Post on 18-Jan-2017
• Nam Cuong• Quang Chuong• Bao Son• Quang Thinh• Minh Huy
OUTLINEI)Introduction History Competitor review
II) Market overview Overall Analysis Market behavior Market objective SWOT
III) Marketing strategy 4P Segmentation & Target market
IV) Positioning Budget location
Intro• Founded on March 30, 1971.• Founders: Jerry Baldwin,Gordon Bowker,Zev Siegl• Headquarters: Seattle, Washington, U.S.• Locations: > 18,000 stores in 62 countries.
• Feb 1st 2013, the first Starbucks store in HCMC, Vietnam.
• Preparations:I. 1991: Studied the Vietnamese marketII. 2009: Sent its staff to Vietnam.III. 2011: Starbucks warned about its arrival in 2013.
THREATS• Coffee culture : strong
Robusta coffee vs light Arabica coffee
• Prices: high, 60,000-100,000vnd/ cup
• Competitors: Trung Nguyen, Highlands, Gloria Jean’s, The Coffee Bean.
Competitor Review
• Direct competitors:
BATTLE: Starbucks vs Highlands not Trung Nguyen
Same target customers Serving many kinds of coffee High brand recognition > 50 locations in HCMC & Hanoi
Market Analysis
I) Overall AnalysisA) External Environment• Vietnam is the Second Biggest country in
exporting coffee in the World
I) Overall AnalysisB) Internal Environment1.Hochiminh City Population-2010 : Nearly 7.5 Millions People Population Density : 3.531 person/km square
-2015 : Expected to be nearly 8.6 millions people
I) Overall Analysis2. Coffee Market
It’s a Big and Potential Market
58% of Market Share
I) Overall Analysis
Big Market Small Market
II) Market BehaviorA) History Of Western Coffee in Vietnam
Before 2000 In 2004In 2008
In 2008 - New Era In 2013
II) Market BehaviorB) Culture and Trend:- “Coffee is not just a Drink , It’s a culture”- Strong and Slow Coffee Culture
B) Culture and Trend:- “10 Billions USD of luxury products import to
Vietnam in 2010”- According to Dr. Le Dang Oanh : “Người Việt
Nam có văn hóa chơi trội”
B) Culture and Trend:
Starbuck in Vietnam
• Slow coffee• High class coffee• Great design , large
house , lots of seats• Care about the taste
and brand name
Starbuck in US
• Fast coffee• Normal middle class
coffee• Small store , simple
decorate , take away style
• Care about the convenient and quality
-Average : 2048 Customers /Day-Income per day : 10240 -12800 USD
“The Reason of Starbuck’s successful in Asian countries and in Vietnam is because there is
an “American Dream” in each one of us .Which is the symbol of innovation and
wealthyness ”
III) Marketing Objective
• Adding More Value To The Brand Name (High Class US Coffee)
• Goal:-Attracting More Vietnamese High class Business Man-Increase The Sale By 20% in the next year-Expand the market to Ha Noi Capital in 2014
IV) SWOT Analysis• Strength -Strong brand name-Great Location-Great product -High Technology
IV) SWOT Analysis• Weakness-High Price-Late entry to the market-Coffee culture and taste barrier -Lack of localizationChallenge : Deliver the American value along with Vietnamese value
IV) SWOT Analysis
• Opportunity -The growing of the market trend-Great supply chain
MARKETING STRATETY
Segmentation
• Age: 18 from 40• Gender: both women and men• High income • Lives in the center of city and
important districts
Target market
• Foreigners who working in Vietnam
• Teenagers • Business man
Products
• Coffee & Espresso; Frappuccino; Tea ; ChocolateDRINKS
• Sweet cakes , Cookies , SandwichesFOOD
COFFEE IN PACKAGE
• Glass , pen , bottle , little hand book ASSESORIES
DRINKS
ESPRESSO & COFFEE
DRINKS
FRAPPUCCINO
TEA
FOOD
SWEET CAKES
COOKIES &SANDWICHES
COFFEE BEAN AND ASSESORIES
COFFEE IN PACKAGE
ASSESORIES SELF
ASSESORIES SELF
PRICE
High price for target market
VS
50.000 VND – 100.000 VND 50.000 VND – 80.000 VND
PRICE
PLACE
• BEAUTYFUL PLACE ; NICE VIEW• IN CENTRE ; HIGH TRAFFIC AREAS• CONVENIENT FOR INDIVIDUAL ON
THE GOEx: DIS 1 – 3 – 5 – 10 , ANDONG PLAZA,
DIAMON PLAZA , VINCOM ………..
PLACE
PROMOTION
TRADITIONAL MARKETINGIN STORE DECORATIONROAD SHOWFAMOUS PEOPLE
ONLINE MARKETINGWESITE : STARBUCKS.VNSOCIAL NETWORKS : FACEBOOK
IN STORE
DECORATION
TAG > 10 MILLION PEOPLE
Ways to make Starbuck be popular
• Fan page• Sponsor• Event for popular people
StarBucks-Rising Star
• Starbuck will become a phenomenon of youth.
• Leading the style of enjoy coffee
Agreement of director
Get Lisence
Appointment inside company
Guest list
Invitation card
Sending card
Waitting for respond
Prepare car for guest
Stage preparation
Band - MC
Baverage
Utilities
Human Resource
Design banner and backdrop
1st check and re design
Report
10/6/13
13/6/13
16/6/13
19/6/13
22/6/13
25/6/13
28/6/13
1/7/13
4/7/13
7/7/13
10/7/13
13/7/13
16/7/13
19/7/13
Task Amount (VND) Description
Invitation card 3 mil
Sending card 0.5 mil
Car for Guest 30 mil
Stage 75 mil
Band – MC 48 mil
Beverage 8 mil
Utilities 2.5 mil
Announcement 230 mil675 mil
Kenh14.vnYanTV
Total 1,072,000