnh o cng ng
- Cam kt s thnh cng trong pht trin vi nhng ng gp ca c ng
- ng vai tr lnh o mi trng trong cc kha cnh kinh doanh
Nguyn tc lm nn tng: lun t nhn vin ln hng u trong x l cc mi quan h.
2.4 Cc k hoch chin lc
- L chuyn gia c ph: Starbucks t mc tiu vt tri v dn u trong lnh vc kinh

doanh ct li. Vi mong mun khch hng cng nhn v cht lng v am m kt tinh
t cng tc tm ngun cung ng, rang xay, pha ch c ph, cng ty s k cu chuyn
Starbucks, nng cao cht lng v phong cch phc v thc ung c ph, ti pht minh
c ph pha, cung cp thc ung sng to v tng cng th phn c ph trong nc.

- Thu ht v truyn cm hng cho i tc: Mc tiu xy dng i ng am m c ph, cc

k nng, s nhit tnh v ton quyn chia s chuyn mn vi khch hng. Starbucks
ln k hoch ci thin cng tc o to v pht trin nghip v cho cc i tc; m rng
chnh sch lng bng, phc li, khen thng mang tnh t ph v ngha cho cc i
tc.
- Nhen li cm xc gn b vi khch hng: Khch hng n vi Starbucks v c ph v s
kt ni gia ngi vi ngi. Starbucks mun mang n cho khch hng nhng gi tr
trn vn xng ng vi thng hiu v xy dng cc chng trnh tri n khch hng
thn thit. Trong cc ca hng, Starbucks vn n mc tiu hot ng xut sc, tm
kim nhng cch thc mi cung cp ung hon ho v dch v khch hng ng
cp th gii.
- M rng phm vi hot ng ton cu: Starbucks tip tc pht trin phm vi bn l trn
ton th gii, v n lc kt ni h tr a phng ni ca hng phc v. Nng cao s
ha hp vi a phng vi vic thit k li cc ca hng hin hu v m mi, cung cp
sn phm mi sao cho phn nh c bn sc vn ha ring, v chung tay gip thng
qua cc hot ng tnh nguyn, gy qu h tr v cng tc thin nguyn.
- Dn u trong cng cuc tm ngun cung ng c o c v hn ch tc ng ca mi
trng: Starbucks dn u trong xu hng i x vi nng dn mt cch tn trng v t
trng, lm vic trc tip vi cc t chc nh Mu Dch Cng Bnh (Fair Trade) v T
Chc Bo Tn Quc T (Conservation International). Mc tiu ca Starbucks by gi l
tng cng quan h hp tc v thit lp mi quan h mi. Cng ty a ra mc tiu thc
hin thu mua c o c 100% c ph Starbucks vo nm 2015, cao hn mc hin ti
cng ty ang thc hin 45%
- To nn tng pht trin sng to i vi c ph: Starbucks s pht trin khng ch bng
vic m thm ca hng v bn nhiu c ph, m cn m rng thng hiu hoc chuyn
mn sang nhng nn tng sn phm mi mang tnh m rng hoc b sung cho c ph,
chng hn nh tr, ung lnh, c ph ha tan, thc phm v th trng chm sc sc
khe, th cht ang bng n. S i mi lin quan n ct li v nhng gi tr ca cng
ty s to nn du n.
- Cung cp mt m hnh kinh t bn vng: Tp trung vo vo khch hng v ct li kinh
doanh, ci thin cch thc kinh doanh bng cch gim chi ph v xy dng mt chui

cung ng ng cp th gii, to bn sc vn ha c th y mnh cht lng v tc

tng trng ng thi kim sot chi ph.
III. PHN TCH THAY I MI TRNG BN NGOI
1. Mi trng ton cu
i vi cc cng ty hot ng trong lnh vc kinh doanh ca hng phc v c ph, mi

trng ton cu c tc ng mnh m n hot ng v hiu qu kinh doanh. S d ngnh kinh
doanh ca hng phc v c ph chu nh hng ton cu v ngun cung c ph ht th, c bit
l c ph c sn Arabia ch c trng tp trung ti mt s quc gia c iu kin t nhin
thch hp. V th, cc cng ty trong ngnh cn phi nhp khu v lun n lc c ngun cung
c ph ht th n nh c v cht lng ln s lng.
Cc khuynh hng chnh ca mi trng ton cu trong giai on 2008 n 2016 bao gm:
Yu t mi trng bao gm bin i kh hu v bin ng thi tit nh hng tiu cc
n cc quc sn xut c ph trn th gii. Nhit cao hn, hn hn ko di do ma ln, su
bnh - tt c u c lin quan n bin i kh hu - lm gim lng c ph ng k trong
nhng nm gn y.
Cc nh nghin cu cnh bo rng trng trt cy c ph Arabica ang b e do bi bin
i kh hu v nhit tng v lng ma tht thng lm hn ch cc khu vc c th trng
c loi c ph ny. Arabica, t lu c nh gi cao v hng v tinh t v hng thm
ca n, chim 70% th phn c ph ton cu. Nhng ging c ph ny c bit nhy cm vi s
gia tng nhit . Nhit gia tng lm gim s pht trin, ra hoa, qu v lm cho cy d b su
bnh hn.
Vi d bo nhit ton cu d bo tng 2C-2.5C trong vi thp k ti, mt bo co d
on rng mt s nc sn xut c ph ln s b tn tht nghim trng, gim ngun cung, cht
lng c ph v tng gi.
Nghin cu chung do Trung tm Nng nghip Nhit i Quc t (CIAT) a ra trong
Chng trnh Nghin cu v Thay i Kh hu, Nng nghip v An ninh lng thc (CCAFS)
m phng tnh ph hp ca arabica trn ton cu xem sn lng s b nh hng nh th
no vo nm 2050. Nghin cu d bo rng Brazil, Vit Nam, Indonesia v Colombia cc
quc gia to ra 65% th phn ton cu ca arabica - s tri qua tn tht nghim trng tr khi c
cc bin php thay i di truyn ca cy trng cng nh cch thc trng trt mi.

Bo co ca Vin Kh Hu Quc Gia vo thng 08/2015 cng d bo rng bin i kh hu

c th ct gim ln n 50% s lng cc vng trng c ph vo nm 2050.
Kt lun v mi trng ton cu:

C hi:
Mc d nhng d bo thiu ht ngun cung c ph trong tng lai mang n nhiu e da

hn l c hi, nhng nu cc cng ty trong ngnh c th h tr cc vng trng c ph u t
nghin cu cc ging c ph mi, chu c thi tit khc nghit v chng li bnh tt th cc
cng ty vn c th t c nhng tha thun v ngun cung n nh v gi ln sn lng.
e da:
Ngun cung c ph ht th ang b e da bi tnh hnh kh hu bt li. Nguy c ny c th

dn n s thiu ht c ph trong tng lai, ng thi gi c ph s b y ln cao.
2. Mi trng v m
2.1 Mi trng kinh t
Giai on 2007 - 2009, khng hong ti chnh lm cho nn kinh t M tr nn m

m.
Giai on 2009 - 2012, nn kinh t M vn ang phi vt ln t c tc tng
trng kinh t nhanh hn trc cuc suy thoi 2007-2009. Nhu cu tiu dng cn thp v bt
n kinh t trong nc v nc ngoi khin cc cng ty phi tr hon vic thu mn lao
ng v quyt nh u t, gp phn lm t l tht nghip vn tng cao. S kh khn trong vic
tm kim vic lm v cc iu kin tn dng cht ch dn n s suy gim mc chi tiu ca
ngi dn trong giai on ny.

T l tht nghip (Ngun: B Lao ng M nm 2015)
Ch s tiu dng c nhn

Do khng hong ti chnh v tht nghip cao, ngi dn M ngy cng tht cht chi tiu
c tin mt v tn dng, dn n nhu cu v chi tiu cho cc sn phm gim. iu ny cng nh

hng n tnh hnh kinh doanh ca cc cng ty trong ngnh kinh doanh ca hng c ph pha
ch. Theo bo co ca Hip hi C ph quc gia M (National Coffee Association of USA),
mc chi tiu ca khch hng ti cc qun c ph chu nh hng bi tnh hnh chung ca nn
kinh t quc gia. C th, mc tiu dng cho vic ung c ph ti cc ca hng gim xung
33% vo nm 2007 so vi 40% ca nm 2006. S liu c th c thng k trong bng di
y.
Giai on 2012 2017, nn kinh t M bt u phc hi v tng trng tr li, ko theo

l t l tht nghip gim ng k.

Hnh. T l tht nghip

Theo Euromonitor, t l tht nghip gim v tng trng kinh t tip tc cho php ngi
tiu dng tng chi tiu cho nhu cu thng thc c ph ti cc ca hng, v xu hng ny s
tip tc trong nm 2017.

2.2 Mi trng cng ngh
2.2.1 S pht trin ca cc ng dng trn in thoi di ng (mobile apps)
K t khi Apple ra mt dng in thoi thng minh Iphone vo nm 2007, cho n nay cc
ng dng trn in thoi di ng c s dng rng ri, khng ch vi mc ch gii tr m cn
l cc tin ch trong i sng v l cng c cnh tranh hu hiu ca cc cng ty, trong c
ngnh kinh doanh ca hng c ph pha ch.
Theo nghin cu ca trung tm nghin cu Pew (Pew Research Center) vo thng 4/2012,
thng qua cc thit b di ng tin tin nh in thoi thng minh, nhng nm gn y, ngi
tiu dng ngy cng cm thy thoi mi vi vic s dng in thoi chuyn tin, mua hng
v tham gia vo cc loi giao dch ti chnh khc.
Tng t nh cc ngnh bn l v dch v khc, ngnh kinh doanh ca hng c ph lun c
gng p ng nhu cu khch hng mt cch nhanh chng, n gin v ring bit, v vic s
dng cc ng dng trn in thoi di ng ang nh hnh li ngnh kinh doanh ny. Theo trang
Euromonitor, phn ln ngi ung c ph M tranh th thi gian mua c ph trn ng n
cng s, bi v c ph l mt phn khng th tch ri ca bui sng ca nhiu ngi tiu dng
Hoa K, thi gian thng l iu ct yu i vi nhiu khch hng mua c ph. Cc ng dng
trn in thoi di ng gip gim thiu thi gian ch ti cc ca hng c ph bng cch cho
php ngi tiu dng t thit k thi gian nhn c ph ca h. C th, cc ng dng cho php
ngi dng khng ch tr trc, m cn t hng trc cung cp s tng tc gn nh lin
mch v ngi tiu dng c th trnh c thi gian cao im v khng phi tn thi gian xp
hng. Ngoi ra, cc ng dng di ng cn gip cc cng ty t thit k cc chng trnh cho
khch hng trung thnh v cc chin dch Marketing nh gii thiu cc chng trnh u i
mi, tch im, tng qu,

2.2.2 Xu hng s dng mng truyn thng x hi
Theo thng k ca trang Statista, Facebook l trang truyn thng x hi u tin vt qua 1
t ti khon ng k trn c phin bn my tnh bn v di ng. Tnh n qu IV nm 2016,
Facebook c khong 1,86 t ti khon v tip theo l Whatsapp v YouTube, vi 1,2 t v 1 t
ngi dng. Vng c t l s dng phng tin truyn thng x hi cao nht hin nay l Bc
M, vi 66%, tip theo l Nam M v ng . Ti Hoa K, c tnh 196 triu ngi s dng
phng tin truyn thng x hi vo nm 2016, con s d bo s vt qu 216 triu vo nm
2021. Facebook cng dn dt th trng Hoa K, chim khong 42% tng s lt truy cp
trang mng x hi trn ton quc.
Ngoi ra, theo kho st ca trung tm nghin cu Pew (Pew Research Center), a s ngi
M gi y ni rng h thng nhn c tin tc thng qua cc phng tin truyn thng x
hi. Ngoi ra, theo ngun tin kho st ca trung tm Pew, t nm 2012 2016, ngi trng

thnh M u tin s cc mng truyn thng x hi theo th t sau: Facebook, Instagram,

Printerest, LinkedIn, Twitter. Thng k c th trong biu di y:
Sc mnh thc s ca phng tin truyn thng x hi cho php cc cng ty c th pht
trin cc sn phm mi v cc lung doanh thu mi bng cch quan st cch khch hng tng
tc vi sn phm v phn hi ca h. N cng c th cung cp nhng con ng mi cho giao
tip hai chiu v tng tc su hn vi khch hng, thc y mi quan h gn gi hn. Mt li
ch khc l cc cng ty c th s dng phng tin truyn thng x hi ci thin chnh sch
qung co v n c th tip cn nhiu khch hng hn, nhanh hn v t tn chi ph hn.
2.3 Mi trng vn ha x hi
Ngi tiu dng M ngy cng tr nn thc v sc khe v vn cn nng. V vy,

h ang hng ti cc la chn n ung lnh mnh hn. Ngoi ra, theo nghin cu ca

Euromonitor, ngi tiu dng c xu hng la chn cc loi thc ung c lm t nguyn
liu hu c.
ung hu c ni chung c mc gi cao hn so vi sn phm ung khc . V vy,

ngi tiu dng c khuynh hng cao cc thuc tnh an ton, lnh mnh thng chp nhn
mc gi cao hn. Tuy nhin, tr ngi t ra l ngi bn cn phi c chin lc Marketing ph
hp ngi tiu dng tin tng v ngun gc xut x ca sn phm l hu c, t khch
hng sn sng chi tr mc gi cao hn.
Kt lun mi trng v m
C hi
Tnh hnh kinh t ci thin, t l tht nghip gim, ngi dn M bt u thoi mi
hn trong chi tiu, to iu kin ngnh kinh doanh ca hng c ph pht trin.
S pht trin ca ng dng in thoi v mang x hi to c hi phc v khch
hng tt hn, gip xy dng chin lc Marketing hiu qu hn.
e da
vn hnh cc ng dng in thoi, i hi cng ty u t nhiu hn vo chi ph
hot ng.

Thi i vi sc kho cng ng mt vai tr quan trng trong vic xc nh nhu

cu trong ngnh. S gia tng nhu cu n ung lnh mnh v ch n king to nn
e da tim n i vi cc cng ty trong ngnh v 2 l do: cc cng ty cn b sung
thm vo thc n nhng thc ung mi vi sn phm hu c, gy tng chi ph tn
kho v chi ph nguyn vt liu v sn phm hu c thng c mc gi cao; bn cnh
, cng ty phi tn chi ph u t nghin cu cc cng thc pha ch ph hp vi
nhu cu n ung lnh mnh m vn m bo hng v thm ngon.
3. Mi trng ngnh
3.1 nh ngha ngnh
Ti M, ngnh kinh doanh ca hng c ph l mt b phn ca ngnh cng nghip thc

phm v ung rng ln, vi doanh thu khong 782 t la M vo nm 2016. Cc ca hng
c ph c nhiu hnh thc nhng nhn chung cc ca hng c ph thng cung cp c ph pha
ch, tr v ung khc. Gn y, nhiu qun c ph cnh tranh vi cc nh hng khc trong
hng mc dch v hn ch bng cch phc v cc mn bnh nng, bnh m, salad v n
nhanh khc.
3.2 M t ngnh

Theo thng k ca Statista, ngnh kinh doanh ca hng c ph ti M bao gm khong

31.490 ca hng vo nm 2015. Trn th trng bn l ca Hoa K, c ph chim t trng ln
trong doanh s bn l 45.8% theo s liu nm 2016. Bn cnh vic ngi M ch yu s dng
c ph ti nh vi cc thng hiu Folgers ca The J.M. Smucker Co. v Maxwell House th
cc chui ca hng c ph ngy cng tr nn ph bin gia nhng khch hng thch ung c
ph. Th trng bn l ngoi nh b chi phi bi cc cng ty Starbucks v Dunkin Brands Inc.
vi th phn kt hp khong 62% trong nm 2016.
Tiu th hng ngy cc loi ung espresso tng gn gp ba k t nm 2008, theo
d liu mi nht t Hip hi C Ph Quc Gia (National Coffee Drinking Trends NCDT)
nm 2016. Trong khong thi gian t nm 2008 n nm 2016, mc tiu th c ph cho ngi
snh n tng t 13% ln 36% nhng ngi 18-24 tui, v t 19% ln 41% i vi nhng ngi
t 25-39 tui. i vi ung c pha espresso, tng t 9 ln 22% i vi nhm 18-24 v 8%
ln 29% i vi nhng ngi 25-39 tui.
Trong nm nm qua, doanh s bn l c ph M tng trng mc n nh. D
liu IRI cho thy rng tng doanh s ng la tng cao vi tc tng trng hng nm
(compounded annual growth rate - CAGR) 4,6% t nm 2012 n nm 2016: s m rng rt
tt cho mt th trng pht trin. S gia tng nhanh chng ca loi single cup bin i
doanh thu bn l c ph M. Tr li nm 2012, cc nhn hiu single-cup chim ch 21%
doanh thu la, nhng by gi h chim 41%. Trong khi , tt c cc loi khc gim trong
nm nm qua - v mt s theo mc ng k. C ph ha tan v ton b ht c ph c u
gim 11%, trong khi c ph xay gim 9%. Tuy nhin, gn y, tng trng chm li, xung
cn di 2% vo nm 2016. Nhng thay i gn y v thnh phn ca th trng gip gii
thch ti sao doanh s bn l c ph ang gim.

Khi doanh thu bn l ang chm li, doanh s bn hng cc ca hng dch v ang gia
tng M. Doanh s cc ca hng c ph kt thc nm nm 2016 tng khong 3,3% so vi
nm 2015, theo c tnh ca Euromonitor. T l tht nghip thp v tng trng kinh t tip tc
cho php ngi tiu dng tng tiu th c ph ti ca hng, v xu hng ny s tip tc vo
nm 2017. S thay i thnh phn gia nh ang thc y s tng trng n nh ca doanh thu
ca hng. Nhiu h gia nh n l v t nh c tr em v thnh nin l l do ti sao t h gia
nh ngi n ba sng hn v chn dch v n ung thay th vo bui sng.
Biu v tng trng trong dch v c ph ti Hoa K.

