Starbucks'

adaptation

in Vietnam
Group 2
 Overview

Adaptation of
Starbucks in Vietnam
Outline
Data collection

Recommendations for
Starbucks in Vietnam
 Overview
Starbucks Company
American coffee chain company
Founded in the city of Seattle,
Washington in 1971.
Products: coffee, handcrafted
beverages, merchandise, fresh
food, consumer products
(Coffee & tea, Ready-to-Drink)
 Overview
Starbucks in Vietnam
Starbucks opened its first store in
Ho Chi Minh City on Feb 1 2013.
2018: 45 stores in big cities.
Target customers:
+ Professionals, business people,
foreigners, etc. from 25 to 40
+ Young adults from 18 to 24
Unique selling point: delivering
services with the highest
standard and premium price.
Product
High quality
+ Carefully chosen ingredients
+ Modern machinery
+ Well-trained baristas
Product innovation
+ Seasonal drinks
+ New product line - Teavana
Product

ASI AN D OLC E LAT T E

(For Asia)

DOL CE MI STO
(For Vietnam)
Place US V I ET NAM

2018: 14606 stores 2018: 45 stores

In all neighborhoods Luxurious buildings
in big cities.
Only 2 stores at Noi
Bai & Tan Son Nhat
Airport
Price
 Price

Premium pricing strategy

Promotion

Reward program
Promotion

Sales promotion
Promotion

Public Relations
Physical
evidence

HERI T AG E C AF E
wooden floors and blinds,
metal chairs and factory-
style lighting system.
Physical
evidence

ART I SAN STOR E

brick walls, glass window &

hand-polished wood sculptures.
Physical
evidence

REGI ONAL MODERN

attic lights equipped with

regionally inspired furnishings.
Physical
evidence

CON C E PT STOR E

"design sandboxes" - with

artistic inspiration from
professional designers.
Starbucks stores in Vietnam Physical evidence
 Process

from bean to cup

 Process
Ordering process

GREETING ORDERING PAYING NAME WRITING

 Process
Credit payment process

REGISTRATION PAYMENT CARD RELOAD

In Vietnam, reloading cards can only be done at the counter

of Starbucks stores.
 People
EMPLOYEES AS "PARTNERS"

providing learning opportunities to

develop skills, further careers
helping them achieve their personal
and professional goals.
 Coffee growers worldwide
COFFEE
Conservation International

communities producing
TEA Tazo® tea ingredients -
CHAI project
Consider color psychology.

Partner COCOA
Cocoa farming community
Supplier-Buyer - Cocoa Practices Programl

ensure ethically long-term & Map out a design guided

high quality ingredients COFFEE byspecialized
nature. coffee machine
supporting farmers MACHINE makers
Partner
Supplier-Buyer

Sourcing Vietnam Da Lat

Coffee
Supporting the education for
children of coffee farmers
Partner US V I ET NAM
Strategic Alliances
 Data collection
OBJECTIVES METHODOLOGY
measure questionaire
satisfaction of consumers SERVQUAL model
expectations of non-consumers concept of Marketing Mix 4Ps

TARGETED AUDIENCE TIME

220 respondents one week
15 - 40 years old 28/08/2019 - 03/09/2019
living and working in Hanoi online channel
 Data collection
For consumers:
giving score from 1 (very unsatisfied) - 5 (very satisfied)
Marketing Mix 4P: Product, Price, Place, Promotion
SERVQUAL model: tangibles, reliability, responsiveness,
assurance and empathy.

For non-consumers:
answering questions about:
favourite coffee shop
frequency of visiting 
reasons for choosing
one thing Starbucks should improve
 Overall score
Marketing mix 4Ps
Price 3.37

Promotion 3.47

Product 3.55

Place 3.88
Distribution is the most effective factor.
Price has the lowest mean value.
However, customers are still positive
about this factor.
 Overall score
SERVQUAL model
Empathy 3.57

Responsiveness 3.81

Assurance 3.90

Reliability 3.96
Tangibles 4.12
Starbucks strategy of interior design
and aesthetics is indeed effective.
Empathy has the lowest mean value.
 PRODUCT
Diversify choices in menu
Creating products that are well-matched with
Vietnamese taste

PLACE
Opening more stores in strategic places.
The location, not the number that matters

PROMOTION
Running ads about new policy/new program on
social networks

PEOPLE
Recommendations Improving "Empathy" factor
Deploying personal to monitor & collecting
feedbacks
 Thanks for

your attention

ANY QUESTIONS?