STARBUCKS

Group 1
Table of Contents Group members

1. Background Pham Thi Thuy Anh

2. Vision Vu Mai Anh
3. Mission
4. Objectives Le Thi Ngoc Mai
5. Strategy Nguyen Dac Thanh
6. Approach Nguyen Thuy
7. Tactic Duong
Khieu Do Quyen
 01
BACKGROUND
 BACKGROUND
- More than 30,000 retail stores in 80 markets
- Appears everywhere in the world
02
VISION
VISION
To establish Starbucks as the premier purveyor of

03
the finest coffee in the world while maintaining
our uncompromising principles while we grow.

In the vision statement, they have clarified their goal

and organizational values:

MISSION
- This company wants to be the premium purveyor of
the finest coffee
- The company culture is very inclusive and accepting.
The practice of fairness and ethics is something the
company aims to retain in the future as well.
 03
MISSION
 MISSION
To inspire
1 Inspriring and nurturing the
and nurture human spirit
the human spirit Emphasize the  importance of both
customers and employees’ satisfaction. 
– one person,
one cup, and 2 One person, one cup and one
one neighborhood at a time

neighborhood Every coffee, every idea, and every

Starbucks store will be dedicated to
at a time creating a distinct presence in the mind
of the public.
 04
OBJECTIVES
 OBJECTIVES
1 Creating a culture of inclusion
- Everyone is welcomed
- Empowering Partners
- Excellent Customer Service

2 Growing the business locally and globally

5
STRATEGY
 STRATEGY
- Offering ‘third-place’
experience

- Selling coffee of the

highest quality

- International market
expansion with the focus
on emerging economies

- Integrating technology
into various business
processes
 06
APPROACH
APPROACH
1 Giving a positive impact to a society
- Creating job opportunities
- Strengthening the community and committed to
a green environment.
- Testing various programs to determine what will
most effectively reduce waste.
- Do charity events and programs
 APPROACH

2 Service
- Comfortable space
- Serve customers very well
- Add a drive-through
- Starbucks applications
- Ask for feedback
 APPROACH
3 Products
- High quality products
- Customers can buy their coffee beans and make
it on their own at home.
- Offer some foods (cakes, sandwiches, ice-cream,
etc)
- Have their own merchandise (mugs, travel
tumblers, etc)
 APPROACH
4 To become business globally  5 Social media
Do some market research to enable a Use social media (Facebook,
deeper understanding of the country’s Instagram, Twitter, …) to update
market, the property right laws their news or events.
Exp: In China, people tend to love
drinking tea compared to coffee →
introduced beverages that included
local tea based ingredients.
 07
TACTIC
 TACTIC
Strategy
Offering ‘third-place’ experience
Selling coffee of the highest quality
International market expansion with the
focus on emerging economies
Integrating technology into various
business processes
Tactic
- Providing free wifi
- Building drive-through in 90% of new
locations and machinery
- Diversifying products
- Providing a variety of high customer
service
- Expanding market year by year since its
establishment
- Launching Mobile Order & Pay feature
- Launching voice ordering app
THANKS FOR LISTENING