3.3 Nm lc lng cnh tranh
3.3.1 Cc i th cnh tranh tim tng
Khch hng tr tui hn ang m chm trong cng ngh, v lun sn sng thay i. H
b thu ht bi nhng tng mi v nhng sn phm sng to. iu ny c th thy trong s
lng ngy cng tng ca ngi tiu dng phi tip xc vi trin lm thng mi v cc sn
phm mi nh vo th trng.
Vn ho khi nghip chp nhn cc la chn kinh doanh c ph c sn, vi nhiu t
chc i theo xu hng ny. Nhng i mi trong kinh doanh ca lc lng start up p ng
nhng yu cu a i mi v thch tri nghim ca khch hng tr tui. C nghin cu ca
Mintel cho rng Chi ph Start up trung bnh cho C ph Shop: C ph Cart: Chi ph trung
bnh t 20.000 n 25.000 USD. Kiosk: Ty thuc vo kch c v chi ph trung bnh ca trnh
n c th l $ 25,000- $ 75,000. Drive Thru: C th m cc n v nh vi gi di 35.000
la vi t hp ln chi ph t $ 80.000 n $ 200.000. Chi ph ca Coffee Bar: Chi ph trung bnh
ca qun c ph din tch 1,200 foot vung l $ 200,000 n $ 375,000. Cho thy rng chi ph
pht trin hot ng kinh doanh ny ph hp cho nhng ngi c nhu cu khi nghip.
Khch hng a s i mi, yu cu p ng v cht lng cao bn cnh , khch hng
lun sn sng chi tr cao cho s tha mn, v vy sc hp dn li nhun bin ca ngnh cao
cng thu ht cc i th cnh tranh tim tng thm nhp ngnh.
Cc ca hng ch chuyn cung cp thc n nhanh hoc bnh ngt ng thi cung cp c
ph cht lng tt ch khng n thun ch cung cp nc gii kht p ng nhu cu khch
hng vi chi ph chuyn i khng cao gip h d dng thm nhp vo th trng cung cp
dch v ca hng c ph.
Theo mt nghin cu nm 2013, s hu cc ca hng c ph c cc nh my sn xut
single cup c xu hng tng ln, tng 12%. Thit b pha cc cung cp s tin li, mi m v
cc yu t a dng c th gip gim chi ph bng cch ch pha ch nhng g cn thit cho mi
ln bn. Doanh s bn hng tip tc tng i vi cc loi ung espresso c bit v nhiu
qun c ph s u t vo cc thit b thch hp a ra nhng la chn c li nhun hn.
Theo ngun cung cp dch v n ung QSR, trn 30 triu ngi M ung ung c ph cht
lng tt hng ngy.
Tuy nhin, cng ty mi tham gia vo ngnh tn nhiu chi ph R&D, qung co, truyn
thng trn mi n v sn phm so vi nhng cng ty c chui trn th trng t c tnh
kinh t theo quy m. mt cng ty c thnh lp v trng thnh trn th trng ton cu, t
tnh kinh t theo quy m mt s lnh vc, c bit l o to, tip th, nghin cu v pht trin
v thit k c s ca h. Tri ngc vi mt cng ty hon ton mi, nhng cng ty vi chui
mnh trong ngnh ni ting v nh v trong tm tr ngi tiu dng.
Khch hng dng nh khng chu bt k chi ph tng thm no khi chuyn i t vic
s dng ca hng ny sang ca hng khc tr mt s chi ph s dng th khch hng thng
xuyn ca ca hng nu c hoc lng trung thnh s dng mt nht nh.
Cc cng ty mi thm nhp ngnh khng c nhiu tim lc ti chnh tham gia nhng
th trng mi yu cu phi tiu tn cho qung b, nghin cu pht trin sn phm. ng thi,
h thng phn phi ca cc cng ty trong ngnh cng l ro cn cc cng ty, thng hiu
mi thm nhp tip cn khch hng v nh v trong tm tr khch hng.
Nh vy, c th kt lun rng, ro cn nhp cuc ca cc i th tim tng quy m
nh l mnh nhng quy m ln th mc trung bnh.
3.3.2 Cc i th trong ngnh
Cc i th cnh tranh ln dch v thc n nhanh v th trng c ph pha sn v gii

kht trn th trng Hoa K, ngoi ra, cc ca hng dch v c ph, cc nh hng cung cp thc
ung c ph trn th trng.
Biu Th phn chui c ph Hoa K nm 2016

Starbucks chim th phn ln nht trong cc cc chui dch v c ph ti Hoa K 39.8%,

chnh lch kh ln vi i th cnh tranh trc tip l Dunkin Brand vi 21.9%, cc i th cn
li th phn tng i nh tng th phn 38.3%. Theo nh gi mt vi cng ty dn u ngnh
chim 70% doanh thu ca ton ngnh.
Cc iu kin nhu cu
So snh nhu cu s dng c ph ca th trng M ngy cng tng cao, trung bnh mi
ngy ngi M s dng 1.6 cc c ph. V thc ung c ph chim hn 75% lng caffeine
hp th ca nc ny. Doanh thu ca cc ca hng c ph v thc n nhanh ti M tng trng
6.9%/nm trong gia on t 2002 n 2016, tc tng trng tt ha hn duy tr n nh.

Kt lun: Cnh tranh hin ti gia cc i th trong ngnh l mnh
3.3.3 Nng lc thng lng ca ngi mua
Ngi tiu dng sn sng chi tr cho c ph cao cp c chi ph cao. 66% khch hng
theo kho st ca Nielsen, h sn sng chi tr cao hn cho nhng doanh nghip cung cp sn
phm v c nhng hot ng m h quan tm.
Khch hng hiu bit nhiu hn nn cng ci m hn i vi nhng i mi trong th
trng c ph. Khch hng tr tui thch th nghim cc loi ung mi hoc phng php
chun b. iu ny c phn nh qua vic b sung ba loi ung mi vo NCDT nm 2016:
ung flat white, cold blew v dn nit. Cch tt nht tip cn th h tip theo ca ngi
tiu dng l thng qua in thoi thng minh. c c, gi c v gy s ch ca khch
hng, doanh nghip cn phi cung cp dch v, sn phm hoc thng tin th v v d dng nm
bt. Cc i th cnh tranh cung cp sn phm tng t nhau nn khch hng c nhiu la
chn thay th cho a im s dng sn phm c ph, vic p ng khch hng khng ch mt
tch c ph m cn phi cung cp dch v v p ng khch hng cao hn, vic cnh tranh gia
cc cng ty thu ht ch yu thng qua s i mi v p ng nhu cu khch hng ch khng
phi s cnh tranh v gi.
Khch hng trong ngnh c quyn thng lng cao, nm bt thng tin ca hu ht cc
cng ty trong ngnh, cc cng ty trong ngnh thng cho khch hng phn hi thng tin v
ng gp kin hon thin hot ng phc v v tha mn khch hng.
Nh vy, nng lc thng lng ca ngi mua l rt ln v s thch, thi quen ca
ngi tiu dng d b tc ng v h khng phi chu bt k chi ph chuyn i no khi thay i
ca hng c ph.
3.3.4 Nng lc thng lng ca nh cung cp
Nng lc thng lng ca nh cung cp cao do gi c ca sn phm tc ng rt mnh

n vic phc v c bit dng sn phm yu cht lng cao. C ph cung cp ti M ch yu
l nhp khu t cc nc Nam M mt s t t chu , nhng ngun nguyn liu c cht lng
cao cn c chn lc k cng. Mt s cng ty trong ngnh hi nhp dc rang xay v dn tip
cn cc cng trng trng c ph, mong mun gim p lc v gi ca nh cung cp c bit l
nhng trung gian nhp khu v phn phi ti M.
Trong ngnh kinh doanh ca hng c ph, cc loi nguyn liu u vo kh a dng,
ngoi c ph, cc ca hng cn s dng ng, sa, nguyn liu lm bnh ngt,ty vo cu
trc sn phm ca mi ca hng. Tuy nhin, nhn chung, ngun cung ng c ph ht th vn l
ngun nguyn liu chim t l ln nht, nh hng mnh nht ln hot ng v li nhun ca
cng ty. C ph ht th, c bit l c ph c sn Arabica ch c trng mt s vng nht
nh, v cc ca hng c ph th ph thuc vo ngun cung ny. Tuy nhin, ngun cung ny
ang c nguy c b e da bi iu kin kh hu bt li v mt s chui ca hng c ph ln
ang cung cp cc h tr cng ngh, k thut cc cng ng duy tr vic trng trt c ph
m bo cht lng. Qua , cc ca hng ny c th hp ng mua c ph vi mc gi
thng lng v s lng n nh. Nh vy, kh nng thng lng ca nh cung cp trong
trng hp ny l trung bnh v mc d nhng cng ng trng c ph cht lng l b gii hn
nhng hin nay h li kh ph thuc vo s h tr ca nhng ca hng c ph c quy m ln.
3.3.5 Cc sn phm thay th
Sn phm c ph pha sn hay c ph rang xay s dng ti nh c th thay th cho cc

ca hng cung cp sn phm c ph, bn cnh , vn ha s dng c ph cng s cng ang
tng trng nhanh 16% nm 2013 ln 21% nm 2016. Ngoi ra, bn cnh vic s dng cc sn

phm c ph c th thay th bng mt s ung c gas, nc ngt hoc sn phm t sa,

kem vic phc v nhng sn phm ny ti ca hng tng t c th thay th cc ca hng c
ph. Chnh v th, mi e da t sn phm thay th l cao.
3.4 Nhm ngnh
Nhm ngnh c chia theo 2 tiu ch: gi v tnh a dng chng loi ti ca hng.
Nhm 1: gm cc cng ty tp trung ch yu c ph vi a dng chng loi ti ca hng,
cht lng cao v dch v cung cp tt nn nh gi thnh cao nh Starbucks, Caribou, Peets
Nhm 2: cc cng ty thc n nhanh phc v c ph nh Mc C ph ca Mc Donald,
Dunkin Brand gi c trung bnh v tnh a dng sn phm ti ca hng trung bnh.
Nhm 3: cng ty cung cp sn phm c ph ti ca hng gi r v tnhh a dng thp
nh Speedway, Tim Horton
Vic dch chuyn gia cc nhm c th xy ra ty thuc vo tp trung ca cng ty

vo nhm sn phm c cung cp, cng ty tng cng hc hi a dng ha sn phm, tp
trung vo cht lng cao s dn dch chuyn ln nhm 1 hoc a dng sn phm i km nh
bnh, phc v thc n gim tp trung vo cht lng sn phm s chuyn sang nhm 2 v 3.

3.5 Chu k ngnh
Ngnh kinh doanh ca hng c ph ang i vo giai on bo ha, cc cng ty trong

ngnh c gng p ng ti a nhu cu ca khch hng, tng s hin din qua tng s hin din
ca thng hiu, cc ca hng n ngi tiu dng, to s thun tin tip cn cc a im ca
hng. Bn cnh , cc ca hng tng cng cc quan h khch hng, to lng trung thnh vi
khch hng hin c, xy dng nim tin v vn ha bn vng trong hot ng kinh doanh. Vic
m rng cc tin ch ng dng thu ht khch hng tr thnh nhng khch hng trung thnh ca
t chc, hay thu ht khch hng vi thi quen s dng ti nh thnh khch hng ung c ph
bn ngoi nh.
3.6 ng thi cnh tranh
Ngi dn o th trng Starbucks
Starbucks chim 39.8% doanh s ca ton ngnh vi nng lc c bit v cung cp

nhng tri nghim tuyt vi khi n vi ca hng, khch hng c thoi mi gii tr th gin
ti khng gian ca ca hng ch khng ch l mt tch c ph. Bn cnh , i ng nhn vin
c hun luyn chuyn nghip, da trn nn tng vn ha cng ty xy dng phc v khch
hng tt nht v sn phm cht lng tuyt vi. Cht lng sn phm l iu tin quyt
c cng ty xy dng t khi thnh lp nm 1971, nhng ht c ph Arabica c chn lc t
nhng ni tt nht trn th gii.

Cng ty da trn li th cnh tranh l s i mi, nhng tng mi to bo, c h

thng v i khi do v thc cng c nh gi xem xt khong 6 12 thng. Ngoi thay i
cc sn phm cung cp, menu cn thay i chng trnh gii thng, m rng h thng ca
hng, my pha c ph
Cng ty nh gi sn phm cao, bn cnh , h thng phn phi mnh nhng ca hng
c v tr thun li cc gc ph ti tt c cc thnh ph ti M. Bn cnh , cc chng trnh
khuyn mi, tng sn phm, dng Starbuck card hay ng dng thanh ton mua hng. Thu
ht khch hng qua nhng phim ti liu v cch kt ni gp g mi ngi face to face, c
cng chiu rng ri, bn cnh qua cc phng tin truyn thng. Khng kh ti ca hng
tha mi chnh l mt im thu ht c bit ti Starbucks, c nhiu khng gian kiu bn c
la chn cho tng i tng khch hng, mc ch, cng vic
Ca hng cng ty trc tip qun l v hot ng l chnh, hot ng theo ng nh
hng chin lc v cnh tranh ca cng ty, tuy nhin nhu cu u t ln v tnh thanh khon
ca cng ty yu.
Ngi ng th 2 Dunkin Donuts ca Dunkin Brand
Cc ca hng ca Dunkin Donuts ch yu l ca hng nhng quyn. Vi lch s hn

60 nm lin tc kinh doanh vi h thng ca hng rng khp, lng khch hng trung thnh t
nhng khch hng ca vic cung cp dch v thc n nhanh, phc v khch hng nhanh chng
v cung cp c ph sch. Dunkin cung cp nhng cc c ph c hng v v cht lng ng
nht.
Dukin tip cn khch hng qua nhng ca hng nhng quyn trung gian bn l do
tp trung vo marketing, nhng quyn, ci tin danh mc sn phm, h tr v to s bao ph
danh ting thnh cng ca thng hiu. Cc ca hng nhng quyn, knh phn phi ca
Dunkin nhn cc loi bnh cht lng tt t Dunkin, b phn ca Dunkin nhp c ph t tiu
chun t Nam M v cc nc chu a n cc ca hng.
Dunkin nhm vo i tng khch hng trung bnh, nhng ngi cn phc v nhanh m
khng cn ph trng, ngi bn rn cn c ph v donut bt u mt ngy lm vic. H
cng tp trung sn phm cht lng tt nhng nhanh chng, phc v mt ph sn phm tng
i rng.
Pht trin trung tm o to online cho khch hng v i tc nhng quyn, tp trung
vo chun b donut, ung, chm sc khch hng, hot ng
Tuy nhin, cn ph thuc vo cc n v nhng quyn v pht trin h thng hay ci

thin tnh kinh t hot ng ca ca hng.
3.7 Yu t then cht ca thnh cng
Mng li v v tr ca hng
Trong ngnh kinh doanh ca hng c ph, mt trong cc nhn t nh hng mnh m
n doanh thu l s lt khch hng gh n ca hng, chnh v vy, bao ph ca h thng
ca hng i cng vi v tr d tip cn khch hng mc tiu l v cng quan trng. Chnh v
iu ny, m cc cng ty trong ngnh khng ngng n lc m rng ca hng khng ch trong
phm vi quc gia m cn m rng ra ton cu. Nhng v tr thng c la chn l cc khu c
nhiu ngi qua li nh khu mua sm, trung tm thnh ph, sn bay, nh ga, hoc l gn ni
cng s, va d thu ht s ch va p ng nhu cu phc v tin li, nhanh chng.
Ci tin sn phm v dch v khch hng
Mt s nhn t ch cht trong ngnh cng nghip c ph l nhng thnh phn thit yu
c th dn n s thnh cng hay tht bi ca nhng ngi tham gia th trng. Trong , i
mi dch v v sn phm l cn thit duy tr cnh tranh trn th trng v thu ht mi/ gi
chn khch hng hin ti thnh cng. Trc tin l i mi v sn phm, mt danh mc cc
ung a dng, cc cng thc pha ch mi lun c sc ht ln, bi n kch thch s t m v
cm gic mi m cho khch hng khi thng thc. Nhiu khch hng tp trung vo khng gian
c bit ca mi ca hng, c trng bi v tr, m nhc, thit k ni tht, ch ngi hoc cm
gic c phc v mt cch ring bit. c bit i vi cc ca hng c ph, iu quan trng l
khng ch bn ung m c tri nghim thng thc c ph cho khch hng. Cc ca hng c
ph phi thit lp mt hnh nh c o nhm ngn cn khch hng mua cc sn phm t mt
ca hng khc hoc s dng cc h thng sn xut ti nh ang gia tng trong cc h gia nh
M. gii quyt mc cnh tranh ngy cng tng, trng tm ca mi cng ty nn khc bit
so vi phn cn li ca th trng trong mi phn khc kinh doanh (sn phm, khng kh, v tr,
hnh nh ...). Cc cng ty trong ngnh c th cung cp cho ngi tiu dng kin thc v cch
thc pha ch thc ung, thnh phn, s khc bit v cht lng, ngun gc nguyn liu. iu
ny c th c li cho vic pht trin mi quan h vi khch hng v dn n s trung thnh ca

thng hiu bi khch hng c cm gic thn thuc v th v khi thng thc ung. Hn
na, cung cp kin thc v sn phm c th thc y ngi mua sn sng chp nhn mc gi
cao hn cho cc sn phm tt hn.
Thng hiu v qung co
Ngnh kinh doanh ca hng c ph chu nh hng bi nhn thc ca ngi tiu dng
v nhng g mt thng hiu i din. Thng hiu mnh v chin lc qung co khn kho
s hng khch hng n cng ty v phn bit cng ty ny vi cng ty khc. Trong ngnh kinh
doanh ca hng c ph, cc cng ty nh v thng hiu ph hp vi nhm khch hng mc
tiu t cht lng sn phm, gi c, cho n nhn vin, thit k ni tht, mu sc,vi mc
ch hng khc hng la chn thng hiu ca mnh.
3.8 Lc lng dn dt s thay i
Hnh vi tiu dng ca khch hng
Phong cch sng ca ngi tiu dng l lc lng gn lin vi hnh vi tiu dng ca h.
Khi hnh vi tiu dng ca khch hng thay i, cc cng ty buc phi a ra hnh ng p
ng nhu cu ph hp bi l khch hng l ngun mang li doanh thu. Ngy nay, ngi tiu
dng va quan tm n chi ph va n vn mi trng, sc khe ln o c kinh
doanh. Khch hng nh gi nhng cng ty m h giao dch vi nhng tiu chun cao hn
Cng ngh
Cng ngh hin i trong ca hng c s dng phc v cc sn phm cht lng
cao v khc bit. u im ca cng ngh v my mc hin i l thi gian ch i ngn hn
cho khch hng v kh nng to ra nhiu hng v ti mi, c o.
Ngoi ra, cuc cch mng k thut s, s thay i ln lao trong phng thc truyn ti
thng tin s pht trin mnh m ca truyn thng trc tuyn, mng x hi v cc ng dng di
ng ang nh hnh li cch thc cnh tranh gia cc cng ty trong ngnh v kh nng mang
n s tin li cho khch hng trong vic t hng v thanh ton. Bn cnh , cc ng dng
ny cn cho php cc ca hng thc hin cc chng trnh u i cho khch hng trung thnh,
cc chin dch qung co hiu qu.
Ngun cung c ph

