STARBUCK

Coffee Company
S
 STARBUCKS You are what you drink.
GROUP MEMBERS
So, what do you want to be today?

Minh Trang Thiên Ân Hà Thy Bảo Long Nguyên Khang

Designer Leader Reporter Reporter Reporter
 LIST OF CONTENT
CHAPTER ONE: Introduction
The Starbucks Background Slide 6

CHAPTER TWO: Segmentation

Demographic Segmentation Slide 10
Geographic Segmentation Slide 11
Psychographic Segmentation Slide 12
Behavioural Segmentation Slide 13

CHAPTER THREE: A – O - I
Activities Slide 16
Slide 17
Opinions Slide 18
Interests
CHAPTER FOUR: Recommendation
Expanding and improving the menu Slide 20
Expanding delivery service Slide 21
Enhance customer experience Slide 22
Slide 23
Employee training and company culture building
 The
STARBUCKS
Starbucks is an American chain of coffee shops, since 1971. It is
headquartered in Seattle, Washington. Starbucks is named after the
STORY
character Starbuck from Moby Dick and its symbol is a mermaid.

Starbucks Mission:
Their mission: to inspire and nurture the
human spirit – one person, one cup and
one neighborhood at a time.
Starbucks Coffee stores in worldwide:
32983 stores (according to
27/12/2020)

Starbucks Coffee stores in Vietnam:

87 stores (according to 3/1/2023)
Vietnam Has the Third-Most Expensive Starbucks Drinks in the World: While getting a drink from
Starbucks in the US might not be a big deal, in Vietnam, it’s something of a luxury.
SEGMENTATION
 Demographic Segmentation:
- Age: 18 to 35
- Gender: both men and women.
- Income: medium to high-income Vietnamese
- Customer types: urban professionals, students and
young people, foreigners and tourists, the upper
middle class, coffee enthusiasts, and tech-savvy
customers,...

=> Starbucks caters to a wide range of customers in

Vietnam. People who are willing to pay a premium for
high-quality coffee and a sophisticated ambiance are
the brand's target consumer.
Geographic Segmentation:
- Urban areas: Ho Chi Minh City and Hanoi.
- Major cities: Da Nang, Hai Phong, Nha Trang,..
- Convenient and accessible locations: busy streets,
shopping malls, and commercial districts.
- High-income or higher-lifestyle neighborhoods:
Areas with customers who are more likely to spend
money on coffee and have a high-end experience.
- High-growth areas: New suburbs of major cities or
developing provinces.

=> Starbucks may adjust their marketing tactics and

offers to fit the needs and tastes of their target
customers in different regions of Vietnam through
geographic segmentation.
 Psychographic Segmentation:
- Aspiration and Modernity: clients who are attracted to Starbucks'
image, defining it with a worldwide and trendy lifestyle
- Belonging and Community: a welcoming atmosphere in its stores help
foster a sense of belonging and social connection.
- Affluence and Status: The wealthy middle class, urban professionals
and customers who visit Starbucks to demonstrate their success and
social standing.
- Exploration and Adventure: appealing to customers' sense of
adventure and novelty-seeking behavior.
- Lifestyle: clients that appreciate a premium coffee experience and
enjoy spending time in a comfortable and relaxing atmosphere.
- Personality: outgoing customers who appreciate meeting friends and
coworkers over coffee.

=> Understanding these preferences can help Starbucks in Vietnam

adjust its marketing strategy and provide a unique customer experience
which resonates with its target consumers.
Behavioral Segmentation:
- On-the-Go Customers: a variety of takeaway options,
such as to-go cups and smartphone ordering services.
- Socializers and Hangout Seekers: clients looking for a
spot to gather, study, or relax.
- Premium Coffee Enthusiasts: clients that value it and
are happy to pay a premium.
- Seasonal Drink Lovers: customers' desire to experience
new and creative flavors.
- Digital Natives: mobile ordering and delivery for clients
who rely on digital platforms for convenience.
- Occasion: clients who consider coffee to be a daily
habit as well as those who consider it a special treat or
reward.
- Loyalty: customers who value the brand's consistency
and quality.

=> Starbucks in Vietnam has successfully used

behavioral segmentation to target and satisfy its
consumers' requirements.
In conclusion, Starbucks has been targeting Vietnam's
growing middle class by extending its presence in urban
areas and tourist destinations since 2013. The company's
customized menu choices and strategic store locations
show that it is catering to the interests of Vietnamese
consumers. As Starbucks expands in Vietnam, it will be
interesting to see how it adjusts to the country's cultural
and economic landscape.
 STARBUC
GROUP 5.
KS

Activities – Opinions - Interests

It’s A – O - I
 STARBUCKS

A: Some common customer

We’ve activities in Starbucks
always 1 Socializinginclude:
been crazy 2 Relaxing
about 3 Studying/Working
coffee.
4 Coffee Tasting
Now we’re
5 Grab-and-Go
certified
 Opinions for those
who love Starbucks
Customers hold many opinions of Starbucks in Vietnam. Customers find that
the price at Starbucks is a bit expensive compared to other coffee shops local
alternatives , in other words, the price is higher than the average income of
Vietnamese people. Moreover, They may find the prices to be beyond their
budget or feel that the cost does not align with the value they receive from
their drinks.

Although Starbucks appeared in Vietnam 10 years ago, so far there are only
87 stores and some stores have had to close because of a decrease in
tourists (tourists are one of the main groups of customers of Starbucks),
purchasing power decreases, market taste is no longer suitable (looking for
other things that are more interesting and attractive).
 Interests for those
who love Starbucks
Starbucks has many competitive advantages that attract the attention
of customers such as having a certain popularity in the beverage
industry, enthusiastic and professional staff, and application of new
technologies. so that the purchase and sale can take place
conveniently and quickly, there are often exclusive programs such as
promotions or seasonal glasses and drinks and limited collaborations.

Besides, customers are also interested in the regular upgrades and

changes of Starbucks services such as the quality of coffee or the
variety of beverages at Starbucks so that customers can experience
the best.
Recommendation
R E C O M M E N D AT I O N

1. Expanding and improving the menu:

For customers who want a quick coffee, we can enhance the
"To Go" menu by adding products such as Iced Coffee, Spiced
Cappuccino, or cold brews.
 R E C O M M E N D AT I O N

2. Expanding delivery service:

Nowadays, more and more customers are requesting home or office
delivery service. We can collaborate with delivery apps and
companies like GrabFood, Now.vn, or Baemin to expand this service.
Make sure deliveries are made quickly and accurately, and always
ensure product quality is maintained from the store to the customer.
R E C O M M E N D AT I O N

3. Enhance customer experience:

We can provide free Wi-Fi to customers in all Starbucks Coffee
stores. This will attract customers to stay longer and create a
convenient working environment for those who want to work
remotely.
In addition, it is also a good idea to install USB charging points
and wireless charging ports on the seating corner. This will help
customers charge their mobile phones or other mobile devices
during coffee enjoyment.
R E C O M M E N D AT I O N

4. Employee training and company

culture building:
Training our staff in bartending, customer service and coffee
sailing skills will help us ensure product quality and enhance
the customer experience.
Building a company culture that is collaborative, willing to listen
to employees and customers will help us go further and create
a positive working environment.
 Thank you for watching
Group Members

(1) Thiên Ân Leader

(2) Minh Trang Designer
(3) Hà Thy Reporter
(4) Bảo Long Reporter
(5) Nguyên Khang Reporter

Group Number 5#