Nhng d on v s thiu ht ngun cung c ph cht lng do bin i kh hu ang

nh hng li cch thc cc cng ty xy dng chui cung ng c ph ht th. V suy cho cng,
ngun cung c ph l iu kin cn cho s pht trin ca cc cng ty trong ngnh.
IV. PHN TCH MI TRNG BN TRONG
1. Phn tch chin lc hin ti ca cng ty
1.1 Chin lc cp cng ty
Chui cung ng ca Starbucks, C ph c thu mua t nhiu ni nhng sn phm c

ph tr c tuyn chn vi cht lng tt nht qua nhng nh my ch bin: rang xay a
n ca hng c cng ty iu hnh, nhng sn phm ng gi tr v c ph cung cp n
khch hng thng qua cc ca hng tp ha v dch v thc phm, ngoi ra, cp php nhn hiu
cho cc ca hng nhiu ni.
Ca hng c iu hnh
Rang xay ch bin
Vn trng tr, cafe
Thu mua Xut khu Nhpkhu Khch hng
Ca hng cp php
T khi thnh lp Starbucks c nh hng l nhng ngi rang xay c ph cht

lng hng u v nhng ca hng kinh doanh khim tn, Ca
n hng
1987 tp hanhp su hn vo
h hi
kinh doanh cc ca hng c ph. Qua thi gian, Starbucks vn ch trng hot ng pht trin
cc sn phm ng gi tr v c ph cung cp cho cc ca hng tp ha v cp php thng
hiu cho cc ca hng c cp php.
Vic ch ch trng vo 1 lnh vc kinh doanh n l gip Starbucks ch trng m rng
hot ng kinh doanh trong lnh vc ny v khng ngng tng trng v m rng cc ca hng
cng ty qun l cng nh ca hng cp php.

T trng doanh thu

100.000
80.000
CPG, foodservice and other
60.000
Licensed stores
Company-operated stores
40.000
20.000
.000
07 008 0 09 010 011 0 12 0 13 0 14 0 15 0 16
20 2 2 2 2 2 2 2 2 2
Ngun doanh thu ch yu ca Starbucks vn l cc ca hng c cng ty qun l
chim khong 80% tng doanh thu rng ca h thng, cc ca hng cp php chim t trng n
nh khong 10%.

Bng doanh s theo tng sn phm
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Company-
operated 7998.3 8771.9 8180.1 8963.5 9632.4 10534.5 11793.2 12977.9 15197.3 16844.1
stores
Licensed
1026.3 779 795 875.2 1007.5 1210.3 1360.5 1588.6 1861.9 2154.2
stores
CPG,
foodservice 386.9 832.1 799.5 868.7 1060.5 1532 1713.1 1881.3 2103.5 2317.6
and other
Total net
9411.5 10383 9774.6 10707.4 11700.4 13276.8 14866.8 16447.8 19162.7 21315.9
revenues
Tc tng trng doanh s ca Starbucks qua giai on 2007-2016 bnh qun

8.5%/nm, trong tc trng ca sn phm ng gi t tr v c ph v dch v n ung
tng trng mnh nht vi 19.6%/nm, cc ca hng cng ty qun l v cp php tng trng
doanh thu n nh 7.7%/nm.
Tc tng trng doanh s

1200.000
1000.000
800.000 CPG, foodservice and

other
600.000 Licensed stores
400.000
200.000
.000
07 08 09 10 11 12 13 14 15 16
2 0 2 0 2 0 20 20 20 2 0 2 0 20 20
Chin lc kinh doanh n l sn phm c ph ca Starbuck mang li hiu qu v thnh

cng, da trn nhng li th cnh tranh vt tri trong cc sn phm hng tiu dng ng gi,
cc ca hng v cc ca hng cp php. Khch hng vn tin tng vo cc sn phm v dch v

ca Starbucks, da vo nhng p ng khch hng: Starbucks t trng tm vo c ph pht

trin sn phm c ph pha mi hng ngy thng hiu Pike Place Roast, u t my pha c
ph Starbucks Mastrena. u t vo khng gian ca hng chm sc sc khe v p ng nhu
cu khch hng Starbucks cho ra i Vivanno Nourishing Blends v tng la chn n sng
vi Perfect Oatmeal
Cc ca hng Starbucks vn l ni chn th ba gp g ngi thn bn b v gn kt
cc mi quan h, nhng ngi ch mun mt mnh bn quyn sch hoc ch n gin l mt
ni thn thuc n. Theo ui nhng gi tr ny mt cch nghim tc Starbucks ng ca
mt s ca hng khng p ng c nhng nguyn tc hot ng v km hiu qu.
Nhng li th v vn ha cng ty c xy dng da trn cht lng v i ng nhn
vin Starbucks vn trung thnh v t hiu qu trong lnh vc kinh doanh sn phm c ph.
Starbucks khng ngng ci tin p ng khch hng ngy cng cao, vn hnh hiu qu theo
chin lc tp trung pht trin hot ng kinh doanh hiu qu.
1.2 Chin lc ton cu
Chin lc chnh u tin phi nhc n l chin lc ton cu vi nn tng l hnh

nh Starbucks, biu tng cho vn ha ung c ph ti M. Vi 2 nt c trng c bn ca sn
phm c dng lm ng cong kinh nghim khi mang ra trng quc t l:
- Hng v c trng : Ni ting vi sn phm c ph espresso cht lng vt tri c

lm t nhng ht c ph Arabia tt nht thu hoch trn cc cao nguyn cng vi quy
trnh rang xay m mu lm cho hng v ca loi c ph ny cng thm trn vn.
- Khng gian: Vic to ra mt khng gian th ba, sau nh v ni lm vic em li cho

Starbucks mt thnh cng v l ni nh ngha c mt khng gian mang bn sc x
hi hn, ni con ngi c th lai vng trn thot khi nhng p lc ca cuc sng v
cng vic, sn phm khng cn l yu t vt cht m n c nng tm ln thnh mt
sn phm tinh thn. Vic to ra khng gian ca hng ny u s dng mt trong bn
khi nim thit k :
+ Qun c ph Heritage phn nh nhng nn tng thng mi v ca hng u

tin ti khu ch Pike Place lch s Seattle vi nhng nn nh bng g, nn b tng
nhum mu hoc nn lt gch hoa, gh kim loi v h thng chiu sng kiu nh my.

Nhng bn ln v di, gh cu lc b v mnh so g gi cm gic v khong thi gian

chuyn giao ca th k trc.
+ Ca hng Artisan phn nh thi k cng nghip trc y ca cc khu ch
thnh th, ly cm hng t cng cuc Hin i ha ca nhng nm 1930. Mtip ny tn
vinh nhng vt liu n gin nh dm thp l thin, tng gch, knh ca s hai cnh
ca nh my v cng trnh g c nh bng bng tay ti mt ni t hp sng to dnh
cho cc hot ng vn ha v ngh thut.
+ Regional Modern l hin thn ca kiu thit k cch tn, thoi mi v n tip
n cn,s dng khng gian ti sng, vi h thng chiu sng bng n ging tng p
mi c trang b c ni tht mang cm hng khu vc v kt cu lin quan ti vn
ha nhm to ra chn ngh ngi yn tnh v hin i sau nhng n o, no nhit ca th
gii si ng.
+ Ca hng Concept l mi trng c o do cc nh thit k ca chng ti to
ra nhm khm ph nhng ci tin bn trong qun c ph. Chng ti gi chng l nhng
hp ct thit k. Cm gic khm ph ny lam ta ra tt c nhng ai gh thm qun, qua
nhng bui sum hp c ph v tr hng ngy, cc s kin ngh thut v cc bui t hp
cng ng.
Vic thng thc c ph v m nhc ng thi ti cc ca hng ca Starbucks tr
thnh thi quen ca rt nhiu ngi.Cho n gi khng c cng ty no tn dng m nhc thnh
cng nh Starbucks.Trn ng tr thnh nh bn l c ph c bit ng u th gii vi hn
17000 ca tim khp ni, cc nh qun l ca Starbucks nhn thy cc khch hng quen
thng a thch nhng bi ht quen thuc m ca hng thng chn. Khng lu sau, Starbucks
cho ra i CD c nhng bi ht do chnh h tp hp li. Nm 1999,Starbucks mua mt cng
ty chuyn v chn v phi m v giao cho h nhim v xy dng s hin din ca nhn hiu
Starbucks qua nhng bi ht.
S dng chin lc ton cu ho trong vic gi vng nhng nt c trng ca cng ty
gp phn a hnh nh ca Starbucks coffee vo tm tr khch hng. Gp phn xy dng h
thng Starbucks ln mnh.
Nhng ci g cng c mt hn ch ca n, starbucks hng ti vic thng thc c ph
nh l mt mn n tinh thn, nh mt nt vn ha. M vn ha l khng ng nht nhau trn
ton cu, n c s khc bit nhau r rng cc v tr a l khc nhau. Vi s cng nhc ca
starbucks khi nh hnh sn phm ca mnh u cng ging nh m thnh tr ngi ln
khin cho starbucks b tht bi nhiu th trng m u tin phi k n chnh l th

trng c. Khng ai c th tng tng c mt ngi khng l nh starbucks li gc ng
ngy trn t c vi vic thua l 143 triu la cng vi phi ng ca 61 trn 84 ca hng
khng nh cho tht bi nng n ny ca n. C hai im dn n tht bi au n ny ca
starbucks :
+Th nht: Ti c, Starbucks khng quan tm n vic ti u ha sn phm, h ch
mang nhng g lm M m p dng vo y, im khc bit v khu v l mu cht ca vn
ny. Trong khi ti m sn phm c ph ca starbucks c lng sa v siro nhiu lm cho n
c v ngt hn th th ngi c li a thch sn phm m cht c ph hn. Starbucks qu t
tin m khng bit rng c pht trin ngh thut pha ca ph sm hn M rt nhiu nh vo
ln song di c t v Hy Lp u nhng nm 1950.
+Th hai: Ti M, Starbucks bt u Seattle vi mt ca hng duy nht v ri n

c nhanh chng m rng ra nhiu ca hng nh s mi l, nh vic ngi m mt i vic
thng thc c ph. Trong khi Starbucks p dng sn phm ca M sang Australia nhng
hng ny ngay lp tc p t mnh vi khch hng a phng bng nhiu ca hng mi
thnh ph, mt lng cung qu ln, mt sai lm khi h khng bit rng th trng c ph c
khng m m nh h ngh.
Tht bi ti c kin cho Starbucks buc phi nhn li cc bc i trong th trng quc
t ca mnh. Starbucks quyt nh ci t li b my v cch phc v ca mnh nhm vc dy
cng ty ang c nguy c ri xung vc. Nhn thy tm quan trng ca vic ha hp vi mi th
trng nht nh, Starbucks quyt nh thay i mnh thch ng hn th hiu ca khch hng
mi khu vc khc nhau. Chnh v vy, cng ty quyt nh thc hin chin lc a phng
ha ti cc ca hng ca mnh. Khng cn l starbucks c on trn trng quc t na, thay
v ch m rng vi chnh cc ca hng do starbucks vn hnh theo m hnh ti M th by gi
h li da ch yu vo knh cp lisence vi cc ca hng ph hp vi tng a phng.

C cu ca hng Starbucks trong nc v quc t

US International
33.105% 33.972% 36.558% 28.579% 31.802% 33.581% 35.709% 32.226%
66.895% 66.028% 63.442% 71.421% 68.198% 66.419% 64.291% 67.774%
2009 2010 2011 2012 2013 2014 2015 2016
Hin ti Starbucks s dng ba cch thc khc nhau: lin doanh, giy php v cc cng ty
con. Khi Starbucks thm nhp quc gia mi, h tin hnh nghin cu th trng mt cch k
lng. Hn na, cng ty t chc cc cuc phng vn nhm tp trung rng ri c c mt
nhn thc v th trng v tim nng ca n. Starbucks l mt v d hon ho v vic ngay c
mt cng ty ln cng cn tm kim thng tin t c thnh cng. Bc u tin l nhn ra
rng rt kh phc v nhu cu ca th trng mc tiu tng quc gia. Starbucks hu nh
lun lun nhn ra nhu cu ca mt cng ty khc lm vic v chia s ri ro ti chnh vi
mnh. Hu ht cc hp tc thnh cng ca Starbucks gip h tip cn th trng mi v thu
c cc sn phm v dch v c sn trn th trng mt cch nhanh chng. Hp tc chin
lc nng cao tnh cnh tranh ca Starbucks trn th trng. Khi m rng trn ton cu,
Starbucks ang lin tc tm kim cc i tc a phng l nhng nh lnh o kinh doanh
trong th trng . Chin lc lm vic vi i tc c tc ng bi mc tiu pht trin
nhanh chng v nhu cu hc hi kin thc ni a ca cng ty. V vic chn i tc, cc gim
c chn cng ty c cng chun mc v gi tr nh Starbucks, i tc phi chp nhn s kim
sot cht ch n mc khng c "khong khng t do" no trong vn hnh. V cng v th
m phng thc hp tc ph bin ca ca Starbucks ti th trng phng ng l lin doanh
vi i tc a phng v kim sot ton b tiu chun vn hnh. Ngun ti chnh di do
duy tr mt cuc chi di hn cng l tiu chun m starbucks p dng chn i tc. Sau khi
la chn c i tc, Starbucks tin hnh xy dng h thng ca hng ca mnh.

C cu ca hng trn th trng quc t

Company-operated stores Licensed stores
50.411%
62.448% 62.878% 62.580% 70.017% 66.084% 67.693% 56.872%
49.589%
37.552% 37.122% 37.420% 29.983% 33.916% 32.307% 43.128%
2009 2010 2011 2012 2013 2014 2015 2016

C cu s lng ca hng trn th trng quc t ang c s dch chuyn t cp php
nhng quyn sang ca hng cng ty qun l dn chim gn 50% s ca hng, tc tng ca
hng qun l 5.93%/nm t nm 2009 n 2016. Nhm nh hng hot ng theo ng mong
mun v chin lc p ng khch hng ca cng ty.
Tiu ch hot ng ca Starbucks l tn trng vn ha ca cc nc m mnh kinh
doanh, do cc ca hng ca Starbucks c thit k ph hp vi thi quen, s thch ca
khch hng nhng cng khng lm mt i nhng c trng ca Starbucks. Cc sn phm ca
Starbucks cc nc khc nhau s c nhng im khc nhau phc v nhu cu, s thch ca
khch hng. Vi chin lc kinh doanh da trn vn ha bn a gip Starbucks thm nhp
nhanh chng vo th trng m mnh la chn, ng thi gip h thng chui ca hng pht
trin nhanh do p ng c nhu cu ca khch hng; to c cc sn phm c nhng im
khc bit thch hp vi khch hng cc th trng khc nhau gip lm tng uy tn ca cng
ty; mt khc a ra c cc quyt nh kp thi gip cng ty nng cao kh nng cnh tranh
ca mnh vi cc i th cnh tranh th trng .

Vi chin lc ng n, bit i chm v chc, u t nghin cu th trng k lng,

a dng ha sn phm v sng to trong kinh doanh vc dy Starbucks trong thi k kh
khn nht vi hai mc tiu chnh cn t c :
- Thch ng vi cc th trng a phng :
+ Trong phm vi nc M Starbucks s ch trng nhiu hn ti i tng khch hng l

ph n, ngi B o Nha v tng lp ngi tiu dng km phong lu hn mt bc. Cn vi
th trng nc ngoi s tp trung ch yu vo Trung Quc, n , Ai Cp, Brazil v Nga.
Trong Starbucks lun hi vng mt quc gia khng c truyn thng ung c ph nh Trung
Quc tr thnh th trng ln th nh ca mnh.
+ Starbucks hng ti vic ng gp mt phn tch cc vo cng ng giao tip mang
tnh a phng v mang tnh ton cu thng qua hot ng ca n vi mt s lng i tc c
s thnh tho tinh thng trong nhng lnh vc nh pht trin x hi, lao ng v vn ho c.
V d nh UK, hng Starbucks hot ng trong mi quan h gn gi vi NXB s tht
quc gia (NLT) 6 nm trc y pht trin sn phm All Books for Children (ABC) nhm
gii thiu cho tr trc tui n trng v cc bc cha m v li ch ca vic bit c.
M rng cc loi sn phm cho thch hp vi nhu cu a phng nh sandwich tam
gic, sandwich xc xch v sandwich salami l nhng mn c th cho cng ng Hungary.
Trong thc n ca Starbucks khng ch c cc loi c ph lnh, c ph kiu M nh
Frappuccino, Iced Americano, Tall Decaf Latte m cn c y cc loi c ph theo ng
kiu chu u, Starbucks cng c nhng chn nng bng, c ph Macchiato c snh nh ngi
hay c cc caffe latte ngo ngt mi sa nh ngi Php.
Cng l c ph Starbucks nhng Howard Schultz rt nng ng v linh hot khi thit k
qun c ph ca mnh, cc siu th, bn tu, trng i hc hay khu du lch ng ngi th
Howard Schultz li c nhng c ph Starbucks rt bnh dn .Chic cc, dng bng giy
carton hay bng nha mng rt tin li kiu M nh bt k ti mt ca hng n nhanh no.
Nhn chung, mi th trng starbucks lun tm cch bin i mnh ph hp vi p lc
t pha a phng.
- Gim chi ph, tng hiu qu (tn dng li th ca chin lc kinh doanh ton cu p
dng):

Starbucks l nh bn l hng u, vi thng hiu v my rang c ph c bit. Hng

cam kt s a ra loi c ph v Starbucks Experience cht lng cao nht trong khi vn
kim sot cng vic kinh doanh theo con ng cung cp nhng li nhun v mt kinh t, mi
trng v x hi cho cng ng ti nhng ni m n tin hnh hot ng kinh doanh, l mt
s pht trin mang tnh bn vng.
Vic thc hin cp php m cc ca hng mi cho php Starbucks y nhanh hot
ng m rng th trng v tn dng c ngun nhn lc am hiu th trng m vn c th
tit kim cc ngun lc dnh cho vic thit lp cc ca hng mi do chnh h iu hnh. Hin
Starbucks thc hin cp lisence ti hu khp cc th trng quan trng trn th gii vi s
lng theo khu vc sau y.
Quc gia Loi hnh gia nhp Tn hot ng Nm

Canada Vn ch s hu Starbucks coffee Canada 1996
Japan Lin doanh Sazaby Inc 1996
Malaysia Cp giy php Berajaya Group bhd 1998
New Zealand Cp giy php Restaurant Brands 1998
Taiwan Lin doanh President Coffee corp 1998
Kuwait Cp giy php Alshaya 1999
Philippine Cp giy php Rustans Coffee corp 2000
Australia Lin doanh Markus Hofer 2000
Israel Lin doanh Delek Coperation** 2001
Austria Cp giy php Bon Appetit Group** 2001
Switzerland Cp giy php Bon Appetit Group** 2001
Germany Lin doanh Karstadt Qualle AG 2002
Greece Lin doanh Marinopoulos Brothers 2002
Mexico Lin doanh SC de Mexico 2002
Hawaii Lin doanh C ph Hawaii Partner 2002
Hong Kong Lin doanh Maxims Caterers Ltd 2000
Indonesia Lin doanh PT Mitra A Diperkasa 2002

Pueto Rico Lin doanh Pueto Rico Coffee partner 2002

Lebanon Cp giy php Alshaya
Spain Lin doanh Grupo Vips 2002
Vit Nam Cp giy php Hng Kng Maxims Group 2013
n Lin doanh Tata Global Beverages 2012
mi th trng, h s tm hiu nhu cu, s thch ring ca mi khch hng to ra

cc sn phm thon mn nhu cu ca h, tn trng bn sc vn ha mi quc gia. V d, qua
nghin cu th Starbucks nhn thy c s khc nhau gia vn ha ung c ph ca ngi
Vit Nam v ngi M; do cc ca hng ca hai th trng ny Starbucks to ra nhng
im khc bit t sn phm cho n cch phc v, trang tr trong ca hng cng nh v tr ca
ca hng.
Vi m hnh cu trc ny gip Starbucks thm nhp nhanh chng vo th trng m
mnh la chn, ng thi gip h thng chui ca hng pht trin nhanh do p ng c nhu
cu ca khch hng; to c cc sn phm c nhng im khc bit thch hp vi khch hng
cc th trng khc nhau gip lm tng uy tn ca cng ty; mt khc a ra c cc quyt
nh kp thi gip cng ty nng cao kh nng cnh tranh ca mnh vi cc i th cnh tranh
th trng . Bn cnh Starbucks cn quan tm n nhng gi tr ch thc ca mnh, bn
cnh vic c gng duy tr v nng cao hiu qu hot ng kinh doanh ca mnh, hng cn lun
c gng pht huy nhng g vn c, t cht lng ca ly c ph n phong cch phc v. Chin
lc kinh doanh ca Starbucks lin quan n vic cung cp cho khch hng mt tri nghim
Starbucks, tc l tri nghim 'th ba' , ri khi ni lm vic v nh, ni mi ngi c th c
thi gian cht lng vi bn b hoc thng thc c ph, ung v thc phm ti
ngon. Hin ti, cng ty ang theo ui chin lc m rng kinh doanh quc t vi trng tm
c bit vo phn khc th trng Trung Quc v Chu Thi Bnh Dng. Cng nhn qua cc
th trng tiu biu ca starbucks thy n thch ng vi mi th trng nh th no.

1.3 Chin lc chc nng
1.3.1 Chin lc sn xut:
S khc bit ca sn phm chnh l mt trong nhng chin lc kinh doanh ca

Starbucks. Theo , tp on c ph khng l tp trung vo cht lng sn phm ca mnh v
khch hng phi tr gi cao v cht lng . Dch v khch hng xut sc cng l mt trong
nhng ngun li tim n li th cnh tranh ca Starbucks lm tng thm s hp dn ca nh
bn l c ph ny. Starbucks gi c cht lng thng hiu ca h bng cch t qun l tt
c cc tin trnh sn xut t khi cng tc la chn ngun cung ng khng qua trung gian v
ngun gc o c, rang ht, nghin ht cho n khi trn vi cc thnh phn, to ra mt tch c
ph v sau bn n ca hng ca h. H thu li nhun trn chui ca mnh m khng phi
chia s n vi ngi khc. H c mt kha o to nhn vin iu kin pha ch c ph
tt nht. Ngoi c ph Arabica, Starbucks cn s dng cc ht c ph n t cc vng min
khc trn th gii v chng u c hng v v axit ring bit. Ging nh mt loi ru
vang ho hng, c ph Starbucks rt c o v bn c th kt hp n vi rt nhiu thc phm
v n nh khc nhau. H to ra cc sn phm a dng, tt hn khi dng vi , tt hn khi
dng bui sng, tt hn khi dng bui ti. y l l do h s dng nhiu hn hp khc nhau v
s dng c ph espresso rt khc vi c ph t pha ti nh. Duy tr nhit l mt iu quan
trng khi lm c ph, rt nhiu my gia dng khng thc s lm nng nc trc khi c s
dng, nhng my pha ch ca starbucks c th lm nc si trong mt pht, n khai thc tt
nht hng v ca c ph.
Ngoi ra, hot ng chuyn nghip ca Cng ty Starbuck bao gm cc hot ng cp

giy php bn l ti hn 40 quc gia v cc dch v thc phm Canada v Anh. Hot ng
chuyn mn ca cng ty ti Hoa K bao gm cc ca hng bn l c cp php, ti khon
dch v thc phm v cc d n khc lin quan n chin lc kinh doanh chnh ca Starbucks.
Starbucks chp nhn cc ng dng cp php lu tr trc tuyn, vi thng tin ban u tp trung
vo loi hnh hot ng do ngi np n iu hnh. Starbucks bt u mt trang web cng
ng, tng ca My Starbucks, c thit k thu thp kin v phn hi t khch hng
gip cng ty nm r c tnh hnh ca mnh. S thm nhp th trng. Chin lc tng trng
chnh ca Coffee Starbucks Coffee l s thm nhp ca th trng. Chin lc thm canh ny

h tr tng trng ca cng ty bng cch ti a ho doanh thu t cc th trng hin ti.
Starbucks c mt ti 65 quc gia trn th gii. ti a ha doanh thu v tng trng trong
nhng th trng hin ti, cng ty p dng chin lc thm nhp th trng bng cch m thm
cc ca hng ca cng ty. Starbucks cng p dng chin lc tng trng ny thng qua vic
cp php cho vic bun bn v nhng quyn thng mi mt s quc gia, chng hn nh
Cng ha Dominican.
1.3.2 H thng cng ngh:
Tch hp quy trnh cng ngh vo quy trnh kinh doanh khc nhau l mt im thnh
cng na ti Starbucks. "Starbucks kin quyt khi ni rng mc ch ca cng ngh mi khng
ch ci thin trang web ca mnh m cn x l cc khon thanh ton nhanh hn cho
nhng ngi ang ch i trong hng i" chui c ph t c gi tr gia tng cng ngh
lin quan thng qua tch hp cng ngh vo mt hay nhiu quy trnh v th tc kinh doanh nh
pht trin sn phm mi, truyn t thng ip tip th, hon thnh bn hng v theo di mc
hi lng ca khch hng. Starbucks l i u trong ngnh v khai thc cng ngh thng
tin v pht trin cng ngh. Cng ty ng dng cc ng dng di ng qung b thng
hiu v bn sn phm sm hn so vi i th cnh tranh. ng dng Starbucks cung cp nhiu
tnh nng nh trnh nh v ca hng, thng tin da trn dinh dng v chng trnh
thng. Hn th na, sng kin "MyStarbucks Signature" cho php khch hng pht trin
ung c ch k ring (c ph nng hoc lnh), t tn cho thc ung v chia s hng v mi
vi cng ng. Cc v d ng ch nht cho vic to ra gi tr thng qua tch hp cng ngh
ca Starbucks bao gm vic a ra tnh nng t hng v tr tin trn in thoi di ng, cho
php khch hng mua hng m khng cn xp hng ng t gc bn ngoi, c rt nhiu
chuyn gia nhn nh : Qun mt cng ty c ph i, Starbucks gi y l mt cng ty cng
ngh. Nhn qua v d v Amazon, bt u nh l mt hiu sch trc tuyn sau pht trin
thnh bn mi th. Ngy nay, Amazon phn bit vi cc nh bn l khc vi cc
thut ton , dch v m my , robot v my bay khng ngi li - khng k n my tnh
bng , hp truyn hnh v, in thoi thng minh 3D. Amazon khng nm trong danh mc "ca
hng bn l". l mt cng ty cng ngh. Starbucks cng th, bt u bn c ph , nhng gi

y Starbucks li ang tch hp, lng ghp rt nhiu cng ngh vo vic sn xut, kinh doanh
ca mnh nh:
- Sc khng dy: Starbucks cng b k hoch ci t 100,000 b sc khng dy trong
hn 7.500 ca hng trong vng ba nm t 2015 cho ti 2018, v s c hn mi im sc
khng dy cho mi ca hng.
- ng dng v tr ca hng: Ti Hi ngh pht trin ton cu gn y, Apple trnh din
mt tnh nng hin th cc biu tng lin quan n ca hng hoc a im trn mn hnh kha
khi bn n cc a im - ngay c khi bn cha ti ng dng ca ca hng. Nhn vo biu
tng a bn n Apple App Store ti ng dng xung nu bn khng c n v khi chy
n nu my bn c ng dng ny. V d tnh nng s dng h thng iBeacon ca Apple.
Starbucks thm iBeacons vo tt c cc ca hng ca h, gip chng ta c th t mua ung
trc v sau t ng thng bo cho ngi pha ch khi bn bc vo ca, thc ung ca bn
s sn sng vo lc bn n quy tnh tin.
- Internet of things: l cc thit b v cm bin giao tip vi nhau v vi con ngi qua
Internet. Nhiu ca hng ca Starbucks c my c ph Clover cng ngh cao , kt ni vi m
my truyn t hiu sut ca cc my, v theo di cc s thch ca khch hng. Starbucks
cng ang nghin cu cc t lnh thng minh theo di ngy ht hn ca sa v cc mt hng
khc bn trong, nhit k thng minh, kha ca thng minh v cc thit b khc trong cc ca
hng, ni c th ti d liu v tnh trng hin ti ca chng.Tt c cc d liu u c th truy
cp v kim sot vn phng chnh ca Starbucks
- Thng mi in t di ng: Starbucks l mt doanh nghip khng l trong thng
mi in t di ng. Cc giao dch di ng ca cng ty vt mc 1 t USD vo nm 2013,
theo mt c tnh. Cng ty tit l rng ng dng thanh ton v lng trung thnh ng dng
ca h c 10 triu ngi s dng vi mc trung bnh 5 triu ln giao dch mi tun.
- D liu khng dy hiu sut cao: Starbucks ang lm vic tr thnh ngi dn u
v hiu nng Wi-Fi hotspot. Sau khi cung cp Wi-Fi AT&T tiu chun cho khch hng trong
nhiu nm, Starbucks ang a Google cung cp dch v truy cp tc cao - c l Wi-Fi
nhanh hn phn ln khch hng ca h c th truy cp vo bt c u. Khng ging nhiu nh
bn l khc, ni m Wi-Fi c cung cp min ph hoc khng c, Starbucks ang c gng
cnh tranh bng Wi-Fi nhanh hn v d dng hn nhiu.

1.3.3 Chin lc Marketing:

Chin lc sn phm
Nm 2011, Starbucks thay i hnh nh logo ca mnh, theo logo mi s khng

cn dng ch Starbucks coffe, y c coi l bc i u tin trong qu trnh m rng
thng hiu ca cng ty. L do chnh m dng ch Starbucks coffe c b i l vic cng
ty ang c k hoch tung ra cc sn phm ch khng ch gii hn trong cc sn phm t c ph
v lin quan ti c ph.
Vic m rng sn phm ca Starbucks c thc hin mt cch mnh m theo c hai
hng l chiu dc v chiu ngang.
Theo chiu dc l vic cng ty a ra cc dng sn phm khc nhau nhm ph hp vi
kh nng khc nhau ca cc nhm khch hng. Cc sn phm ca Starbucks cng l c ph
Starbucks nhng h rt nng ng v linh hot khi thit k qun c ph ca mnh. Ti khu vc
sn bay hay ti cc trung tm ti chnh, cc trung tm thng mi ni ting th c ph Starbucks
l mt qun bar sang trng v theo cng l nhng ly c ph t tin. iu ny mi ph hp
vi cc doanh nhn, cc ng ch v cc nh qun l cp cao, nhng ngi ny lun tm thy
Starbucks l mt ni thch hp m phn, hay th gin trn chic salng c sch bn ly
c ph. Th nhng ti cc siu th, bn tu, trng i hc hay khu du lch ng ngi th
Starbucks li c nhng c ph Starbucks rt bnh dn. y khng c nhng chic chn s
sang trng hay ly thy tinh sng bng. Thay vo ngi ta li thy nhng chic cc, dng
bng giy carton hay bng nha mng rt tin li kiu M nh bt k ti mt ca hng n
nhanh no.
Khng ch dng li vi vic m rng sn phm theo chiu dc nhm ph hp vi kh
nng ca khch hng, chin lc m rng sn phm ca Starbucks cn c thc hin theo c
chiu ngang. Theo , cng ty pht trin cc dng sn phm nh cung cp m nhc, ru, bnh
v s c nhiu nhng sn phm ph hp vi nhu cu ca th trng na c cung cp sau khi
Starbucks thit lp hn mt n v kinh doanh chin lc cho cc dng sn phm mi v trung
tm nghin cu ti Thng Hi, Trung Quc. Mt v d thnh cng ca Starbucks gn y l c
ph ha tan Via, loi c ph ha tan ny thnh cng ln, khng ch bn chy M m cn
c mt ti Anh, Canada, Nht v Philipines.
Sut ma h va qua, bo co cho thy nhng thay i mnh m ca thng hiu ny
trn cc quy hng bn l, Starbucks tuyn b rng cng ty ny s tin hnh phn phi cc

sn phm c ph ng gi v tr Tazo vi s tr gip ca Acosta Sales & Market l trung

gian phn phi ca h. Acosta hp tc vi Starbucks t khi thng hiu c ph ha tan VIA
c gii thiu ra th trng. Mt phn chin dch dnh cho mng bn l s bao gm Seattle
Best Coffee - mt thng hiu c Starbucks mua li v ti nh v thng hiu vo thng
nm va qua, v trong thng ny h s bt u ra mt bao b mi cho cc sn phm ca mnh.
Starbucks cng ln k hoch tip tc vic m rng thng hiu Seattles Best Coffee nh mt
thng hiu bn l c lp, chng hn, mt qun bar Seattles Best Coffee ang c m th
im ti trung tm thng mi Walmart Canada.
Starbucks vi tham vng nng cao gi tr thng hiu bng vic tham gia cc th trng
mi, a ra cc dng sn phm mi. Tuy nhin, cng ty cng khng qun vic gn gi nhng
gi tr ct li ca mnh bng vic m rng cc dng sn phm trong khun kh cc sn mi u
c lin quan ti nhng sn phm c trong chnh c tnh ca sn phm hay l nhng nhu cu s
dng kt hp ca ngi tiu dng. Tt c nhng yu t trn s m bo thnh cng cho
Starbucks trong qu trnh m rng sn phm, m rng thng hiu v trn tt c l nng cao
gi tr ca cng ty.
Starbucks cng s dng pht trin sn phm nh l mt chin lc tng trng chuyn
su th cp. Chin lc su rng ny bao gm vic to ra cc sn phm mi c c nhiu
doanh thu hn. Starbucks tip tc i mi sn phm ca mnh. V d: sau khi cng ty mua li
The Coffee Connection, n bt u cung cp Frappuccino ti qun c ph Starbucks. Cng
ty cng gii thiu soda vo nm 2014. Thng qua cc sn phm mi nh vy, Starbucks pht
trin thng qua chin lc su rng ny. Starbucks chuyn v c ph v ung c lin quan.
Cng ty bn c ph, ung espresso phong cch , ung pha ch lnh, cng nh tuyn
chn cc loi tr ho hng. Ngoi ra, cng ty cn bn cc ph kin v thit b lin quan n c
ph. Tr Tazo l thng hiu ca Starbucks, c nhiu hng v khc nhau v bn c th nhn
c chng nh tr , lemonades, lattes, nng hoc lnh. Mt loi c ph espresso l c ph
en mnh, c pha bng cch p nc nng qua khu vc c ph. N tinh cht hn, c nhiu
caffein hn, cn Starbucks Latte l Espresso vi sa v bt hp. Mt Caramel Macchiatto l
mt loi c ph vani vi t vanilla, thm bt v st caramel trn. Mt v d v cc loi kem
trn ca Starbucks l gia v b ng cha b v gia v truyn thng, trn vi sa v pha vi
nc , sau l kem nh kem v gia v b.
Chin lc gi
Chin lc t gi cao cho cc sn phm c bit ca Starbucks gip cho li nhun

ca cc nh hng Trung Quc nhiu hn li nhun M, mc d doanh thu y vn thp
hn. Trn ton chu , li nhun hot ng ca Starbucks l 34,6% cho nm 2011, cao hn kh
nhiu so vi 21,8% M. Qu nhiu nhn hiu vi v gim gi thnh sn phm tng th
phn nhng trn thc t, h nn hng n li nhun cui cng c th pht trin bn vng
c. Chin lc gi ny ca Starbucks khng nhng ph hp vi nhu cu ca th trng m
cn cho php hng lin tc a ra nhng sn phm c bit em li li nhun cao, chng hn
nh mt b qu tng, b p cho chi ph nguyn liu tng cao. Khi m t l th ha ca
Trung Quc mc cao, cc cng ty cn thc hin cc chin thut cn thit gii quyt vic
tng gi hng ha nguyn liu. Vo ngy 22 thng 9 nm 2010, Starbucks thng bo s tng
gi do gi c ph, sa v cc nguyn liu khc tng. Starbucks mong mun duy tr hoc h gi
mt s ung ph bin nht ca mnh, bao gm cc loi ung espresso nht nh; V,
hu ht cc th trng, c ph cao cp gi cao 1,50 la; V tng gi cc loi ung c nhiu
lao ng v ung c ln. Khng ging nh c ph, gi ch khng da trn kch c, thay v
da trn s lng ti tr, bi v nc c gi r dng khng phi chai.
Chin lc phn phi
Starbucks c mt hu ht cc ng t trong nhng thnh ph m thng hiu ny xut
hin. iu ny l mt trong nhng yu t xy dng chin lc thng hiu Starbucks. Thay v
ch tp trung vo nhng khu vc ng dn c, nhng khu vc c xut hin i th cnh tranh,
Starbucks chn c mt ti hu ht cc ng t c th thu c mt bng, iu ny gp phn to
nn h thng nhn din thng hiu Starbucks. Vic ny c th gy ln p lc trong chi ph u
t nhng li gip Starbucks hn ch c ti a c hi ca cc i th cnh tranh khc. Cc
quyt nh i ngc li i th tuy y mo him nhng cng mang li gi tr li nhun ln
hn gp nhiu ln nu chng ta bit khai thc li th cnh tranh ny. Song hnh vi vic m
rng cc dng sn phm mi lun l qu trnh m rng th trng, y l hai hot ng b tr
cho nhau nhm m bo mc tiu tng trng ti tt c cc cng ty.
C hai nh dng ca ca hng Starbucks: ca hng do cng ty iu hnh v c cp
php. Vo cui nm ti chnh 2016, Starbucks c 12.711 (51%) ca hng do cng ty iu
hnh v 12.374 (49%) ca hng c cp php. Tng cng, cng ty m hn 3700 ca hng
trong hai nm qua (Bo co thng nin nm 2016). Tnh n thng 10 nm 2016, Starbucks
c khong 254.000 nhn vin trn ton th gii, bao gm 170.000 nhn vin ti Hoa K. Theo
s liu t chnh bo co ca cng ty, cc ca hng do chnh Starbucks vn hnh ny em li

cho cng ty ngun doanh thu quan trng nht vi mc 53% doanh thu hng nm. Tuy nhin,
vic m rng th trng ca Starbucks li da ch yu vo knh cp lisence, theo thng k do
chnh cng ty cng b th cc ca hng Starbucks theo dng cp php ny ng gp 63% vo
doanh thu ca cng ty ti th trng quc t. Vic thc hin cp php m cc ca hng mi
cho php Starbucks y nhanh hot ng m rng th trng v tn dng c ngun nhn lc
am hiu th trng m vn c th tit kim cc ngun lc dnh cho vic thit lp cc ca hng
mi do chnh h iu hnh. Hin Starbucks thc hin cp lisence ti hu khp cc th trng
quan trng trn th gii vi s lng theo khu vc sau y.
Bng 2.2: S lng ca hng cp php ca Starbucks nm 2011
n v tnh: Ca hng
Chu Thi Bnh Dng Chu u-Trung ng Chu M

Nht Bn 935 Th Nh K 153 M 4082
Hn Quc 367 Anh 128 M Xi C 318
i Loan 249 Cc Tiu Vng 94 Canada 284
quc Rp
Trung Quc 218 Ty Ban Nha 75 Cc nc khc 92
Philipines 183 Kuwait 67
Malaysia 121 Rp S t 65
Hong Kong 117 Hi Lp 59
Indonesia 109 Nga 52
Newzeland 35 Cc nc khc 169
Tng s 2334 Tng s 862 Tng s 4776
Ngun: Bo co hot ng kinh doanh nm ti kha 2011 ca Starbucks.
Hot ng kinh doanh ca Starbucks hin c chia thnh hai khu vc chnh, mt ph
trch th trng M v mt chuyn trch mng kinh doanh quc t. Theo k hoch, hng s c
cu thnh ba chi nhnh: chu M, Trung Quc - chu Thi Bnh Dng, chu u v cc th
trng cn li (gm chu u, Trung ng, Nga v chu Phi). Starbucks cng b nhim lnh
o cho tng chi nhnh ny. iu ny m bo c vic kim sot qu trnh m rng th
trng ca cng ty. Hng tin AP dn li Gim c iu hnh Starbucks, ng Howard Schultz,
cho hay: Khi chng ti xem xt k cc c hi m chng ti c trn th trng th gii, chng
ti ngh rng ti lc phi iu chnh li c cu v y mnh nhng nng lc tt nht ca
mnh. Mt v d thnh cng ca starbucks trong vic m rng th trng chnh l thnh

cng ca h ti th trng ng dn nht th gii, Trung Quc. Starbucks m hn 500 ca

hng khp Trung Quc v li nhun tnh trn mi ca hng y cao hn so vi chnh
nc M. Thnh cng ca Starbucks trong vic m rng th trng cng c nh gi cao khi
ti th trng Trung Quc chng kin tht bi ca rt nhiu cc nhn hiu thc phm v
ung phng Ty ni ting nh Dunkin Donuts, Krispy Kreme v Burgers King. Vic tham
m rng th trng ca Starbucks lun c thc hin rt bi bn v ti mt th trng y
tim nng v quan trng nh Trung Quc iu ny cng c th hin r rt. Thay v vic ch
tp trung tng doanh s bn hng v ch n gin l a nhng sn phm ti th trng c sang
mt th trng mi, v nh, a ra th trng Trung Quc nhng sn phm thnh cng
nc M nh c ph thng thng. Starbucks thc hin cng tc nghin cu th trng k
lng trc khi tham gia v sau h pht trin thm nhng hng v mi cho c ph ca
mnh nh v tr xanh hp vi khu v ca ngi dn Trung Quc v pht trin dch v ti
ch nh bng cch cung cp mt khng gian thoi mi tin nghi cho mt th trng ch c mt
vi nh hng c trang b iu ha nhit , Starbucks tr thnh mt im gp mt l
tng cho c mc ch cng vic ca gii vn phng hay t tp bn b. Ni cch khc,
Starbucks u t c mt m hnh kinh doanh ti u nht cho ch ring th trng Trung
Quc, ch khng ch my mc mang tt c nhng g gip hng thnh cng M sang p t
cho Trung Quc nh rt nhiu hng khc lm v phi chu tht bi. T hot ng nghin cu
th trng mt cch k lng gip Starbucks xy dng hnh nh cho mnh nh mt sn
phm biu hin a v v thnh cng trong cuc sng. Mt cc c ph bn ra Trung Quc c
gi t hn so vi M. Vic ung c ph Starbucks gi c coi nh mt biu tng ca a v,
mt cch th hin phong cch, s sn sng chu chi ca tng lp trung lu ca Trung Quc.
Chin lc t gi cao cho cc sn phm c bit ca Starbucks gip cho li nhun ca cc
nh hng Trung Quc nhiu hn li nhun M, mc d doanh thu y vn thp hn. Trn
ton chu , li nhun hot ng ca Starbucks l 34,6% cho nm 2011, cao hn kh nhiu so
vi 21,8% M. Qu nhiu nhn hiu vi v gim gi thnh sn phm tng th phn
nhng trn thc t, h nn hng n li nhun cui cng c th pht trin bn vng c.
Chin lc gi ny ca Starbucks khng nhng ph hp vi nhu cu ca th trng m cn cho
php hng lin tc a ra nhng sn phm c bit em li li nhun cao, chng hn nh mt
b qu tng, b p cho chi ph nguyn liu tng cao. Khi m t l th ha ca Trung
Quc mc cao, cc cng ty cn thc hin cc chin thut cn thit gii quyt vic tng gi
hng ha nguyn liu. Thnh cng ca Starbucks ti Trung Quc cng mt phn l nh vic h
c nhng chin thut tuyt vi trong vic thu, gi chn v o to nhn vin. T l b vic
trung bnh Trung Quc cao nhng Starbucks c t l b vic thp hn nhiu so vi mc trung
bnh ny v hng c nhng gi lng thng ho phng, to ra mi trng lm vic tt v to
c hi thng tin cho tt c nhn vin. Cc nhn vin ca Starbucks cng lun cm thy hnh
phc v t ho vi v tr ca mnh v h chia s nim hnh phc v s hi lng ti khch
hng thng qua nhng sn phm dch v hon ho hn. Ti Starbucks, nhng gi tr m hng
ang cung cp cho ngi Trung Quc khng ging vi nc M. H c th iu chnh m
hnh kinh doanh thch nghi vi mi trng kinh doanh mi m vn bo ton c nhng gi
tr ct li ca mnh. l l do ti sao Starbucks tr thnh mt nhn hiu ton cu, hin din
v thnh cng khp cc nc trn th gii.
Pht trin th trng. C ph Starbucks s dng pht trin th trng lm chin lc pht
trin tng trng th cp ca mnh. Chin lc thm canh ny h tr s tng trng ca cng
ty bng cch to ra doanh thu ti cc th trng mi hoc phn khc th trng. V d: C ph
Starbucks d kin s nhp nhiu quc gia hn. Cc nc ny ch yu chu Phi v Trung
ng. Trong chin lc su rng ny, Starbucks pht trin bng cch m rng phm vi tip cn
ton cu ca mnh. Cng ty C Ph, Inc nm ti 3475 Victory Blvd, Staten Island, Staten
Island, New York, C ph Starbucks Canada nm Toronto, Ontario, Cng ty cho thu ti sn
vn ca Starbucks nm Delaware, Starbucks c chi nhnh ti Argentina, c, Chil,
Singapore, Nht Bn v Anh. Cc loi c ph v tr ca Starbucks c mt ti khong 39.000
ca hng cu lc b ca hng tp ha, 33.000 ca hng M v 5.500 ca hng trn ton cu.
Phn khc CPG bao gm c ph v ch ng gi cng nh cc sn phm c thng hiu c
bn trn ton th gii thng qua cc knh nh cu lc b kho, ca hng tin li v ca hng tp
ha.
Chin lc truyn thng
S dng chin lc khng qung co rng ri v ch khuych trng hnh nh qua
truyn ming, Starbucks chi khong 30 triu USD cho qung co, tc l xp x bng 1% doanh
s. n gin nh Starbucs va ri c c tnh mc li nh l in sai tn khch hng trn ung
nhm khch trng hnh nh ca mnh thng qua vic truyn t ca khch hng. Khon ny
cng ch dng cho cc hot ng gii thiu v tung ra cc sn phm cafe c hng v mi m
thi. Trong khi , cc tp on tiu dng c quy m tng t Starbucks chi ti 300 triu USD
qung co mi nm. Mt li th khc l Starbucks khng c i th cnh tranh no trn ton
quc.
Khuyn mi: Starbucks bt u mt trang web cng ng, tng ca My
Starbucks, c thit k thu thp kin v phn hi t khch hng. Chng trnh thng
My Starbucks cho php cc thnh vin kim c ung min ph sau mi mi lm ln mua
hng ti cc ca hng Starbucks. Rt tm thy qung co ca Starbucks trong bng qung
co, khng gian qung co, bo hoc p phch nhng ni c th mong i xem qung co
cho hu ht cc c s khc, chng hn nh McDonalds? Starbucks nhn mnh cht lng trn
gi v cc tnh nng khc m n c th nhn mnh. Nm 2001, Starbucks gii thiu Th
Starbucks, mt th gi tr c lu tr khch hng s dng v ti li.
Chin lc nhn s
Th trng mc tiu ca Starbucks ln cung cp tim nng tng trng v li
nhun hp dn. H c v tr tt trn th trng vi s lng ca hng d tip cn. C l chin
lc hiu qu nht ca Starbucks l thi gian, n lc v ngun ti chnh c u t vo nhn
vin ca cng ty -. Starbucks cung cp cho nhn vin ca h c hi mua c phiu ca cng ty
qua cc khon khu tr lng. Starbucks cung cp tt c nhn vin bn thi gian lm vic t
nht hai mi gi bo him y t, mt li ch do Gim c iu hnh Howard Schultz thc hin,
ngi chng kin cha mnh ang phi vt ln vi t cch l nhn vin ca cc cng ty
khng mang li li ch nh vy. Chin lc ca Schultz l gi cho cc nhn vin ca Starbucks
vui v v nhit tnh v cng vic ca h thng qua bi thng, phc li v vn ho cng ty.
Mong i ca ng trong tr li l gi li nhn vin (gim chi ph o to v doanh thu) v to
ra doanh thu (thng qua s hi lng ca khch hng).
Chin lc ca Starbucks kt hp vi s khng sn lng tha hip cht lng trong bt
k hon cnh no v s lnh o am m di s qun l ca Howard Schultz, Gim c iu
hnh, gip Starbucks gi vng v tr dn u v vn gi v tr dn u trong th trng ny.
1.4 Chin lc cp n v kinh doanh
Cc SBU ca Starbucks c phn chia da trn nguyn tc mang n cht lng c

ph ho hng v khng gian tri nghim tuyt vi n khch hng. Thay v c gng p ng tt

c cc khch hng tim nng bi mt dng sn phm nht nh l c ph, Starbucks pht
trin v m rng cc nhm sn phm mi, c o tng phn on c th.
Cc SBU ca Starbucks gm:
- Starbucks Coffee: dng sn phm c ph nguyn ht tuyt ho, dnh cho nhng ngi
yu thch c ph nguyn cht.
- VIA Coffee: dng sn phm c ph pha sn (hay cn gi l c ph ha tan), dnh cho
khch hng thch ch bin c ph ti nh.
- Seattle Best Coffee: chui ca hng va phc v c ph nguyn ht, va phc v c
ph espresso mang phong cch , dnh cho khch hng thch s mi m, thch khm ph ly c
ph pha ch, tin li (c ph take away).
- Cc sn phm khc: tr Tazo, thit b v ph kin pha ch c ph, a nhc, thc n
nhanh, bnh
Theo ma trn Boston ta thy:
Cao
T l tng trng ca th Ngi
trngsao Du chm hi
Th trng quc t C ph ha tan VIA
Seattles Best Coffee
Thp
Con b sa Con ch
Dng Starbucks Coffee Cc loi sn phm khc
Starbucks
Coffee
Cao Th phn tng i Thp
y l dng sn phm c ph chim phn ln doanh thu ca Starbucks. Vi dng sn
phm ny, Starbucks s dng chin lc phn bit rng phc v th trng l nhng ngi
chuyn ung c ph, Starbucks mang n c ph cht lng cao v kinh nghim c o trong
s tin li ca mt lng ln a im, tch bit chng khi s cnh tranh ca thng hiu.
Starbucks mong mun mang li cho khch hng nhiu hn l c ph cht lng, l nhng
tri nghim trn vn v xng ng ti khng gian ca hng c ph, l ni ca s kt ni v
l mt phn trong cuc sng hng ngy, ngoi cng s v gia nh.
Vi chin lc phn bit rng, Starbucks s dng chnh sch tm ngun cung ng bn
vng v c trch nhim phn bit sn phm ca mnh vi i th cnh tranh. Trong khi cc
i th cnh tranh nh McDonald's v Dunkin Donuts nhn mnh chi ph thp, c ph
Starbucks nhn mnh mt khng kh thn thin m cng m mi ngi thng thc thng qua
khng gian thoi mi ti ca hng, cch phc v nhit tnh, chuyn nghip ca i ng nhn
vin. c bit, Starbucks pht trin thng hiu ton cu thng qua cc hnh ng chin lc
nh: mua li Peet's Coffee & Tea - tr thnh hng cung cp c ph cht lng cao hng u
b Ty nc M (1984); Thnh lp Cng ty Thng mi C ph Starbucks (SCTC) ti
Lausanne, Thy S qun l vic thu mua c ph ht xanh (2000); thnh lp Trung tm h tr
nng dn trng c ph San Jose, Costa Rica (2004); Thng v mua li The Coffee
Equipment v h thng pha ch Clover nm 2008 - cam kt ca Starbucks trong vic cung
cp cho khch hng Starbucks nhng tch c ph ring bit dnh cho khch hng bng loi c
ph Starbucks him nht v k l nht s dng h thng pha c ph Clover.
Ngoi ra, Starbucks cng ch trng n a im ca ca hng, thay v ch tp trung vo
nhng khu ng dn c, nhng khu vc c xut hin i th cnh tranh, Starbucks chn c mt
ti hu ht cc ng t c th thu c mt bng, gp phn to nn h thng nhn din thng
hiu Starbucks. iu ny c th gy ln p lc trong chi ph u t nhng li gip Starbucks
hn ch c c hi ca cc i th cnh tranh khc.
C ph ha tan VIA
VIA dng c ph ha tan mi ang phn tn s khc bit v c tnh chi ph thp ca
Starbucks. Nm 2009, ng Schultz d on rng nhng ngi yu thch c ph s kt hp VIA
Coffee vo cuc sng hng ngy ca h, h s khng bao gi thiu c ph tuyt vi ny
trong cuc sng ca mnh. Starbucks c gng gia tng s ln ung c ph mi ngy ca khch
hng thng qua vic to ra mt la chn thay th cho c ph thng. V kt qu t c rt
ng ch , tp on c ph Starbucks khng ch gia tng th phn c ph ha tan m th phn
ton b cc chng loi sn phm u tng trng mnh.
t c thnh cng trn, Starbucks tri qua qu trnh thuyt phc nhng ngi
M ang hoi nghi v dng c ph pha sn mi, v vi ngi tiu dng M h thng trnh s
dng cc loi ru c pha sn, hay s kt hp gia chng vi cht lng thp hn. Tuy nhin,
Starbucks tm cch thay i vn ha c ph bng cch tn dng nhng g m i th cnh
tranh khng th c c l mt mng li vi hn 3000 ca hng c giy php hot ng
kinh doanh, Starbucks gia tng mc nhn din v lan rng sn phm n khp nc M.
iu ny cng c th hin khi Starbucks tn cng ti th trng Chu u, ti y vn ha
mi ca ngi tiu dng l Nu bn ang un si nc trong m nc triu d thc

hin nht l dng n vi c ph ha tan.
Seattles Best Coffee
Seattles Best Coffee l mt chui ca hng thuc s hu ca Starbucks, n c nh

hng quan tm nhiu hn ti ngn sch ngi tiu dng vi mc gi hng ti tng lp bnh
dn. Do nhiu u im ngay t lc bt u (c dn dt bi thng hiu ni ting i trc, li
th v ti chnh, marketing,) nhng li c mc gi hp l, loi ung a dng hn
Starbucks, nn khng c g l l khi chui c ph ny pht trin khng ngng, ginh c v
tr thng phong v vn ln top 5 chui c ph tt nht th gii.
Khi trin khai chui ca hng Seattles Best Coffee, Starbucks tp trung u t vo thit
k khng gian ca hng, a dng cc loi ung espresso, cc cng thc pha ch c ph mi,
sng to, cch bi tr ln bao b nhm phc v khch hng tt hn, mang li s hi lng cao
hn. C th: Starbucks a dng sn phm vi sa khng bo, khch hng cn c th chn vani
hay siro du rng pha vo thc ung espresso ca mnh nu thch; pht minh ra cc cch
thng thc c ph mi, t nc gii kht ng chai, kem, cho n cc sn phm sng to
khc, v d nm 1995 bt u phc v sn phm ung mang thng hiu Frappuccino,
mt loi ung lnh v mn nh tuyt, nm 1996 bt u bn thc ung pha c ph
Frappuccino ng chai (a Starbucks n vi cc siu th v ngnh kinh doanh nc gii kht
ung lin). ng thi, nm 2006 Starbucks l cng ty u tin ra mt loi cc ng thc ung
bng giy c cha cht x ti ch sau khi s dng trong ngnh cng nghip c ph. Hnh ng
ny th hin cam kt trch nhim ca cng ty i vi cng ng v mi trng. Ngoi ra,
Starbucks tn dng sc phn phi khng l ca Pepsi m rng Starbucks ra khi cc ca
hng bn l v ng vo mt v tr ni bt hn trong th trng chnh thng.
Cc sn phm khc
Cc thng hiu tr, c bit l tr Tazo, hay thit b v ph kin pha c ph cng cc
sn phm khc cng c Starbucks y mnh pht trin ngay trong h thng cc ca hng bn
l ca mnh. Cc sn phm ny chim gn 10% trong doanh thu bn l ca Starbucks, c bit
l th trng M.

Rng
C hi cnh tranh Starbucks Coffee

Dn o chi ph Phn bit
Hp
V Cc sn phm khc
Tp trung chi ph Phn bit tp trung
Chi ph thp Li th cnh tranh Phn bit

Chin lc u t cp n v kinh doanh
Starbucks duy tr li th cnh tranh k t khi to ra i dng xanh ban u mang
n cho khch hng nhng la chn c ph theo phong cch qun c ph c cht lng. gi
c hin ti, thng hiu tp trung vo nng lc ct li ca mnh v trnh lan rng ra cc kha
cnh khc. trnh nhng i th cnh tranh nh McDonalds v cc chui c ph khc, h to
ra s i mi gi tr thng qua vic nng cao tri nghim ca khch hng bng cch u t vo
ni dung v tng tc trc tuyn. Thay v to ra nhiu sn phm mi hn, Starbucks to ra sc
mnh ca ring mnh bng thng hiu v tng cng mi lin h vi khch hng trung thnh,
Starbucks tch mnh khi McDonalds v nhng i th khc.
S dng trang web My Starbucks Idea, hay Facebook, Twitter thu thp kin v
phn hi t khch hng. p dng cc u i cho khch hng trung thnh, ng dng thanh ton
v t hng bng ng dng trn in thoi di ng (Mobile Order & Pay v Starbucks app for
iPhone) gip khch hng t hng v thanh ton nhanh chng m khng phi xp hng gia
tng mc tng tc, hi lng ca khch hng i vi Starbucks. Theo Schultz, Starbucks
x l hn 5 triu n t hng thng qua di ng mi thng v con s ny ang tng ln hng
gi. ng dng trn di ng chnh l chin lc u t ca Starbucks vi cc cp n v kinh
doanh, n khng nhng y mnh doanh s bn hng m cn mang n cho khch hng s hi
lng v cht lng v chuyn nghip trong dch v.
Mc d, Starbucks tham vng nng cao gi tr thng hiu bng vic tham gia cc th
trng mi, a ra cc dng sn phm mi. Tuy nhin, chin lc u t ca tp on khng
qun vic gn gi nhng gi tr ct li ca mnh l cht lng c ph thng hng, khng
gian thi thng, tinh t c phc v bi nhn vin tt nht. Vic m rng cc dng sn phm

ca Starbucks trong khun kh cc sn phm mi u c lin quan ti nhng sn phm c

trong chnh c tnh ca sn phm hay l nhng nhu cu s dng kt hp ca ngi tiu dng.
Khng gian ca hng c cng ty u t, bi tr theo tng phn on khch hng khc nhau t
thng lu, trung lu cho n cc ca hng ngay trong siu th, ca hng tp ha nh, iu ny
mang n s hi lng cho nhng khch hng kh tnh nht, ai cng c th tm c mt chn
th ba, mt ni ngh chn th v, y cm hng, gip khch hng th gin, thot khi p lc
cng vic v gia nh. V iu c bit, i ng nhn vin chnh l ngi cng s ca thng
hiu, ngi truyn cm hng, am m t ly c ph tuyt ho Starbucks n khch hng, h
c o to chuyn nghip t cch pha ch, cch tng tc cho n cch hiu tm l khch
hng, tr thnh ngi bn cng khch hng khm ph ly c ph cht lng t Starbucks. Tt c
nhng yu t trn s m bo thnh cng cho Starbucks trong qu trnh pht trin thng hiu
v trn tt c l nng cao gi tr ca cng ty.
2. Thc thi chin lc
2.1 C cu t chc
Starbucks c t chc theo c ch kt hp gia c cu chc nng v c cu theo a l,

vic cng ty s dng c cu kt hp ny nhm gia tng mc phi hp v phn cng gia cc
b phn trong t chc to gi tr v a c cu t chc ca cng ty hot ng mt cch hu
hiu. Cu trc chc nng lin quan n h thng phn cp trong cu trc t chc ca Starbucks,
to iu kin CEO gim st v theo di t trn xung bao gm Ph ch tch iu hnh v lut
php, chui cung ng c ph, ngun i tc cung ng ti nguyn, ti chnh. iu hnh v
qun l tt cc t chc kinh doanh, Starbucks phn chia cc h thng bn l, cp php hay
cc hot ng khc theo tng khu vc a l bao gm: Chu M (chim 69% nm 2016); Trung
Quc v Chu Thi Bnh Dng (14% nm 2016); Chu u, Trung ng, Nga v Chu
phi (chim 5% nm 2016). Ngoi ra, th trng Chu M, c cu t chc chui ca hng c
ph ca Starbucks c phn chia theo khu vc a l gm: Pha Ty, Ty Nam, ng Nam v
ng Bc. Mi khu vc a l c mt Ph ch tch cp cao. Theo c cu t chc ny, mi nh
qun l ca Starbucks s bo co cho hai cp trn gm: Ph ch tch khu vc a l v Ph ch
tch iu hnh chc nng, tnh nng ny gip Starbucks qun l cht ch hn cho cc nhu cu

ti khu vc a l, ng thi nhng ngi ng u cc b phn chc nng c th iu chnh

chin lc v chnh sch theo iu kin th trng c th.
Ngoi ra, c cu t chc ca Starbucks cn c phn chia theo cu trc sn phm v
i lm vic. iu ny cp n dng sn phm v i nhm lm vic ti cc qun c ph
trong chui ca hng bn l nhm cung cp dch v hiu qu nht cho ngi tiu dng.
CEO
President
Executive VP, LegalExecutive VP, Supply Chain & Coffee

Executive VP, Supply Partner Resources
Executive VP, Supply Chief Financial Officer
Senior VP, Coffee
VP: Vice President

President, China, Asia Pacific
President, Europe, Middle East, AfricaPresident, North America
Other Segment
VP,
VP, South Central VP, Northwest VP, Northeast
Southwest

2.2 C ch kim sot
Starbucks thc hin c ch kim sot thng qua 03 loi c ch gm:

- Kim sot quan liu: t chc s dng cc quy tc v thm quyn hng dn hnh
ng ca nhn vin, iu ny c thc hin thng qua vic kim sot hnh ng nhng
quyn thng mi. Howard Schultz ch s hu v ngi sng lp Starbucks trch dn v
vic nhng quyn thng mi nh sau: Starbuck kin quyt chng li vic nhng quyn
thng mi, cng ty c th kim sot cht lng sn phm v xy dng nn vn ha chung
cho tt c chui ca hng ca h thng. Ngoi ra, vi c ch kim sot quan liu, Starbucks
thc hin di hnh thc l ti liu bng vn bn, c th l s tay ca nhn vin. Cun s tay

nhn vin bao gm cc quy tc, chnh sch v nhng g m t chc mong i t mt nhn vin
ca Starbucks.
- Kim sot th trng: s dng cc lc lng kinh t v cc c ch nh gi km theo
iu chnh hiu sut. Vi Starbucks, kim sot th trng cp doanh nghip c s dng
iu chnh cc n v kinh doanh c lp, bao gm: vic s dng cc c ch nh gi
iu chnh cc hot ng trong cc t chc (hay gi l cc giao dch kinh t). Cc n v kinh
doanh c th c coi l trung tm li nhun v cc ngun lc thng mi kt hp thng qua
cc c ch nh trn. Cc nh qun l ca Starbucks c th s dng cc n v ny nh gi
li nhun v thit hi trong cng ty. Kim sot th trng trong Starbucks c th thit lp bng
phn tch bn hng, bo co dng tin mt, nghin cu tip th, Cn kim sot th trng
phn tch li nhun v tn tht. Cc bo co, tuyn b ny cng c th gip Starbucks phn tch
thng tin kinh t.
- Kim sot vn ha: c ch ca kim sot vn ha l trao quyn cho nhn vin ca t
chc p ng cc tiu chun thc hin. Kim sot vn ha l vn ha doanh nghip, nim tin,
gi tr v cc mi quan h khng chnh thc trong t chc. H thng ny gip kim sot hnh
vi ca nhn vin, d dng t c cc mc tiu ca t chc. Gi tr ca cng ty c th c
phn nh trong tuyn b S mnh ca Starbucks: Khi ngun cm hng v nui dng tinh
thn con ngi mt ngi, mt cc c ph v mt cng ng vo mt thi im
3. Thnh tu chin lc
3.1 Cc thnh tu th trung
Nhng thnh tu mang tnh chin lc ca Starbucks t 2008 n 2016 bao gm:
- Xy dng hnh nh mt cng ty vi s cam kt chnh thc v ton din i vi cc
ngha v x hi vi cc chng trnh hnh ng c th nh: h tr vic lm cho sinh vin
(Opportuny Youth), vic lm cho qun nhn v ngi thn ca qun nhn, thu ngi t nn, h
tr cho nhn vin hc Cao ng, i Hc (Starbucks College Achievement program). Ngoi
ra, cng ty cn s dng cc ngun nng lng, nguyn liu sch, c th ti ch; cc chng
trnh h tr cng ng nh cung cp cc ba n min ph. Thnh cng trong xy dng hnh nh
mt cng ty trch nhim x hi va ghi li du n khc bit trong tm tr khch hng va gip
cng ty xy dng mt i ng nhn vin gn b v am m vi cng vic.

- Starbucks t ct mc 99% c ph c ngun gc o c bng hng lot cc n lc

trong vic u t v h tr nng dn cc vng trng c ph. Nh , Starbucks c th m bo
ngun cung ng c ph cht lng v n nh cho tng lai pht trin ca cng ty.
- M rng phm vi hot ng trn ton cu, tnh n cui nm 2016, cng ty hin din
75 quc gia.
- L cng ty dn u ngnh kinh doanh ca hng c ph ti M, vi th phn gn 40%
vo nm 2016.
3.2 Phn tch cc thnh tu ti chnh
3.2.1 Phn tch doanh thu chi ph

Tng doanh thu ca Starbucks trong vng 10 nm qua tng trng vi tc
8.52%/nm trong khi tc tng trng doanh thu ca i th ln nht trong ngnh Dunkin
ch t tc tng trng 4.83%/nm, Starbucks t doanh thu cao nht 2016 l 21.3 t USD,
trong khi i th cnh trc tip Dunkin t doanh thu xp x 829 triu USD. Vic chuyn mn
ha vo mt lnh vc kinh doanh caf gip Starbucks chim lnh th phn ln nht trong ngnh.
TC TNG TRNG DOANH THU

700.000
600.000
500.000
Licensed stores
400.000 CPG, foodservice and other
Total
300.000
200.000
100.000
.000
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

250
200
150
Doanh thu
Chi ph
100
50
0
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Bin ng ca doanh thu v chi ph trong 10 nm qua, Starbucks u t pht trin tiu
tn chi ph hot ng kh ln v tng qua cc nm tc tng 7.5%/nm tng ng doanh thu
tng 8.5%/nm. Nm 2013 c s bin ng chi ph t bin ch yu do chi ph nguyn vt liu
caf tng cao ng thi cng ty tng cng hot ng chi ph bn quyn thm nhp vo cc
nc, chi ph pht trin hot ng nhng quyn gip pht trin h thng. Vic gia tng chi ph
nm 2013 l mt bc gip Starbucks tip cn gn hn ngun cung cp nguyn vt liu cng
nhiu nh hng thay i chin lc trong cu trc ca hng nhm thanh lc v nng cao v
th ca cng ty so vi i th.
3.2.2 Phn tch dng ngn qu
Dng ngn qu
6,000
4,000
Dng tin vo
2,000
Dng tin ra
Dng ngn qu rng
000
07 0 08 0 09 0 10 011 012 013 014 0 15 0 16
20 2 2 2 2 2 2 2 2 2
(2,000)
(4,000)
(6,000)

Dng ngn qu u t l dng tin ra chnh, khon ngn qu ra cho hot ng u t

trang thit b, xy dng nh xng, mua sm thm ti sn, bn cnh l khon mua sm u
t cng chim t trng cao trong dng ngn qu ra.
Dng ngn qu rng ca Starbucks khng c bin ng ln, s tng ln ca dng tin ra
gip tng trng dng tin vo, do dng tin ra ch yu u t vo hot ng kinh doanh. Tc
tng trng dng tin vo trung bnh 13%/nm th tng ln ca dng tin ra trung bnh
11%/nm.
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Ngn qu
hot ng 1,331.22 1,258.70 1,389.00 1,704.90 1,612.40 1,750.30 2,908.30 607.80 3,749.10 4,575.10
Ngn qu
u t (1,201.95) (1,086.60) (421.10) (789.50) (1,019.50) (974.00) (1,411.20) (817.70) (1,520.30) (2,222.90)
Ngn qu
ti chnh (171.89) (184.50) (642.20) (346.00) (608.00) (745.50) (108.20) (623.30) (2,256.50) (1,750.00)
Dng ngn
qu rng (42.62) (12.40) 325.70 569.40 (15.10) 30.80 1,388.90 (833.20) (27.70) 602.20
Cho thy vic tng dng tin ra trong u t mang li hiu qu thay i dng tin vo
ca cng ty.
3.2.3 Phn tch ti sn ngun vn
C cu ti sn
TS ngn hn TS di hn
48.442%48.905%52.492%
56.836% 61.232%68.018%66.778%
68.254%69.185%63.495%
51.558%51.095%47.508%
43.164% 38.768%31.982%33.222%
31.746%30.815%36.505%
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
C cu ti sn ca Starbucks bin ng kh ln trong giai on 2007-2016, cng ty s
dng ti sn ngn hn khong 50% t nm 2010 2013 trong khi trung bnh chim khong
39% do trong giai on ny Starbucks ct gim mnh ti sn di hn, ng ca cc ca hng
hot ng kinh doanh khng hiu qu. Tng trng ti sn ngn hn tc 10.87%/nm trong
10 nm qua, ti sn di hn tng vi tc 10.13%/nm t tc tng tng ti sn trung bnh

10.37%/nm.
Ti sn cng ty c ti tr bi vn ch s hu v cc khon n, trong , n phi tr
chim t trng ln hn, n nm 2016 N phi tr chim t trng 59% trn tng ngun vn.
Vn ch s hu tng lin tc v n nh tc 9.9%/nm, trong khi n phi tr tng trng
cao hn 10.68%/nm. Cng ty s dng n ti tr cho khon chi ph bin i do bin ng
ca chi ph kh tng ng bin ng ca chi ph n phi tr. Trong , khon phi tr ngn
hn tc tng chm v n nh 7.75%/nm v khon vay di hn tng 19.16%/nm, hin nay
khon vay n di hn ang dn chim phn t trng ca khon phi tr ngn hn ca cng ty.
C cu ngun vn
N phi tr Vn ch SH
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
So snh vi i th cnh tranh trc tip v kh nng thanh ton v kh nng thanh ton
nhanh
Kh nng thanh ton

2
1.8
1.6
1.4 Starbucks
1.2 Dunkin
1
0.8
0.6
0.4
0.2
0
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Kh nng thanh ton nhanh

1.4
1.2
1
Starbucks
0.8 Dunkin
0.6
0.4
0.2
0
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Kh nng thanh ton ca Starbucks hn 1, tc ti sn ngn hn sc ti tr cho cc
khon phi tr ngn hn, kh nng thanh ton nhanh n nh nhng thp hn Dunkin Brand.
Thi gian v sau, kh nng thanh ton v kh nng thanh ton nhanh ca Starbucks u duy tr
mc n nh khng bin ng tng hay gim mnh nh i th cnh tranh trong ngnh. Cho
thy, Starbucks duy tr kh nng thanh ton tt nhng cng m bo kh nng sinh li, khng
lu tr qu nhiu tin mt. Chnh lch gia kh nng thanh ton v kh nng thanh ton nhanh
ca Starbucks cao hn Dunkin do cng ty ny ch yu cp php nhng quyn thng mi nn
khng nm gi nhiu ti sn ngn hn nh Starbucks t chc hot ng kinh doanh ca hng l
ngun doanh thu ln nht.
Ch s vng quay tng ti sn cho thy kh nng sinh li trn n v ti sn ca
Starbucks v cc i th trc tip trong ngnh cho thy Starbucks t c hiu qu trn ti sn
cao hn cc cng ty trong ngnh tuy nhin ang gim nh trong 10 nm qua tc 1.67%/nm.
Starbucks vn duy tr kh nng sinh li trn cc ti sn cng ty nm gi cao hn kh nhiu cc
cng ty trong ngnh.

S vng quay tng ti sn

2
1.8
1.6
1.4
Starbucks
1.2
Dunkin
1
0.8
0.6
0.4
0.2
0
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
25000 2
1.8
20000 1.6
1.4
15000 1.2
Doanh thu
1
Tng Ti sn
10000 0.8 S vng quay tng ti sn
0.6
5000 0.4
0.2
0 0
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
duy tr v th nh hin ti i hi phi u t nhiu hn vo ti sn v cc hot ng
pht trin v th cnh tranh, tc tng ti sn ca cng ty 10.4%/nm trong tng tin mt
tng 22.4%/nm trong khi , ngnh kinh doanh caf ang giai on bo ha, cng ty vn duy
tr tc tng 8.5%/nm hiu qu tng doanh thu trn ti sn ca Starbucks gim. Tuy nhin,
nhn chung kinh doanh hot ng ca hng vi khi lng ti sn ln nhng Starbucks vn t
c hiu sut s dng ti sn cao hn vt tri so vi i th.
3.2.4 Phn tch kh nng sinh li

Li nhun hot ng bin

Li nhun hot ng bin

60.000%
50.000%
40.000%
30.000%
20.000%
10.000%
.000%
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
-10.000%
-20.000%
-30.000%
Starbucks Dunkin
Hot ng kinh doanh ca Dukin a dng hn vi nhng thng hiu khc ngoi caf
th ngay t ban u cc cng ty t c li nhun hot ng bin cao hn Starbucks, tuy nhin
tc tng ca Starbucks cao vi 5.74%/nm, trong khi Dukin tng vi tc 4.01%/nm
trong vng 10 nm qua.
Li nhun rng bin
Li nhun rng bin ca Starbucks vn t hiu sut trung bnh vi tc tng trng
trong 10 nm qua l 6.34%/nm trong khi Dukin tng trng tc nhanh 13.39%/nm.
Li nhun rng bin

30.000%
20.000%
10.000%
.000%
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Starbucks
-10.000% Dunkin
-20.000%
-30.000%
-40.000%
-50.000%
-60.000%
** Starbucks tn nhiu chi ph cho qun l kinh doanh cc ca hng trong khi Dunkin
ch cp php nhng quyn, t chc hot ng bng marketing, xy dng v pht trin thng
hiu nn hiu sut trn chi ph ca Dukin t c cao hn trn c 2 ch s li nhun rng bin
v li nhun hot ng bin.
ROA kh nng sinh li trn ti sn
Starbucks t c hiu qu trong s dng ti sn cng r nt hn vi ch s sinh li

trn ti sn cao hn kh nhiu so vi i th ln nht trong ngnh t 19.66% nm 2016 trong
khi Dunkin t kh nng sinh li trn ti sn 6.06%. Tuy nhin, Dunkin ang ci thin hiu qu
s dng ti sn vi tc tng 20.21%/nm, Starbucks duy tr hiu qu tc tng
4.56%/nm.
ROA
25.000%
20.000%
15.000%
Starbucks
10.000% Dunkin
5.000%
.000%
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
-5.000%
-10.000%
ROE kh nng sinh li trn vn ch s hu
ROE
100.000%
50.000%
.000%
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
-50.000%
-100.000%
-150.000%
Starbucks Dunkin
Starbucks m bo kh nng sinh li trn vn ch u t vi tc tng trung bnh

4.97%/nm trong khi Dunkin do chu nhng khon ngha v phi tr trong nhiu nm thm
ht vn ch s hu do kh nng sinh li trn vn ch m v bin ng rt ln trong nhng
nm qua.

Phn tch DUPOT: ROE = Li nhun rng bin x hiu sut s dng ti sn x n by ti
chnh. Ta thy, Starbucks s dng hiu qu ti sn v s dng n by ti chnh tt do t
c kh nng sinh li trn vn ch s hu cao, em li hiu qu u t cho cc c ng.
3.2.5 Phn tch cc thng s th trng

Dunkin t li nhun rng thp hn tuy nhin cng ty s dng n ln, khon n phi tr
ln hn ti sn gy thm ht vn ch s hu, v vy, Dunkin t c ch s thu nhp trn c
phiu cao hn Starbucks vo nm 2016 2.14$ trong khi Starbucks t 1.91$. Tuy nhin,
Starbucks vn t c s n nh thu nhp trn c phiu vi tc tng 7.81%/nm.
Earnings per share - EPS

4
2
0
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
-2
-4
-6
-8
-10
Starbucks Dunkin
Gi c phiu ca Starbucks so vi Dunkin
2011 2012 2013 2014 2015 2016

Starbuck
s 31.46 44.26 51.23 40.12 39.89 60.2
Dunkin 24.98 30.87 42.06 46.35 47.99 46.94
Ch s P/E th hin gi c phiu trn mc sinh li
2011 2012 2013 2014 2015 2016

Starbuck
s 18.95 24.19 5123 29.28 21.68 31.52
Dunkin -17.72 32.85 30.48 27.75 43.63 21.93

Gi c phiu ca Starbucks v Dunkin u c nh gi cao trn th trng chng

khon, gi c phiu ca Starbucks tng 11.42%/nm trong 6 nm qua v Dunkin tng
11.08%/nm. C phiu 2 cng ty u c nh gi cao so vi mc sinh li trn vn ch,
tng quan gia 2 cng ty th c phiu ca Starbucks vn c nh gi cao hn v k vng
tng trng nhiu hn t nh u t.
Bin ng ca ROE v EPS tng ng cho thy cc nh u t nh gi v mc
sinh li ca c phiu Starbucks ng vi tnh hnh tng trng ca cng ty, hn na P/E cao
cho thy nh u t vn k vong nhiu vo mc tng trng ca Starbucks trong tng lai.
ROE V EPS
2.5
1.5
0.5
0
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
EPS ROE
im mnh:
- Chim th phn ln nht trn th trng

- Mc tng trng doanh thu cao trong tt c cc khon mc sn phm
- S dng hiu qu ti sn vng quay ti sn ln v hiu sut li nhun trn ti sn cao
hn ng k cng ty i th
- C phiu c nh gi cao trn th trng chng khon
- Li nhun chia cho c ng cao vo n nh
- Dng ngn qu u t hiu qu gip ngn qu rng n nh
im yu:
- Tnh thanh khon v thanh khon nhanh km
Hiu sut li nhun trn doanh thu cha cao do tn nhiu chi ph qun l hot ng cc
ca hng

3.3 nh gi cc im mnh, im yu
IM MNH (STRENGTHS)
- S1: Starbucks tp trung vo mt lnh vc kinh doanh n l gip tp trung ngun lc v

pht trin theo nh hng t khi mi thnh lp
- S2: Linh hot trong qun l: thit k ca hng, chnh sch gi, pht trin ca hng, knh
phn phi, la chn i tc cp php nhng quyn, c im ca thc n ph hp
cho tng phn khc th trng.
- S3: Kim sot cht lng sn phm t vic h tr nng dn vng trng c ph v cam
kt thu mua theo cc tiu chun quy c, cng ngh rang xay v quy trnh pha ch c
o to bi bnng gip gim st ton b quy trnh, m bo cht lng sn phm tt
nht
- S4: p dng nhng ng dng cng ngh vo t hng, thanh ton, wifi tc cao
- S5: nh v hnh nh tt trong tm tr ngi tiu dng, v tr ca hng thun li gim
c chi ph qung co nh khch hng truyn tai nhau v s tha mn h t c khi
s dng Starbucks
- S6: Nhn vin c o to tt v trung thnh, c kin thc k nng p ng khch
hng tt nht.
- S7: Starbucks chim gn 40% th phn
- S8: Starbucks s dng hiu qu ti sn t mc sinh li trn ti sn cao hn i th
cnh tranh trc tip
- S9: Gi c phiu cao v cng ty ang c cc nh u t nh gi cao
IM YU (WEAKNESSES)
- W1: Tn km nhiu cho chi ph qun l hot ng v o to nhn vin, Hiu sut sinh
li trn doanh thu km hn i th trc tip do tn nhiu chi ph cho qun l v hot
ng
- W2: Cc sn phm kinh doanh ngoi c ph v ca hng nh a nhc, tr Tazo khng
t c hiu qu kinh doanh tt
- W3: Tnh thanh khon ca cng ty km hn i th cnh tranh trc tip trong ngnh
C HI (OPPORTUNITIES)

- O1: Tnh hnh kinh t ci thin, t l tht nghip gim, ngi dn M bt u thoi mi
hn trong chi tiu, to iu kin ngnh kinh doanh ca hng c ph pht trin. Nhu
cu s dng c ph hng ngy ca ngi dn tng ln
- O2: S pht trin ca ng dng in thoi v mang x hi to c hi phc v khch
hng tt hn, gip xy dng chin lc Marketing hiu qu hn.
E DA (THREATS)
- T1: Ngun cung c ph ht th ang b e da bi tnh hnh kh hu bt li. Nguy c ny

c th dn n s thiu ht c ph trong tng lai, ng thi gi c ph s b y ln
cao.
- T2: vn hnh cc ng dng in thoi, i hi cng ty u t nhiu hn vo chi ph
hot ng.
- T3: Thi i vi sc kho cng ng mt vai tr quan trng trong vic xc nh nhu
cu trong ngnh. S gia tng nhu cu n ung lnh mnh v ch n king to nn e
da tim n i vi cc cng ty trong ngnh v 2 l do: cc cng ty cn b sung thm
vo thc n nhng thc ung mi vi sn phm hu c, gy tng chi ph tn kho v
chi ph nguyn vt liu v sn phm hu c thng c mc gi cao; bn cnh , cng ty
phi tn chi ph u t nghin cu cc cng thc pha ch ph hp vi nhu cu n ung
lnh mnh m vn m bo hng v thm ngon.
- T4: Khch hng yu cu sn phm cht lng cao v p ng khch hng nhiu hn
- T5: e da ca cc i th cnh tranh tim tng v i th trong ngnh rt ln do y
vn ang l ngnh hp dn thu c li nhun cao, cc i th trong ngnh pht huy
tnh kinh t theo quy m tng cnh tranh v gi
3.4 Phn tch s ph hp chin luc (phn tch SWOT)
im mnh im yu
C hi O1 S1, S5, S7: Nhu cu s dng W1 O1: Doanh s bn ra v s
c ph ca ngi dn ngy cng tng, ngi s dng c ph c bit ti ti cc
Starbucks tng cng nh v trong tm ca hng c ph ngy cng tng,
tr khch hng qua nhng ca hng ti v Starbucks s dng nhiu chi ph cho vic
tr thun li, a dng cc sn phm cung pht trin v qun l hot ng thu ht
cp t cc ca hng c ph n sn phm khch hng mi gia tng th phn.
ng gi tin dng. W2 O1: vic gia tng danh ting

O2 S4: Cc ng dng ca
hn na Starbucks t nhng hot ng ct
Starbucks trong t hng, thanh ton,
li ca hng v sn phm c ph gip cc
gii php cng ngh khng dy ti ca
hot ng kinh doanh khc c th bin
hng p ng nhu cu khch hng,
ng tt, khch hng n vi ca hng
ng thi thch hp trong iu kin cng
quan tm n nhng sn phm i cng
ngh ngy cng i su vo i sng W3 O1: Sn lng bn ra cng
ngi dn. gia tng gip lun chuyn ca dng ngn
O1 S7, S9: Quy m th trng
qu nhanh, cc khon n ca cng ty c
tng trong iu kin cng ty c nh
m bo, khng cn lu tr nhiu tin mt
gi cao cng m bo ngun lc c th
m dng u t pht trin h thng
thu ht u t pht trin hot ng
kinh doanh mang li li th ngy cng
cao.
e da S2, S6 T3, T4: S linh hot W1 T1, T2, T3: bn cnh cc hot
trong thit k sn phm, sp xp ca ng p ng khch hng gy tn km
hng, thc n theo tng phn on th nhiu chi ph th lng ph v u t nhng
trng mc tiu, sn phm cht lng tt hot ng khng mang li gi tr cao nn
v i ng nhn vin chuyn nghip p c loi b, tp trung nhng hot ng
ng tt nhu cu khch hng, khch hng mang li gi tr cao
W1 T4: Khch hng vn tip tc
sn sng chi tr cao hn cho nhng sn
yu cu nhng ci tin, cht lng v tha
phm tha mn yu cu sc khe hay th
mn cao hn, cng ty cn c nhng bin
gin tha mi, v vy Starbucks lun u
php, phng n hot ng hiu qu
t ng mc cho cht lng v p ng
ct gim chi ph nhng vn mang li hiu
khch hng gip hn ch nhng e da
sut sinh li tt
ny.
S8 T3: Starbucks c nh gi
cao trong s dng hiu qu ti sn iu
ny cho thy nhng u t ca cng ty
cho hot ng p ng khch hng mang

li hiu qu thu ht khch hng, cng ty

vn chim lnh th phn ln trong ngnh.
S3 T1: Cng ty y mnh hot
ng v nhng nc khu vc Nam M,
Columbia, Vit Nam, Indonesia, Costa
Rica nhm tip cn vng trng c ph,
h tr cc n in vn trng c ph
nhm hn ch nhng kh khn do ngun
cung khng n nh.
S2, S5, S6 T5: p ng khch
hng thng qua chin lc ph hp cho
cc n v kinh doanh theo khch hng,
theo khu vc a l, bn cnh vic
nh v tt trong tm tr khch hng, i
ng nhn vin phc v vt ngoi mong
i gip khch hng cm thy tha mn,
to c lng trung thnh ca khch
hng c, thu ht khch hng mi.
V. BN CHT LI TH CNH TRANH
1. Bn cht li th cnh tranh

Cc khi to li th cnh tranh
Cc khi to li th cnh tranh ca Starbucks l cht lng v p ng khch hng
Cht lng:
i vi Starbucks, c ph cht lng l di sn ca cng ty. V trong sut thi gian hot
ng, cng ty khng ngng nng cao cht lng c ph thng qua cc chnh sch thu mua c
ph t cc ngun cung ng c o c. Ngoi ra, cng ty cn u t vo my mc rang xay,
pha ch hin i, cc chng trnh o to nhn vin pha ch nhm pht trin nhng sn phm
cht lng.

p ng khch hng
Nhng n lc p ng khch hng ca Starbucks tp trung vo Tri Nghim ti ca

hng v s sng to trong cc sn phm.
- Cng ty nhanh chng p dng thnh cng cc ng dng in thoi thng minh
khch c th t hng v thanh ton trc tuyn; u t my mc hin i gip tng tc pha
ch. Chnh v th, Starbucks p ng c nhu cu nhanh chng v tit kim thi gian ch ca
khch.
- Lun i mi thc n nc ung vi cc cng thc pha ch p ng nhu cu tng
nhm khch hng khc nhau: thc ung khng cafein, thc ung dnh cho ngi mun gim
cn, thc ung theo ma,Bn cnh , Starbucks cn cung cp thng tin v dinh dng v
gi tr nng lng cho tng loi ung khch hng c th la chn.
2. Ngun gc to li th
2.1 Phn tch chui gi tr
2.1.1 Cc hot ng chnh

Thu mua
C ph cht lng l di sn ca Starbucks v cht lng l gi tr ct li ca cng ty.
Chnh v vy, Starbucks lun ch trng vo vic tip cn cc ngun cung c ph cht lng t
nhng ngi nng dn m khng qua bt k trung gian no. Starbucks duy tr cc mi quan h
bn vng vi nng dn cc vng trng c ph bng cc hp ng di hn, cc hot ng h tr
vn, cng ngh gip h m bo cc ngun lc cn thit cho vic trng trt v thu hoch c
ph Arabica t cht lng. Cng ty hot ng vi tm trung tm h tr nng dn c cn b
nng nghip v cc chuyn gia lm vic vi cc cng ng trng c ph thc y cc bin
php tt nht trong sn xut c ph nhm ci thin cht lng v nng sut c ph.
Hot ng sn xut
Khi ni n ch bin v sn xut c ph Starbucks pht trin mt h thng tp trung
cao, cho php h hp l ha cc hot ng hu cn trn su chu lc. Hin ti h c su trung
tm phn phi, ni c ph ca h c rang, ch bin v ng gi (Boyer, 2013). Quy trnh sn
xut ca h tun theo cc quy trnh nghim ngt m bo n cung cp c ph cht lng cao
cho ngi tiu dng. Cc nh my xn xut ln ti Hoa k bao gm:

- Nh my Kent Kent thuc Washington : Nh my linh hot Kent l nh my duy nht

c ba quy trnh sn xut lin tc, rang c ph Starbucks v c ph tt nht ca Seattle,
pha tr Tazo v dy chuyn ha tan linh hot cho c ph pha sn ca Starbucks
VIA. c xy dng vo nm 1992, Kent l nh my lu i nht trong cng ty.
- Nh my rang c ph Carson Valley Minden, Nevada. Cc nh my rang Carson

Valley l mt trong nhng nh my ch bin c ph ln nht th gii v l mt phn ca
cng ng qun Douglas t nm 2005.
- Nh my Bay Bread Bakery Nam San Francisco, California. "Shaw" l bit danh con
ng nh my ny nm trn, nhng c chnh thc gi l Vnh Bnh M. y l nh
my ln nht vi ba chc nng: chun b sn phm cho cc ca hng La Boulange,
chun b sn phm cho cc ca hng Starbucks, th nghim v pht trin sn phm mi.
- Nh my New French Bakery Ventura, California. New French Bakery l mt nh

my Ventura, California ch tp trung vo b phn bn bun.
- Nh my Evolution Juicery Rancho Cucamonga, California. L nh my p hoa qu

kh ln cung cp cho Starbuck nhng hng v c trng trong c ph ca mnh.
- Nh my rang c ph York York, Pennsylvania. Nh my York l mt trong nhng

nh my ch bin c ph ln nht th gii v l trung tm phn phi ln nht ca
Starbucks. N cung cp sn phm cho cc ca hng Starbucks v ca hng tp ha trong
nc v quc t. N cng l mt phn ca cng ng qun York trong mi by nm
qua.
- Nh my Sandy Run Gaston, South Carolina. Sandy Run l mt nh my rang c ph

t ng ha cao. a vo nm 2008, Sandy sn xut hn 1,5 triu pound c ph hng
tun. Nh my nhn c chng nhn vng ca LEED.
Hot ng cung cp ra bn ngoi

Sn phm ca Starbucks a dng bao gm c ph v cc loi thc ung phc v ti ca
hng v c nhng sn phm ng gi. V th, cng ty bn sn phm thng qua h thng cc ca
hng ca Starbucks phn b rng khp trn ton th gii v cc nh bn l, ca hiu tp ha.

i vi h thng ca hng c ph, Starbucks hot ng 75 quc gia v c hai nh dng ca

hng:
- Cc ca hng do cng ty iu hnh: Cc ca hng do cng ty iu hnh rt quan trng

i vi hot ng kinh doanh v n cho php ban gim st thc hin thay i th hiu
ngi tiu dng v s thch v thu thp thng tin v xu hng th trng ni chung mt
cch trc tip. Vo cui nm ti chnh 2016, Starbucks c 12.711 ca hng do cng ty
iu hnh, chim khong 51% tng s ca hng. Cc ca hng do cng ty iu hnh
to ra 79% doanh thu ca Starbucks trong nm ti chnh 2016.
- Cc ca hng c cp php: C 12.374 ca hng Starbucks c cp php vo cui

nm ti chnh 2016, chim khong 49% tng s ca hng. Doanh thu t cc ca hng
c cp php chim 10% tng doanh thu rng trong nm 2016.
Cng ty chia cc phn on hot ng ca mnh thnh 5 nhm v bng di y

minh ho phn chia doanh thu t tng phn on.
T l doanh thu vo T l doanh thu trong

Phn on
nm 2015 nm 2016
Chu M (Hoa K, Canada v M

73% 69%
Latinh)
Chu u, Trung ng v Chu Phi

s 8% 5%
(EMEA)
Trung Quc / Chu Thi Bnh

7% 14%
Dng (CAP)
Pht trin knh 9% 9%
Tt c cc phn on khc 3% 3%
Starbucks phn phi hot ng v t l doanh thu

Dch v khch hng

Starbucks xy dng lng trung thnh ca khch hng thng qua dch v khch hng cht
lng cao ti cc ca hng ca mnh. Kha cnh ny phn nh ch yu cch thc tng tc
ca nhn vin pha ch v khch hng, l s thn thin, nhit tnh ca nhn vin pha ch khi
tip xc vi khch hng.
Nghin cu v pht trin
N lc p ng khch hng ca Starbucks th hin rt r qua vic Starbucks u t k
lng vo nghin cu cc loi sn phm mi v c o phc v khch hng.
2.1.2 Hot ng b tr
Qun tr nhn s
Lc lng lao ng cam kt ca cng ty c coi l mt thuc tnh quan trng trong s
thnh cng v tng trng ca cng ty trong nhng nm qua. Nhn vin ca Starbucks c
hng cc chnh sch phc li tt nht v mi trng lm vic tn trng v h tr. Ngoi ra,
Starbucks c nhiu chng trnh o to gip nhn vin ca lm vic hiu qu.
Pht trin cng ngh
Starbucks rt ni ting v vic s dng cng ngh khng ch cho cc quy trnh lin quan
n c ph ( m bo tnh nht qun v hng v v cht lng cng vi vic tit kim chi
ph) m cn kt ni vi khch hng ca mnh. Nhiu khch hng s dng cc ca hng ca
Starbucks nh lm cho mt vn phng thay i hoc ni gp g v s sn c wifi min ph v
khng gii hn. Cng ty cn s dng website, facebook v cc trang mng x hi khc nhm
tng tc nhiu hn vi khch hng, t a ra cc chin lc ci tin ph hp. Starbucks
cn s dng cc ng dng di ng gip thao tc t hng v thanh ton ca khch hng tr
nn n gin v nhanh chng.
Hot ng Marketingv bn hng
Starbucks khng tp trung vo qung co, cng ty u t vo hnh nh mt cng ty thn
thin vi mi trng v c trch nhim cng ng. Ngoi ra, Starbucks gii thiu sn phm
mi trn cc trang mng x hi, website, v t chi tiu cho cc phng tin qung co khc.
2.2 Phn tch ngun lc, kh nng tim tng, nng lc ct li
2.2.1 Cc ngun lc
- Ti chnh

+ ng gi: Cng ty c mt ngun lc ti chnh mnh, th hin trong bo co ti chnh

hng nm ca cng ty. Tc tng trng doanh thu, li nhun n nh, vn ch s hu ln
gip cng ty c kh nng u t vo cc lnh vc mi, cng nh u t vo cc hot ng m
rng th trng, sn phm mi, phn phi ca cng ty.
- C s vt cht:
+ ng gi: Hin ti Starbucks s hu hn 25.000 ca hng bn l trn ton th gii,
to iu kin thun li cho Starbucks trong vic phn phi sn phm cng nh t c li ch
kinh t theo quy m
- i ng nhn vin
+ ng gi: Vi s lng 182.000 nhn vin c o to bi bn v chuyn nghip,
hin ang hot ng trn ton cu, to c cho Starbucks mt li th ln trong hot ng
sn xut t tnh kinh t theo quy m, v kh nng phn phi rng khp.
- Ngun lc danh ting
+ Khch hng bit n Starbucks l thng hiu ca hng c ph ton cu, c cng
nhn thng hiu tt nht trong lnh vc kinh doanh ca hng c ph. y l ngun lc gip
Starbucks d dng tip cn vi khch hng v thc y doanh s ca thng hiu ng k cho
n nay. Ngun lc ny cng p ng y 4 yu t nh gi bao gm: ng gi, him, kh
bt chc, kh thay th.
2.2.2 Cc kh nng tim tng
- Kh nng m rng ca hng v phn phi rng khp

Vi h thng chui ca hng rng khp nc M v c mt trn 75 quc gia thng qua
nh thc ca hng do cng ty qun l v cp php, Starbucks nhanh chng phn phi rng
khp sn phm ca mnh n khch hng trn ton th gii.
- Qun tr nhn s v vn ha cng ty
m bo p ng khch hng tt nht bng dch v tuyt vi, Starbucks sm xc
nh vai tr quan trng ca i ng m h gi l i tc. Chnh v vy, Starbucks lun ch
trng xy dng mi trng lm vic tt nht cho nhn vin.
- Kh nng ng dng cng ngh trong kinh doanh
Kh nng bt kp nhng xu hng cng ngh mi giuso Starbucks p ng khch
hng tt hn.
Nng lc ct li ng Hi Kh bt Kh thay Ch

gi m chc th thch
Li th
cnh
- Ngun lc ti ti chnh x
tranh tm
thi
Li th
cnh
- C s vt cht x x
tranh tm
thi
Li th
cnh
- i ng nhn vin x x
tranh tm
thi
Li th
- Danh ting x x x x cnh
tranh
- Kh nng m rng ca
hng v phn phi rng khp
+ Hot ng trn 75 quc
gia vi hn 25.000 ca hng bn l
c ph trn ton th gii Li th
+ a im ca hng c kh
cnh
nng tip cn vi khch hng cao, x
tranh tm
knh phn phi rng khp, gm
thi
trung tm thng mi, trung tm
thnh ph, ngoi , vn phng,
trng H v cc ng t tp trung
khu dn c ng.
- Qun tr ngun nhn lc x x x x Li th

v vn ha cng ty
+ Nhn vin l nhng ngi
cng s, l tm im ca nhng tri
nghim Starbucks, h c chm
sc v cung cp nhiu li ch nh
o to, tham gia vo c phiu cnh
x
cng ty, ch ngh hu tranh
+ Thng hiu xp hng 91
trong 100 cng ty tt nht lm
vic bi tp ch Fortune
+ Vn ha cng ty l phc
v khch hng tt nht
- ng dng cng ngh v

Li th
cc ca hng trn thit b di ng
+ S dng ng dng cnh
x x x
Starbucks trn iOS v Android tranh tm
+ u t cng ngh trong
thi
hot ng kinh doanh
Kt lun:
Thng qua vic phn tch cc ngun lc v kh nng tim tng ca Starbucks, ta nhn
thy cng ty t c li th cnh tranh v cht lng v p ng khch hng
Ngun lc danh ting cng vi kh nng qun tr nhn s v vn ha cng ty to nn
li th canh tranh cho cng ty.

VI. DANH MC TI LIU THAM KHO
1. www.starbucks.com
2. https://www.starbucks.com/about-us/company-information/starbucks-company-timeline
3. http://www.historylink.org/File/20292
4. http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/8505866/Forty-years-
young-A-history-of-Starbucks.html
5. http://www.nytimes.com/2008/03/26/dining/26starbucks.html
6. https://news.starbucks.com/news/starbucks-coffee-company-to-acquire-the-coffee-
equipment-company-and-its-re
7. https://www.theguardian.com/global-development/2015/may/01/coffee-catastrophe-beckons-
as-climate-change-threatens-arabica-plant
8. http://www.ucsusa.org/global_warming/science_and_impacts/impacts/impacts-of-climate-
on-coffee.html#.WSMCP-uGPIW
9. http://www.climateinstitute.org.au/articles/media-releases/coffee-quality-and-cost-to-be-
impacted-by-climate-change,-but-there-are-things-we-can-do.html
10. https://www.nytimes.com/2016/09/23/science/climate-change-threatens-worlds-coffee-
supply-report-says.html?_r=0
11. https://www.bls.gov/opub/mlr/2014/article/consumer-spending-and-us-employment-from-
the-recession-through-2022.htm
12. https://www.aol.com/article/2011/08/11/is-coffee-the-new-leading-economic-
indicator/20015519/
13. https://research.rabobank.com/far/en/sectors/beverages/US-Coffee-Market-Outlook-for-
2017.html
14. http://www.pewinternet.org/2012/04/17/the-future-of-money-in-a-mobile-age/
15. http://blog.euromonitor.com/2014/07/coffee-shops-are-best-positioned-to-benefit-from-
mobile-payments.html
16. https://blog.gokartlabs.com/how-technology-is-reshaping-the-coffee-retail-industry/
17. https://www.statista.com/statistics/273476/percentage-of-us-population-with-a-social-
network-profile/
18. http://www.pewinternet.org/2016/11/11/social-media-update-2016/
19. https://nationalcoffeeblog.org/2016/03/19/coffee-drinking-trends-2016/
20. https://research.rabobank.com/far/en/sectors/beverages/US-Coffee-Market-Outlook-for-
2017.html
21. http://www.bordbia.ie/industry/manufacturers/insight/publications/bbreports/Documents/Co
ffee%20Consumer%20Research%20Republic%20of%20Ireland%20-%20September
%202011.pdf

22. http://www.ico.org/documents/cy2013-14/presentations/seminar%20march
%202014%20presentations/seminar-march2014-tanvi-savara-e.pdf
23. http://www.scanews.coffee/2016/12/06/specialty-coffee-shops-market-size-in-the-u-s/
24. https://www.slideshare.net/KyleStamper/great-cups-of-coffee-strategic-plan-final-final-
47195066
25. Howard Schultz (2013), Dc ht tri tim, Nh xut bn tr
26. PGS.TS. L Th Gii TS. Nguyn Thanh Lim ThS. Trn Hu Hi (2009), Qun tr
chin lc, Nh xut bn Thng K

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Qun tr chin lc GVHD: TS.

NGUYN THANH LIM

GVHD: PGS. TS. Nguyn Thanh Lim

Nng, Thng 6/ 2017

I. LCH S QUN TR CHIN LC CA CNG TY.....................................................6

Nhm 1 STARBUCKS Trang 1

1.1 Chin lc cp cng ty.............................................................................................41

Nhm 1 STARBUCKS Trang 2

I. LCH S QUN TR CHIN LC CA CNG TY

1. Gii thiu s lc v cng ty

K t khi thnh lp vo nm 1971 cho n nay, Starbucks tr thnh hng c ph hng

2. Lch s pht trin cng ty

2.1 Giai on 1971 - 1987

Nhm 1 STARBUCKS Trang 3

Starbucks bt u bng cch bn cc ht c ph rang ca Peet's Coffee & Tea v Peets

2.2 Giai on 1987 1990:

Nm 1983, Schultz i n , ni ng b n tng bi s ph bin ca cc qun bar

2.3 Giai on 1990 2008:

Nm 1990, Starbucks m rng tr s chnh ti Seattle, v tuyn b s mnh ca

Nhm 1 STARBUCKS Trang 5

ng thi a Starbucks tr thnh thng hiu c ph ni ting nht v c yu thch nht

Nhm 1 STARBUCKS Trang 6

2.4 Giai on nm 2008 n nay:

Nm 2008, Ch tch Howard Schultz tr li lm gim c iu hnh v Tuyn b s

Nhm 1 STARBUCKS Trang 7

- u t vo cc chng trnh h tr pht trin bn vng cy c ph cho nng dn, h

3. Kt lun ton b lch s chin lc ca Starbucks:

II. PHN TCH S MNH, VIN CNH

Nhm 1 STARBUCKS Trang 8

ng khch hng mt cch tt nht, vi c m a Starbucks tr thnh mt phn khng th

Nhm 1 STARBUCKS Trang 9

quay ca n c khi chm v m hng v, c khi li nhanh hn nhng lun thm m

2.2 Nhn din m hnh kinh doanh

u phi truyn ti c cng mt thng ip ngm nh hng v c ph: Mi th y u

2.3 Cam kt em li cho gii hu quan

2.3.1 i vi gii hu quan bn ngoi

nh hng vo cht lng v phc v khch hng

Nhm 1 STARBUCKS Trang 11

Cam kt trch nhim x hi

- At Starbucks, we have always believed in the importance of building a great, enduring

Nhm 1 STARBUCKS Trang 12

2.3.2 i vi gii hu quan bn trong

Nhm 1 STARBUCKS Trang 13

Ti Starbucks, mi ngi gi nhau l i tc v khng ch l cng vic m cn l

- Kinh doanh sn phm cht lng tt

Nguyn tc lm nn tng: lun t nhn vin ln hng u trong x l cc mi quan h.

2.4 Cc k hoch chin lc

- L chuyn gia c ph: Starbucks t mc tiu vt tri v dn u trong lnh vc kinh

Nhm 1 STARBUCKS Trang 14

- Thu ht v truyn cm hng cho i tc: Mc tiu xy dng i ng am m c ph, cc

Nhm 1 STARBUCKS Trang 15

cung ng ng cp th gii, to bn sc vn ha c th y mnh cht lng v tc

III. PHN TCH THAY I MI TRNG BN NGOI

i vi cc cng ty hot ng trong lnh vc kinh doanh ca hng phc v c ph, mi

Nhm 1 STARBUCKS Trang 16

Bo co ca Vin Kh Hu Quc Gia vo thng 08/2015 cng d bo rng bin i kh hu

Kt lun v mi trng ton cu:

Mc d nhng d bo thiu ht ngun cung c ph trong tng lai mang n nhiu e da

Ngun cung c ph ht th ang b e da bi tnh hnh kh hu bt li. Nguy c ny c th

2.1 Mi trng kinh t

Giai on 2007 - 2009, khng hong ti chnh lm cho nn kinh t M tr nn m

Nhm 1 STARBUCKS Trang 17

T l tht nghip (Ngun: B Lao ng M nm 2015)

Ch s tiu dng c nhn